Upload
blanche-davidson
View
226
Download
8
Tags:
Embed Size (px)
Citation preview
Presented By: The Dive Marketing Committee, William Cline, Agency December 2006 1
2007 Bahamas Dive Marketing Committee Chinese Marketing Proposal
Presented By: The Dive Marketing Committee, William Cline, Agency December 2006 2
WorldwideDiving Industry Overview Est, 8 Million
Divers (3.4 mill in U.S.)
$9 Billion Annually Spent by Diving Consumers
Est. 72% Spent on Dive Travel Activities (US figures)
Est. 66% Million Active, Traveling Divers
1,900 US Dive Retail Outlets in U.S.
300 in Canada Less Than 100 Dive
Wholesalers Worldwide
Retail, Travel Agent & Wholesaler Bookings Account for Approx. 24%
Top Dive Destinations in World:
Red Sea Caribbean Australia Pac Rim/Asian
Markets Bahamas #1 for Short-
Haul US Dive Vacations (3 to 4 days)
Source: Cline Industry Studies, BDA Market Studies, 1996 to 2001.
Presented By: The Dive Marketing Committee, William Cline, Agency December 2006 3
Estimated World Ancillary Dive Market Size
50 Million Snorkelers 5 Million Resort
Course Participants However, Neither
Are A Primary Travel Activity Motivation
Presented By: The Dive Marketing Committee, William Cline, Agency December 2006 4
China’sDiving Industry Overview Est, 40,000 Divers 100 Dive Clubs Travel via Local
Clubs Huge Interest in
Diving Sanya Dive
Operation: 2,000/day Resort Courses with 500 Instructors
One Main Website for All Clubs/Divers (chinadivecommunity.com)
Two Dive Shows: Beijing in August
2007 Hong Kong in Sept.
2007 Great Co-Promo
Opportunities http://
www.chinadivecommunity.com/english/inc/chinadivemarket.pdf
Top Dive Destinations in World:
Red Sea Caribbean Australia Pac Rim/Asian
Markets Bahamas #1 for Short-
Haul US Dive Vacations (3 to 4 days)
Source: Cline Industry Studies, BDA Market Studies, 1996 to 2001.
Presented By: The Dive Marketing Committee, William Cline, Agency December 2006 5
U.S. Dive Market Historical Review
9 Year Trend 6% Average yearly
Growth Has Always been a
long-term growth trend industry. As opposed to fad
or volatile industries. China is expected to
Follow US or Japanese Dive Markets in Terms of Aggressive Growth
Presented By: The Dive Marketing Committee, William Cline, Agency December 2006 6
The Bahamas Diving Association
36 Members on 11 Islands Land-Based Dive Operators Liveaboard Dive Vessels Dive Resorts Active Association Works Hand-in-Hand with Ministry
of Tourism’s Dive Marketing Committee
Presented By: The Dive Marketing Committee, William Cline, Agency December 2006 7
The Islands of The Bahamas: Strategic Dive Product
Logistics, Proximity, Diversity (Topside/Underwater) Highly Competitive and High-Quality Dive Product Excellent - With Many Unique Types of Diving Walls, Wrecks, Dolphins, Sharks, Big Animals,
Blue Holes, Diverse Marine Life Quality Facilities and Resorts Safe Travel, Accessibility
Presented By: The Dive Marketing Committee, William Cline, Agency December 2006 8
The Islands of The Bahamas: Strategic Chinese Travel Dive Product
Many Connections via London on Various Airlines Very Easy on British Airways (2 hour layovers) High Quality Dive Product Considered a “Dream Destination” by Chinese Divers Minimal Funds Needed for Branding Safe Travel, Accessibility to USA
Presented By: The Dive Marketing Committee, William Cline, Agency December 2006 9
The Islands of The Bahamas Strategic Dive Market Advantages
Modern Dive Operations 36 Members in BDA Must Follow Strict Guidelines for Membership
Hotels/Resorts From Atlantis to Small Hope Bay: It’s All Here Cabanas to Casinos
Other Activities Golf to Tennis Snorkeling to Subs World-Class Fishing & Boating
Presented By: The Dive Marketing Committee, William Cline, Agency December 2006 10
Planned 2006/2007 Chinese Dive Marketing Initiatives
Selling Tools: Chinese Language DVD (on-line) Auto-Replay for Classes and Displays Divided Up By Location/Island Shows Diversity and Variety of
Diving in Each Location Available Free!
Bahamas Chinese Language Diver Magazine (on-line) In Reprint, But Freely Distributed
as Well Extensive Guides
Presented By: The Dive Marketing Committee, William Cline, Agency December 2006 11
Planned 2006/2007 Chinese Dive Marketing Initiatives
Consumer Website: Chinese Language BahamasDiving.com On-Line HTML Version of Bahamas Diver Magazine Streaming Videos from DVD Dive Operator Listings Request Materials Stephen Frink Island Tour Lot’s of Editorial Reference
iPod and Phonecast Downloads
Presented By: The Dive Marketing Committee, William Cline, Agency December 2006 12
Chinese Language BahamasDiving.com
Presented By: The Dive Marketing Committee, William Cline, Agency December 2006 13
Proposed Marketing Initiatives
1. Plan Major Promotion on ChinaDiveCommunity.com $5,0002. Consumer Sponsorship/Campaign at Both
Chinese Dive Shows: Beijing & Hong Kong $20,0003. Major Press/PR Programs with Local Media $5,0004. FAM/Trip Promos & Giveaways $10,0005. Travel Expenses (Air & Hotel for Representatives) $5,000
Total Requesting for Co-Op Support for Chinese-Specific $50,000 Travel, Promotions, and Translation Assistance in 2007
Consumer & Club Programs & Budgets
Presented By: The Dive Marketing Committee, William Cline, Agency December 2006 14
Thank You For Your Time and ConsiderationOn Behalf of The Bahamas Diving Association, Bahamas Ministry of Tourism’s Dive Marketing Committee:
Earl Miller Richard Treco Neal Waston Stuart Cove William Cline