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RAISING DEVELOPING DESTINATIONS NAMIBIA – A CASE STUDY RICK TAYLOR – THE BUSINESS TOURISM COMPANY SEPTEMBER 2011TRANSCRIPT
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RAISING DEVELOPING DESTINATIONS NAMIBIA – A CASE STUDY
RICK TAYLOR – THE BUSINESS TOURISM COMPANY SEPTEMBER 2011
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The Vision:
Increase tourist arrivals from North America,
Expand operators who sell Namibia, and
Spread the benefit streams of tourism across the country.
Raising Developing DesSnaSons -‐ NAMIBIA
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NADM Project components: (North American DesSnaSon MarkeSng)
PosiSoning Strategy DesSnaSon MarkeSng Tools Strategy Online MarkeSng Training Strategy Trade Show Strategy FesSval & Events Strategy PR / Media Strategy
Raising Developing DesSnaSons -‐ NAMIBIA
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Raising Developing DesSnaSons -‐ NAMIBIA
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2, 3 million inhabitants
Land surface – 824 269 km²
Independence : 1990
13 regions
11 ethnic groups
Official language: English
ConservaSon of natural resources
Namibia -‐ ‘Endless Horizons’
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All year round desSnaSon … 300 days sunshine per year
Ideal self-‐drive desSnaSon
Good infrastructure
Unique safari experiences
Rich and diverse cultures
Safe
Namibia – General informaSon
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Vast landscapes
Vibrant colours
Excellent photographic opportuniSes
ContrasSng scenery
Highlands, valleys, canyons, plains and riverine forests
Deserts and thorn-‐bush savannahs
Namibia – PrisSne Nature
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Largest Black Rhino and Cheetah populaSons in world
Famous desert-‐adapted elephants
Rich bird life
100 years of conservaSon celebrated in 2007
45% of total landmass under conservaSon: State / Communal Conservancies / Private iniSaSves
Namibia – Abundant Wildlife
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Some examples:
Centered around coastal and desert areas
Ballooning, quad-‐biking, hiking
Sand-‐boarding, sky-‐diving
Mule-‐trails, canoeing, white-‐water raling
Game tracking, star-‐gazing, dolphin cruises
Namibia – Adventure
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POSITIONING Strategy
Target Market ‘Tribe’ concept: ‘A collec'on of like-‐minded consumers with key defining psychographic characteris'cs, who are mo'vated to pursue experiences by a unique set of lifestyle drivers. These characteris'cs translate into experience preferences while travelling’.
Experience Seekers
Curious ConservaSonists Self Challengers
Outdoor Enthusiasts
NADM Project: PosiSoning
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POSITIONING Strategy
PenetraSng Tribes by approaching niche market segments:
NADM Project: PosiSoning
Adventure African American
Birding/ Wildlife
ConservaSon Cultural Heritage
Eco / Green
EducaSon (Academic/ScienSfic)
Family Group travel
Honeymoon / Romance
HunSng Photography
Self-‐drive Spa /Wellness ‘Voluntourism’
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Des=na=on ATTRIBUTES
PosiSoning against the compeSSon:
NADM Project: PosiSoning
Undiscovered Safe with Good infrastructure
LiberaSng
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Namibia’s Brand PROMISE:
‘A pris'ne land of untouched natural beauty, of vastness, of awe-‐inspiring contrasts and mys'cal splendour such that it
touches the soul. You take it with you forever.’
