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The British Virgin Islands USA audience insights

May 2009


Introduction This report offers preliminary findings re. the BVI USA visitor audience based on Caribbean visitor profile knowledge. It also outlines appropriate media channel usage to best engage the BVI USA prospect audience.


Caribbean visitors from the USA Typical Profile: • According to Media Mark data, 13.1m US citizens travelled to the Caribbean in 2007 • The core age of the US traveler to the Caribbean is 25-54 with a slight female bias • Although 27% of visitors are over 55 to the Caribbean • More affluent and educated than the general US population. Over 40% pursued additional education after undergraduate

Average income 50% higher than general population ($88K)

Twice as many (18%) earning HHI $150K+ than general population

• Target resides primarily in the Northeast and South in urban or suburban areas 28% NE, 40% South

84% County A or B

• More likely to be married (68%) however may not have started a family • 65% are working full time

Source: Media Mark Research & Intelligence – Spring 2008


Caribbean visitors from the USA Geographic

Region West

Pacific

Midwest

Southwest

South

Southeast

North East

West Central East Central Mid Atlantic New England

Ethnic group

Generation Other

Pre-Boomers (b. before 1946)

Black/African American

Boomers (b. 1946-1964)

White

GenXers (b.1965-1976) Millenials (b.1977-1994)

Source: Media Mark Research & Intelligence – Spring 2008


Caribbean visitors from the USA % 0f those travelling to Caribbean (Universe =13.1m)

Ranked State Group Codes

Any Caribbean Islands – Index Ranking

State Group Codes: New Jersey

Index

7.1

215

State Group Codes: Florida

Index

11.5

188

State Group Codes: Massachusetts

Index

4.1

175

State Group Codes: New York

Index

9.0

150

State Group Codes: Georgia

Index

5.0

147

State Group Codes: Maine/New Hampshire/Vermont

Index

0.9

138

State Group Codes: Virginia

Index

3.1

128

State Group Codes: Rhode Island/Connecticut

Index

2.2

114

State Group Codes: Illinois

Index

5.1

113

State Group Codes: Arkansas/Louisiana/Oklahoma

Index

4.4

112

State Group Codes: Missouri

Index

2.0

111

State Group Codes: Delaware/Maryland/Washington, D.C./West Virginia

Index

2.9

108

State Group Codes: Pennsylvania

Index

4.5

99

State Group Codes: Wisconsin

Index

1.4

98

State Group Codes: Indiana

Index

1.9

97

State Group Codes: North Carolina/South Carolina

Index

3.8

88

State Group Codes: New Mexico/Arizona/Utah/Nevada

Index

2.8

86

State Group Codes: Tennessee

Index

1.8

84

State Group Codes: Ohio

Index

3.5

83

State Group Codes: North Dakota/South Dakota

Index

0.3

75

State Group Codes: Michigan

Index

2.6

74

State Group Codes: Texas

Index

5.5

73

State Group Codes: Kentucky

Index

1.0

70

State Group Codes: Nebraska/Kansas

Index

0.9

58

State Group Codes: Montana/Idaho/Wyoming/Colorado

Index

2.0

58

State Group Codes: Minnesota/Iowa

Index

1.5

52

State Group Codes: Washington/Oregon

Index

1.7

51

State Group Codes: Alabama/Mississippi

Index

1.3

51

State Group Codes: California

Index

6.2

49

= States showing 5%+ of Caribbean visitors Source: Media Mark Research & Intelligence weighted to population (000). Base: all – Spring 2008


Caribbean tourism figures (Jan-Jul 2008) Markets

Arrivals (000)

% Change 2008/07

% Change Winter

% Change Summer

USA

7,623.2

+1.5%

+2.0%

+0.8%

Canada

1,666.7

+17.7%

+18.3%

+15.4%

Europe

3,349.5

+1.1%

+1.1%

+1.1%

Other

2,177.7

+5.9%

+8.9%

+2.8%

Total Tourists

14,817.1

+3.7%

+4.8%

+2.0%

Overall there is an increase of visitors 3.7% YOY N.B. This figure roughly mirrors the figure shown by Media Mark after pro-rata calculation across period.


Who is the audience aside from demographics? Our strategic planners use advanced statistical techniques to define the relationship of the British Virgin Islands target prospects to mindset characteristics. Description Total Sample Lifematrix segments : Dynamic Duos Food Attitudes: I rarely eat frozen dinners. Agree completely Vacation Travel Attitudes: Traveling to foreign places is a great way for me to learn about other cultures. Agree completely Movie Attendance - Prefer to see a new movie: Opening weekend VALS Statements: I dress more fashionably than most people. Agree Vacation Travel Attitudes: On my vacations, I prefer traveling to places I’ve never been. Agree completely Vacation Travel Attitudes: I frequently choose active vacations with lots to do. Agree completely Media trusted the most: Internet Vacation Travel Attitudes: I love doing research on a location before I go on vacation. Agree completely Automotive Attitudes: I research and compare as many vehicles as possible before making my final purchase decision. Agree completely Political Outlook - Usually Think Of Yourself As: Middle of the Road Health Attitudes: I go to the doctor regularly for check-ups. Agree Strongly Vacation Travel Attitudes: Packaged deals are great, because I don’t have to plan out the details too much. Agree completely Technology Attitudes: Technology helps make my life more organized. Agree completely Food Attitudes: I try to eat healthy these days and pay attention to my nutrition. Agree completely Finance Attitudes: I would be happy to use the Internet to carry out day to day banking transactions. Agree completely Technology Attitudes: I like to read reviews before buying technology or electronics. Agree completely VALS Statements: I like being in charge of a group. Agree VALS Statements: I am often interested in theories. Agree Vacation Travel Attitudes: I’d rather book a trip over the Internet than meet with a travel agent. Agree completely VALS Statements: I consider myself an intellectual. Agree Lifematrix segments: Renaissance Women

Unwgt

Audience

Comp.

