5 minute read
Key Strategies
MCCVB will take a gradual phased approach that enables us to adapt our plan as needed during an uncertain recovery period. As such, MCCVB’s strategic objectives fall under three categories as they relate departmentally to adapt to the recovery situation, align and collaborate with the community, stakeholders and partners.
Marketing Communications
ADAPT
Target travelers that are already aware of or are actively considering Monterey County as a destination, and leverage strong repeat visitation.
Maintain key relationships related to luxury and international travel markets.
ALIGN
Educate, unite and align local businesses on MCCVB’s Responsible Travel Initiative to encourage responsible behavior and band together with a united message and approach.
COLLABORATE
Increase participation with local businesses, stakeholders and tourismrelated organizations from MCHA to Monterey Regional Airport and others, to synergize and broaden our marketing impact.
Group Business Development
ADAPT
Target regional meeting and event planners with a hybrid approach, segment-based (e.g. Association, Corporate) and also by geography with gradual expansion to further out markets.
ALIGN
MCCVB will align its approach with opening protocols and continue to create competitive differentiation through transformative client engagement and services, including virtual experiences.
Provide innovative services and support to planners.
Community Relations
ADAPT
Create innovative ways to safely interact, engage with and educate visitors on responsible travel.
Engage with residents to share information on the economic value of tourism and the promotion of responsible travel for the well-being of our community.
ALIGN
Educate, unite and align local businesses on MCCVB’s Responsible Travel Initiative to encourage and promote responsible behavior to visitors.
COLLABORATE
Continue to leverage the collective strengths of the destination through intensified collaboration with the group hotels, Sales & MCTID Committees, Monterey Conference Center and businesses that service meetings and conferences.
COLLABORATE
Continue to build and maintain strategic relationships and participate in developing programs and initiatives that are focused on recovery in ways that best benefits our community and the residents who live here.
Hahn Estate Winery, Soledad
FIRST QUARTER TACTICAL PLAN
Marketing Communications
MCCVB’s FY2020-21 Marketing Recovery Plan was developed based on extensive research in collaboration with the Marketing Recovery Task Force, a countywide task force of hospitality members from various Monterey County jurisdictions. The marketing plan will develop on a quarterly basis to allow flexibility in the face of uncertain market developments.
Key Tactics:
• MCCVB employs a solid framework of paid, social media (owned) and public relations (earned) content strategy to develop and distribute compelling targeted content.
• MCCVB’s Integrated Content Calendar is being developed by quarter, in order to re-assess needs and account for rapidly changing content themes and market needs.
Paid Media Traditional advertising – print, television, radio, display, diret mail, paid search, retail/channel
Owned Media Corporate website, campaign microsite, blog, brand community, Facebook and Instagram comments, mobile, etc.
Earned Media Word of mouth, Facebook and Instagram comments, Twitter (@mentions, @replies), blogs, forums, review sites
Q1 Travel Promotion Campaign: “Road to Inspiration”
When Monterey County reopened for leisure travel on June 12, 2020 MCCVB kicked off its drive market campaign called the “Road to Inspiration”. Research has shown that due to the pandemic, consumers are more likely to travel by car and will travel twice as far as they usually would. It also showed that consumers are seeking outdoor activities and beaches which the campaign features prominently.
Responsible Travel Initiative
In conjunction with the “Road to Inspiration” campaign, MCCVB launched a Responsible Travel initiative that targets both locals and drive market visitors with messaging that promotes safe and responsible behavior. The messaging stresses the importance of wearing a mask, maintaining social distance, following guidelines and leaving no trace behind.
To expand the initiative, MCCVB is leading the development of a broad network of cities and the County governments, area Chambers of Commerce and over a dozen businesses to carry this campaign through their own programs. Additionally, MCCVB created an online tool kit providing all businesses with relevant recovery information, including helpful links and downloadable signage.
Group Business Development
With a focus on maintaining and fostering key partnerships, MCCVB’s Business Development team has maintained a passive but present stance in the meetings industry in Q1, keeping Monterey County top of mind for meeting planners who are actively booking now and into the future. In collaboration with the Marketing and Events Task Force, MCHA and the City of Monterey, MCCVB is working towards laying the groundwork for Monterey County meetings and events in Q1, preparing for their return in 2021.
Key Tactics:
• Provide constant flow of information and updates to clients. • Enhanced client engagement. • Service RFPs from planners and distribute to hotel community. • Promote long lead meetings and conferences.
MCCVB’s Group Business Development target markets shifted closer to home, but remained present in Q1 keeping Monterey County top of mind for future meeting planner opportunities and partnerships. MCCVB’s group Business Development campaign, “Book a Future Transformation” maintains a light presence in Q1 with search and digital advertising and is gradually ramping up as we move into Q2, to align with the expected return of meetings in the first half of 2021.
Community Hospital of the Monterey Peninsula
Community Relations
Tourism is the number one industry on the Monterey Peninsula and the second largest industry in the County. MCCVB continues to develop more community-focused initiatives. It is important that we build and maintain strategic relationships and participate in the development of programs that are focused on recovery and responsible tourism in a way that benefits our business community and residents.
Key Tactics:
• Develop communication programs that increase awareness of Responsible Travel among members and visitors.
• Continue to strengthen relationships with local chambers and non-government agencies and further foster our collaboration with jurisdictions throughout the Monterey County with a focus on economic recovery.
• Create relational engagements with visitors to influence incremental overnight stays and manage visitor behavior through Responsible Travel education.
• Communicate opportunities for members and stakeholders to participate in MCCVB’s programs.
Community Hospital of the Monterey Peninsula
WeatherTech Raceway at Laguna Seca, Salinas
