downloadable - Visit Montserrat
downloadable - Visit Montserrat
downloadable - Visit Montserrat
Create successful ePaper yourself
Turn your PDF publications into a flip-book with our unique Google optimized e-Paper software.
Draft Final Report, 19 th July, 2012<br />
28.4 DEVELOP E-MARKETING, E-DISTRIBUTION AND E-<br />
COMMERCE<br />
The creative use of technology is crucial to the development of<br />
tourism to <strong>Montserrat</strong>. The internet provides the technology<br />
platform for <strong>Montserrat</strong> to establish itself in niche markets on<br />
an equal footing with its competitors at comparatively modest<br />
costs.<br />
Adequate resources must be allocated for this activity – not<br />
only for the development and management of the web site, but<br />
equally important, to recruit the necessary skills to manage,<br />
maintain and further develop the site.<br />
Priorities are:<br />
• Re-construct the MTB website more as vacation planner<br />
rather than information source<br />
− map of island highlighting visitor attractions<br />
− list and link product packages<br />
− list and link <strong>Montserrat</strong>ian foreign tour operators who<br />
feature these packages in their brochures<br />
− list and link ground tour operators who have packages<br />
− show how to get to <strong>Montserrat</strong>; links to the airlines and<br />
travel bookers<br />
− slide show on products.<br />
• Develop online reservation capability.<br />
• Sell advertising space (banners, pop-ups, etc).<br />
• Establish forums to interact with existing and potential<br />
customers – blog sites etc<br />
• Achieve search engine optimization.<br />
It is also important that private sector operators have attractive<br />
websites, linked to the MTB website.<br />
Driving Customers to the Sites<br />
Promoting the website is fundamental. Referencing the<br />
website in generic advertising, publicity and PR activities,<br />
while very important, is not sufficient. Focused web promotion<br />
is necessary and the allocation of a dedicated web-marketing<br />
budget is recommended.<br />
28.5 PROMOTIONAL ACTIVITIES<br />
In the selected markets a mix of promotional activities will<br />
need to be undertaken, to include:<br />
• advertising<br />
− limited general advertising in specific print media,<br />
which have long shelf life<br />
− niche market media<br />
− selected web sites (e.g. Total Vacations, Canada)<br />
• educational trips for journalists, travel writers<br />
− print media<br />
− Audubon, National Geographic<br />
• purchasing tours for overseas tour operators<br />
− one or two market per year, depending on new<br />
product development<br />
• collaterals<br />
− hiking trails guide in addition to existing range of<br />
collaterals<br />
• public relations/representation<br />
− press releases, advertorials<br />
− press trips<br />
• participation at holiday fairs/trade shows<br />
− when supply of ‘market ready’ product sufficiently big<br />
to justify participation.<br />
MONTSERRAT TOURISM DEVELOPMENT PLAN 2012 – 2022<br />
114