Index

Phi

Variance explained

1,853 250 810

13,197 1,937 5,697

100.0% 14.7% 43.2%

100 199 131

0.000 0.070 0.055

----0.50% 0.30%

655

4,494

34.1%

131

0.046

0.22%

258 401

2,059 2,873

15.6% 21.8%

155 137

0.046 0.040

0.21% 0.16%

489

3,488

26.4%

127

0.035

0.12%

300 434 535

2,202 3,242 3,548

16.7% 24.6% 26.9%

133 125 123

0.031 0.031 0.031

0.10% 0.09% 0.09%

500

3,670

27.8%

122

0.030

0.09%

602 983

4,382 6,721

33.2% 50.9%

119 112

0.029 0.028

0.09% 0.08%

307

2,242

17.0%

128

0.028

0.08%

315 678

2,382 4,857

18.0% 36.8%

127 116

0.028 0.027

0.08% 0.07%

468

3,176

24.1%

121

0.027

0.07%

372 620 693

2,653 4,269 4,914

20.1% 32.3% 37.2%

124 117 115

0.027 0.026 0.026

0.07% 0.07% 0.07%

427

3,036

23.0%

121

0.025

0.06%

722

5,093

38.6%

114

0.025

0.06%

159

1,204

9.1%

137

0.025

0.06%

Analysis = British Virgin Islands Target Source: 2008 Spring Mediamark Research & Intelligence weighted to Population (000) - Base: All


General attitudes of British Virgin Islands travelers Tech-savvy

Confident

Financially motivated

Active lifestyle

• Internet helps organize their lives • Interested in new technology • Research new technologies and gadgets • Heavy time spent online

• Willing/eager to lead others • Consider themselves ahead of the class • Believe themselves to have more ability and intellect • Aspire to continue to be ahead

• Keep themselves informed of financial news • Aware of their own finances • No interested in handouts • Want to make it themselves

• Into athletic oriented activities and events • Enjoy socializing with friends, close circle • Thrill of the games, competition


General attitudes of British Virgin Islands travelers Active purchasers

• Conducts research when necessary on big purchases • Quality is key, price secondary • Informative salespeople needed • Specifies desires to remain in charge

Adventurous

• Wants thrills, excitement, adventure • Prefers the quest of something new and unique

Self-bookers

• Internet helps research and book online • No need for travel agents • Self-research encourages idea of control and power of their own destiny

Influencers

• People go to them for advice in general • Enjoy helping others with travel plans/ideas • If satisfied, can be advocates and brand promoters


Media-as-information vs. media-as-entertainment Lean-forward or lean-back Media is not always perceived by consumers in the same manner. Certain media is more suited to certain audiences because of their attitudes. Our planners use a proprietary tool to help give relevance and direction to the emotional connections a target has on a particular media. The relationship the consumer has towards the media can allow for situational targeting. The goal of the message may be enhanced or hindered by the media that message is carried across. Media can be a lean-forward or lean-back experience. Appropriate media depends on the type and level of the audience’s emotional connection to it. We can identify the best use of media channels to see results.


Media-as-information vs. media-as-entertainment Lean-forward

Lean-backward

Deals & dollars

Brand image & connection


British Virgin Islands audience media consumption BVI’s target Newspapers 25%

General population

TV 31%

Magazines 10%

Radio 9% Internet 25%

Newspapers 28%

Magazines 9%

TV 34%

Radio 10% Internet 19%


British Virgin Islands audience Media usage and attitudes (index 100) TV Time spent

Lean-forward

Most trusted

91

MAGAZINE

98

125 110

96

Gives good ideas

93

111

119

112

119

101 105

Relaxing

106

Puts in good mood

106 101

117 111

116

105

Good escape

NEWSPAPER

134

99

92

Pure entertainment

INTERNET

97

Keeps me informed

Keeps up-to-date Lean-backward

85

Source of learning Makes me think

RADIO

120 114

122

99

115 100

90

114

107 115

108

107

106

105 122

109

113

105

111

109 119

121

105

117

104

123 112 119

104 94 107


The BVI audience media assessment • Most media perform very well against the British Virgin Island target • Internet has the strongest and most potential impact against the target given their propensity for usage, reliance for category specific connection and overall penetration. • Other media such as Magazines and Radio can help add to the media plan and overall audience reach goals. • Utilising appropriate vehicles within each channel will become essential in delivering the best messaging and environment for the target.


The BVI audience media assessment • In addition to the positive environments Internet, Radio and Magazines offer, they each have a very high penetration among the target. • However, incorporating additional media into the mix encourages even higher penetration of the messaging to the target. Relevant messaging in appropriate environments is key to communicating to the BVI target audience.

Lean-forward

Lean-backward Newspaper

Radio

Radio

Magazines

Magazines Internet


The next steps • Access past successes and media selection data • Outline planned activity • Agree media budget for US region • Agree call to action, response handling and mechanics • In-depth research and targeting analysis • Media plan submission and agreement • Media budget allocation and payment • Media booking • USA campaign implementation


BVI US Audience Insights