Rick Taylor

RAISING DEVELOPING DESTINATIONS NAMIBIA – A CASE STUDY RICK TAYLOR – THE BUSINESS TOURISM COMPANY SEPTEMBER 2011

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Raising Developing DesSnaSons -­‐ NAMIBIA 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 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

Namibia -­‐ ‘Endless Horizons’ 

2, 3 million inhabitants



Land surface – 824 269 km²

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Independence : 1990

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13 regions



11 ethnic groups

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Official language: English

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ConservaSon of natural resources

Namibia – General informaSon 

All year round desSnaSon … 300 days sunshine per year

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Ideal self-­‐drive desSnaSon



Good infrastructure



Unique safari experiences

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Rich and diverse cultures

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Safe

Namibia – PrisSne Nature 

Vast landscapes



Vibrant colours

Excellent photographic opportuniSes 

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ContrasSng scenery

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Highlands, valleys, canyons, plains and riverine forests

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Deserts and thorn-­‐bush savannahs

Namibia – Abundant Wildlife 

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 – Adventure Some examples: 

Centered around coastal and desert areas

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Ballooning, quad-­‐biking, hiking

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Sand-­‐boarding, sky-­‐diving

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Mule-­‐trails, canoeing, white-­‐water raling

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Game tracking, star-­‐gazing, dolphin cruises

NADM Project: PosiSoning 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 POSITIONING Strategy PenetraSng Tribes by approaching niche market segments: Adventure

African American

Birding/ Wildlife

ConservaSon

Cultural Heritage

Eco / Green

EducaSon

Family

Group travel

Honeymoon / Romance

HunSng

Photography

Self-­‐drive

Spa /Wellness

‘Voluntourism’

(Academic/ScienSfic)

NADM Project: PosiSoning Des=na=on ATTRIBUTES PosiSoning against the compeSSon:

Undiscovered

Safe with Good infrastructure

LiberaSng

NADM Project: PosiSoning 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: The Campaign

DesSnaSon MarkeSng Tools

Internet MarkeSng Academy

Namibian Academy

PR/Media Events

PR/Media Trade Online MarkeSng Materials

North American Trade

Trade Shows -­‐ Road Shows

Namibian Trade

Events

Target Market Niche Niche Niche Niche

Niche

Experience Seekers

Self-­‐Challengers

Curious ConservaSonist

Outdoor Enthusiasts

Niche Niche Niche

Trade MarkeSng Materials & AcSviSes

NADM Project: DesSnaSon MarkeSng Tools 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 TOOLS Strategy: Ac=on Plans  Establish a Des=na=on Specialist Program

Des%na%on Specialist

 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 TOOLS Strategy: Component Tools Email

Familiarisation Trips

Social Media

Trade CRM

Specialist Programme

Tools / Applications

NADM Project: Online MarkeSng Training 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

3. Define strategic linkages between course material and

pracScal applicaSons with NTB website and desSnaSon markeSng tools

learning

NADM Project: Online MarkeSng Training 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 TRAINING Strategy: Internet Marke=ng Academy

Marke=ng; The Internet; N. A. Market; NADM Campaign

Internet

Introduc=on to:

Marke=ng Namibian Trade

Academy

Online Educa=on; NADM Components

Public / Private sector

B2B

North American Trade B2C

North American Traveller

NADM Project: Trade Shows 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 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: FesSvals & Events 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: FesSval & Events 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: PR / Media 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 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)

Raising Developing DesSnaSons

Raising Developing DesSnaSons

QUESTIONS

Namibia – ‘ Endless Horizons’

THANK YOU