Sallie Mitchell

Public Relations & Advertising

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Reports: How to Advertise Your Caribbean Destination

Objectives
Build business for two bi-coastal agencies targeting 32 Caribbean tourism authorities
Differentiate agencies as experts in building tourism

Strategy
Create a "How To" manual and distribute to government tourism officials and opinion leaders

Results
Finalists in two multi-million dollar reviews
Retained to train international marketing directors for Aruba


Table Of Contents

Introduction

1

1. First Things First

5

2. Your Secret Weapon

6

3. Establish a Distinctive Identity with Creative Branding

8

4. How to Determine Your Communications Budget

12

5. Defining Your Communications Objectives and Strategies

14

6. Targeting Your Audiences

16

7. Opportunities in Segmented Audiences

18

8. Where to Advertise

25

9. Seductive Visuals

28

10. Ten Rules for Copy that Sells

28

11. Move Them to Action

31

12. Fulfillment That Works

32

13. The Technique Hoteliers Should Never Abandon

34

14. Measuring Results

36

15. Maximize Your Profits with Database Marketing

37

16. Communicating with the Travel Trade

39

17. Which Way to the Web?

41

18. Four Secrets for Repeat Business

44

19. Our Advice for Government Leaders

45

20. Getting the Publicity You Want

46

21. Give It Time

47

22. Conclusion

48

About the Authors

49





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