A picture of one of the lovely beacheshere in the Cayman IslandsUp Front
DOT's 2001 SummerTheme
"Get Re-energised in the Cayman Islands"
A picture of one of the lovely beacheshere in the Cayman Islands
The Cayman Islands Department of Tourism(DOT), in conjunction with private sector industry partners, ispleased to launch the official 2001 summer programme that promisesoverall value and diversity for the Cayman Islands visitor, "GetRe-energised in the Cayman Islands", according to a pressrelease issued last week.
The programme was designed to offer to thetravelling public a bundle of goods that is both appealing andaffordable. The standard package will consist of discounted airfare,hotel value offerings of buy 4 nights and get the 5th night free;restaurants offering: kids under 12 eat free and watersports andactivities discounts.
In true partnership, many of the local partnersfrom the three islands have come to the table to participate inthis programme designed to drive additional business to the destinationin the traditionally slow time of May through August.
The packages will be distributed and soldby travel agents throughout the North American market ,thereforemaking it easier for the travelling public to access informationand book their vacation. There are also built in incentives forthe travel trade to participate and really support this programmeby promoting to their clients. Prize packages for top producingwholesalers and travel agents are being offered.
A comprehensive communications programmehas been designed to support this programme and collateral developedthat communicates "energy" and "active lifestyles." It is meant to portray a fun destination full of choices forthe visitor. The materials are colourful and portray the plethoraof activities and choices for the visitor to choose from on theirCayman Islands vacation. Components of the marketing communicationsplan consist of sales and public relations efforts and some directmarketing opportunities.
Public relations activities will aim tocreate an awareness of the programme throughout the North Americanmarket and convince the general public to buy a Cayman Islandsvacation package. Editorial in daily newspapers will centre aroundthe participating airlines' gateways, those being Cayman Airways,American Airlines, Delta and Air Jamaica.
Other targeted media that will receive informationon the programme include travel trade publications that caterto the travel sellers; niche market publications such as family,bridal/romance, nature, watersports publications, syndicated travelcolumnists, on-line media outlets, and broadcast opportunities.
Sales and marketing plans involve distributionof the package information to wholesalers and retail travel agents. Collateral material that outline the progamme, list the sellingperiod and incentives, participants to the programme has beendeveloped with a strong brand image for both the trade and consumers. Promotional brochures, posters and point of sales display materialswill create and brand the promotion for optimal awareness andrecognition. Consumers will also receive a discount card to presentto businesses on the island when they purchase a package.
The Department of Tourism will be creatinga sitelet on its official websitewww.caymanislands.ky where thespecific information pertaining to this programme will be displayedwith a call to action of "call your travel agent" tobook the programme.
Minister for Tourism, the Honourable McKeevaBush commented that: "I congratulate the team at the Departmentof Tourism and the private sector industry partners that havecome together to forge ahead with efforts to ensure that we optimiseour resources for the summer season. It is encouraging to seethe true spirit of public and private sector partnership demonstratedas we move forward together."
"Get Re-energized in the Cayman Islands,"will be launched in the North American marketplace 1 May and willrun through 31 October, 2001.