St. Vincent and the Grenadines (SVG): Situational Analysis

St. Vincent and the Grenadines (SVG): Situational Analysis Order Description St. Vincent and the Grenadines (SVG): Situational Analysis We are living in a world where people are fixated with mobile phones, blackberries, iPads, iPods, laptops, flipcams, etc. As a generation that is constantly ‘tuned in,’ we find it difficult to tune out and enjoy the simple pleasures in life. A recent St. Vincent and the Grenadines (SVG) survey found that: 26% of visitors spend more than five hours a day using technology, including mobiles; 40.8 % strongly agree that their use of gadgets and technology puts stress on their personal relationships; and 48.7% feel so tied down by technology that they literally can’t ignore an email or text. With this in mind, the SVG Tourism Authority (SVG) wanted to create/own a campaign that would enable consumers to unplug from the everyday electronic distractions to, instead, enjoy a real vacation in the most unplugged destination in the Caribbean. The campaign, dubbed “Digital Detox,” was the brainc hild developed as the challenge for consumers to escape the technological world to focus on the wellbeing of their mind and body. In early 2012 a Digital Detox program was launched on behalf of St. Vincent and the Grenadines Tourism Authority (SVGTA). SVG was positioned (and still is) as the best place in the Caribbean to “unplug” from everyday life. Attached is the press release that was distributed to North American media, and attached are a few of the many media placements secured. Below is a case study, crafted to showcase tactics/results from 2012-2014.  To-date, the referenced hotel packages in the release are no longer valid; however, Digital Detox is still promoted in general, with SVG “owning” that concept and receiving the lion’s share of coverage among the Caribbean islands. Task: This year, how can we generate more buzz for the Digital Detox concept, especially on social media. Devise some creative tactics/ideas that can be developed and executed? We want to put more emphasis around encouraging families with kids to "unplug” as a Digital Detox 2.0 campaign (aka refreshing the concept)? Please share up to five recommendations/thoughts/suggestions regarding market segmentation, distribution, physical evidence, approaches, and social media recommendations. Articulate your thoughts as clearly and detailed as possible to show thought, insight, observation and sophistication. Remember, the goal is a consistent message with integrated marketing communications. ·         Website: http://discoversvg.com/ ·         Facebook page: https://www.facebook.com/DiscoverSVG ·         Twitter page: http://twitter.com/DiscoverSVG Case Study (2012-2014) Marketing Objectives Build awareness of SVG’s unique attributes that make it the perfect getaway destination including: sailing/yachting, snorkeling, soft-adventure, romance, vibrant festivals, and a wealth of natural attractions. Create a compelling campaign for consumers that would trade in their virtual vacations for an unplugged one. Encourage consumers to take the challenge by experiencing a real vacation, one that involves human interaction, social skills, and quality time with family and friends within SVG. Build the buzz of SVG being the most unplugged vacation hot spot in the Caribbean, thereby creating an uptick in bookings. Generate extensive coverage in all walks of media. Target Audiences ·         Planners/influencers of household vacations (household income of $75,000+) ·         Leisure travelers (adults 30+, college educated) -- from the family traveler to the solace and romance-seeker to the adventurous explorer Newly engaged couples Sailing, diving, eco-friendly enthusiasts ·         Travelers in key SVG target markets focused on the U.S. and Canada This is a destination for folks with money. Many celebrities visit the island of Mustique which is in SVG, but the other SVG islands usually experience visitors from the UK and North America (who aren’t of celebrity status).   The target market is planners/influencers of household vacations earning $75,000+. So on the family side, it’s usually affluent families with kids who visit SVG. But in terms of non-families, the demographic is usually leisure travelers (adults 30+, college educated) -- from the family traveler to the solace and romance-seeker to the adventurous explorer. The destination also gets a good chunk of newly engaged couples who visit, along with sailing, diving, and eco-friendly enthusiasts. This assignment, because of this destination is to focus on the family aspect - folks with money/high income with children. This isn’t the type of destination where you’re going to find spring break students because it’s too far to get to (the new international airport isn’t opening until later in 2015) and it’s too expensive for college students. Research, Planning, and Implementation The SVGTA and its Agency conducted extensive research on addiction to technology.  The results of an SVGTA survey indicated that 77% of consumers believe that time spent without gadgets and technology would actually liberate them, improve their relationships, make them a better person, and give them more time for their loved ones. Approximately 17 percent of consumers said their New Year’s resolutions will be to go on an amazing vacation or to become less dependent on technology. Based on collective research and surveys, the SVGTA developed the “Digital Detox” campaign, teaming up with travel company Black Tomato to create the ultimate unplugged trip designed to wean people off of their technology—literally going cold-turkey on the beach. The package includes a guidebook on how to digitally remove oneself (“de-tech”) before jetting off to SVG’s idyllic Young Island and Palm Island resorts, and can even be supplemented with a life coach. The seven-night getaway is US$3,799 per person including flights from NYC, three nights at Young Island and four nights at Palm Island, and a private crewed catamaran day transfer. Messages SVG is the perfect place to unplug From the imposing La Soufriere volcano at 4,048 ft. and the oldest botanical gardens in the Western Hemisphere to the vibrant year-round festivals and a daytrip to the Tobago Cays, SVG is the ultimate escape with something for everyone -- whether it be the family traveler, the solace and romance-seeker, or the adventurous explorer. SVG is a place of quiet azure waters, unspoiled forests, and stunning white sand beaches -- a destination for those seeking a truly off-the-beaten path getaway. Results The Digital Detox campaign was launched in three major media markets – the U.S., Canada and the UK (our counterparts in the UK from a different agency handled that region). The program was well received by media of all kinds who felt it was important to spread the message that taking a real vacation is the healthy way to go. The SVGTA and its Agency secured coverage in major media outlets. Chief among them included: mashable.com, msnbc.com, Travel Weekly, Forbes.com, TravelandLeisure.com, Daily Mail, Toronto Star, and many more. Collectively, the campaign has generated over 100 million media impressions to-date.