Douglas CollegeAJAC
Aiden Jerry Alizon Colleen
Your 15 Minutes With Us…
Backdrop
Problem Definition
Problem Justification
Package Solutions
Recommendations
Coast Victoria Harbourside Hotel & Marina
Low revenue & occupancy season (October-March)
The Problem…
The Solution…
Customize the marketing mix through packaging
Create stronger tourism clusters
Drives profit
53%
19%
19%
4%4%1%
VISITOR VOLUME 2010 (OVERNIGHT)
British Co-lumbiaOther CanadaUnited StatesAsia/PacificEuropeOther Overseas
VOLUME (15.7M)
http://www.jtst.gov.bc.ca/research/IndustryPerformance/pdfs/tourism_indicators/Value_of_Tourism_in_British_Columbia_2012.pdf
Getting to Victoria…
Target Markets
Multi-Gen Travel-Married couples & families-3 or more generations-Large Groups-Hassle-free travel
Baby boomers ( Ages 48-66)-Value shifters-Worker-Bees-Independent Doers
Generation Y-Disposable Income-Wants to go out on weekends-Free time
The Family Package ($799 for family of 6)
Accommodation-Choice of room categories-Comfort Rooms ($99-109/room)
Entertainment & Activities-Royal BC Museum & IMAX attraction pass ($80)-Big Bus Tour ($29)-Dinner Voucher for Old Spaghetti factory or similar restaurant. ($30)
H-3 Tour ($274 for 2 adults)
Including…
3 days 2 nights
Hippo Tours
Hatley Park National Historic Site
Habitat Cafe
Pricing:
Hippo Tours: $33-38Hartley Park Admission: $5Habitat Café: 20% discount
Out-all-Night ($548 for 2 adults)
Transportation:-Round Trip Limo between hotel and Butchart Garden -Cab to Hush
Accommodation:- Comfort Rooms ($109/night)
Entertainment & Activities:-Hush Bar/Night Club (Free)-Butchart Gardens ($90/person)- 5 Star Limousine($150 round trip)-Blue Crab Bar&Grill (10% discount)
Tourism Clusters
Pacific Coach Lines
Hush Night Club
Hippo ToursBig Bus
Tours
Butchart Gardens
Victoria Clipper
Hatley Park National Historic
Site
Promotion
Social Media:
BC magazine
Pre-existing partnerships
In-house websites
Preliminary Budget
-Advertising in BC magazine:Half page:$2000
-Social Media:Free
-Coast hotel website:Free
Concluding Statement:
Key markets identified
Transportation issues addressed
Multiple channels used
Competitive pricing
References
http://www.jtst.gov.bc.ca/research/IndustryPerformance/pdfs/
tourism_indicators/Value_of_Tourism_in_British_Columbia_20
12.pdf
www.hushnightclub.ca
www.butchartgardens.com
www.Coasthotels.com
www.5starlimo.ca
www.chemistryconsulting.ca
www.tourismvictoria.com
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