NADM Project: PosiSoning
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Namibian Trade North American
Trade
PR/Media
Experience Seekers
Self-‐Challengers
Curious ConservaSonist
Outdoor Enthusiasts
Namibian Academy
Trade MarkeSng Materials & AcSviSes
Internet MarkeSng Academy
DesSnaSon MarkeSng Tools
Trade Online MarkeSng Materials Niche
Niche
Niche
Niche
Niche
Niche
Niche
Niche
Target Market
Trade Shows -‐ Road Shows
Events
PR/Media Events
NADM Project: The Campaign
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TOOLS Strategy: Key Objec=ves
1. Create a pornolio of ‘Des=na=on Marke=ng Tools’
2. Increase quanSty / quality of Namibian tourism
informa=on
online and in trade partners’ markeSng pornolios
3. Create new and strengthen exisSng trade partnerships 4. Strengthen NA tour operators’ knowledge of Namibia
5. Strengthen the NTB’s capacity to manage
online markeSng and travel trade acSviSes
NADM Project: DesSnaSon MarkeSng Tools
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TOOLS Strategy: Ac=on Plans
Establish a Des=na=on Specialist Program
Develop Namibia brand online markeSng tools
Roll out series of targeted markeSng campaigns for each
idenSfied tribe
Establish / strengthen trade partnerships through
CRM (Customer RelaSonship Management) approach
NADM Project: DesSnaSon MarkeSng Tools
Des%na%on Specialist
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TOOLS Strategy: Component Tools
NADM Project: DesSnaSon MarkeSng Tools
Specialist Programme
Tools / Applications Social Media
Familiarisation Trips
Trade CRM
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TRAINING Strategy: Key Objec=ves
1. Develop series of online travel / tourism industry marke=ng training modules to be conducted countrywide
2. Develop support structures to assist beneficiaries in implementaSon of learning
3. Define strategic linkages between course material and pracScal applicaSons with NTB website and desSnaSon markeSng tools
NADM Project: Online MarkeSng Training
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TRAINING Strategy: Ac=on Plans
A blended approach to training methodology
Stakeholder consultaSons to determine target group par=cipants
Development of integrated training approach covering generic and project specific Online MarkeSng content
‘Delivery ImplementaSon Plan’ packaged to cater to varied capaci=es
Industry survey to determine direcSon / framework
NADM Project: Online MarkeSng Training
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TRAINING Strategy: Internet Marke=ng Academy
NADM Project: Online MarkeSng Training
Namibian Trade
North American Trade
North American Traveller
Internet Academ
y
Marke=ng Online
Educa=on; NADM Components
B2C
B2B
Public / Private sector
Introduc=on to: Marke=ng; The Internet; N. A. Market;
NADM Campaign
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TRADE SHOW Strategy: Key Objec=ves
1. Establish enduring linkages with North American operators to expand Namibia’s presence and market share in the US
2. Develop a selecSon of NA trade shows / road show circuits that Namibian operators par=cipate in annually
NADM Project: Trade Shows
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TRADE SHOW Strategy: Ac=on Plans
Annual par=cipa=on in selected travel trade shows relevant to the North American market
Establish partnerships with key North American travel trade organisaSons
Take Namibia on the road
Use Namibia’s great human assets — keynote speakers, storytellers & Namibian ‘Influencers’
Prepare trade to maximize their parScipaSon in trade shows
NADM Project: Trade Shows
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FESTIVALS & EVENTS Strategy: Key Objec=ves
1. Increase presence of Namibian fesSvals and events as an aVrac=on for North American audience
2. CulSvate a ‘signature event’ that becomes the cornerstone of NA travellers’ visits
3. Build capacity of FesSval & Event planners in Namibia
4. Targeted outreach to North American travel trade, fesSval & event planners and sponsors
NADM Project: FesSvals & Events
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FESTIVAL & EVENTS Strategy: Ac=on Plans
Promote and cul=vate FesSvals & Events
Prepare a FesSval & Events calendar for Namibia Build human resource capacity, ownership and markeSng support
Host FesSval & Events clinics Market signature fesSval / event to North America
Raise awareness of Namibia as desSnaSon to event planners in North America
NADM Project: FesSval & Events
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PR / MEDIA Strategy: Key Objec=ves
1. Raise awareness of / interest in Namibia among the four target ‘tribes’through consumer and trade media editorial placements
2. Capitalize on credibility of third-‐party / trusted source / ‘people like me’
3. Drive consumers to NTB and partner/stakeholder websites to look and book
NADM Project: PR / Media
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PR / MEDIA Strategy: Ac=on Plans
Establish a ‘Namibia News Bureau’ (Press kits, press releases, webinars)
Take Namibia on the road (N.A. Media tours, individual media appointments, special events)
Establish airline / desSnaSon partnerships, and bring the media to Namibia
Partner / educa=on playback (Media relaSons seminars, training on working with the press, spokesperson training)
NADM Project: PR / Media
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Raising Developing DesSnaSons
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QUESTIONS
Raising Developing DesSnaSons
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Namibia – ‘ Endless Horizons’
THANK YOU