Transcript chinese-presen

2007 Bahamas Dive Marketing
Committee Chinese Marketing Proposal
Presented By: The Dive Marketing Committee, William Cline, Agency
December 2006
1
Est. U.S. Dive Expenditures
Worldwide
Diving Industry Overview
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Est, 8 Million
Divers (3.4 mill in
U.S.)
$9 Billion Annually
Spent by Diving
Consumers
Est. 72% Spent on
Dive Travel
Activities (US
figures)
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Est. 66% Million
Active, Traveling
Divers
1,900 US Dive Retail
Outlets in U.S.
300 in Canada
Less Than 100 Dive
Wholesalers
Worldwide
Retail, Travel Agent
& Wholesaler
Bookings Account
for Approx. 24%
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Equipment,
Training,
Apparel
28%
Top Dive Destinations in
World:
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Dive Travel
72%
Red Sea
Caribbean
Australia
Pac Rim/Asian
Markets
Bahamas #1 for ShortHaul US Dive Vacations
(3 to 4 days)
Source: Cline Industry Studies, BDA Market Studies, 1996 to 2001.
Presented By: The Dive Marketing Committee, William Cline, Agency
December 2006
2
Estimated World Ancillary Dive
Market Size
Total U.S. Resort
Courses 1 million
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50 Million Snorkelers
5 Million Resort
Course Participants
 However, Neither
Are A Primary
Travel Activity
Motivation
Total U.S. Active
Traveling Divers
2.3 million
Est. U.S. Dive Ancillary Market
Total U.S. Snorkelers
12 million
Total U.S. Divers
3.5 million
Presented By: The Dive Marketing Committee, William Cline, Agency
December 2006
3
Est. U.S. Dive Expenditures
China’s
Diving Industry Overview
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Est, 40,000 Divers
100 Dive Clubs
Travel via Local
Clubs
Huge Interest in
Diving
Sanya Dive
Operation:
2,000/day Resort
Courses with 500
Instructors
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One Main Website
for All Clubs/Divers
(chinadivecommunity.com)
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Two Dive Shows:
Beijing in August
2007
Hong Kong in Sept.
2007
Great Co-Promo
Opportunities
http://www.chinadivecomm
unity.com/english/inc/china
divemarket.pdf
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Equipment,
Training,
Apparel
28%
Top Dive Destinations in
World:
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Dive Travel
72%
Red Sea
Caribbean
Australia
Pac Rim/Asian
Markets
Bahamas #1 for ShortHaul US Dive Vacations
(3 to 4 days)
Source: Cline Industry Studies, BDA Market Studies, 1996 to 2001.
Presented By: The Dive Marketing Committee, William Cline, Agency
December 2006
4
U.S. Dive Market Historical Review
3,500,000
Cline Group 9-Year Calculated Growth for The U.S. Dive Market
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9 Year Trend
6% Average yearly
Growth
Has Always been a
long-term growth trend
industry.
 As opposed to fad
or volatile
industries.
China is expected to
Follow US or Japanese
Dive Markets in Terms
of Aggressive Growth
3,000,000
2,500,000
2,000,000
1,500,000
1,000,000
500,000
0
1996
1997
1998
1999
Calc. # of Divers
Presented By: The Dive Marketing Committee, William Cline, Agency
2000
2001
2002
2003
2004
Industy Calc. Growth
December 2006
5
The Bahamas Diving Association
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36 Members on 11 Islands
 Land-Based Dive Operators
 Liveaboard Dive Vessels
 Dive Resorts
 Active Association
 Works Hand-in-Hand with Ministry
of Tourism’s Dive Marketing
Committee
Presented By: The Dive Marketing Committee, William Cline, Agency
December 2006
6
The Islands of The Bahamas:
Strategic Dive Product
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Logistics, Proximity, Diversity (Topside/Underwater)
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Highly Competitive and High-Quality Dive Product
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Excellent - With Many Unique Types of Diving
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Walls, Wrecks, Dolphins, Sharks, Big Animals,
Blue Holes, Diverse Marine Life
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Quality Facilities and Resorts
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Safe Travel, Accessibility
Presented By: The Dive Marketing Committee, William Cline, Agency
December 2006
7
The Islands of The Bahamas: Strategic
Chinese Travel Dive Product
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Many Connections via London on Various Airlines
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Very Easy on British Airways (2 hour layovers)
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High Quality Dive Product
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Considered a “Dream Destination” by Chinese Divers
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Minimal Funds Needed for Branding
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Safe Travel, Accessibility to USA
Presented By: The Dive Marketing Committee, William Cline, Agency
December 2006
8
The Islands of The Bahamas
Strategic Dive Market Advantages
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Modern Dive Operations
 36 Members in BDA
 Must Follow Strict Guidelines for Membership
Hotels/Resorts
 From Atlantis to Small Hope Bay: It’s All Here
 Cabanas to Casinos
Other Activities
 Golf to Tennis
 Snorkeling to Subs
 World-Class Fishing & Boating
Presented By: The Dive Marketing Committee, William Cline, Agency
December 2006
9
Planned 2006/2007 Chinese Dive
Marketing Initiatives
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Selling Tools: Chinese Language DVD (on-line)
 Auto-Replay for Classes and Displays
 Divided Up By Location/Island
 Shows Diversity and Variety of
Diving in Each Location
 Available Free!
Bahamas Chinese Language Diver
Magazine (on-line)
 In Reprint, But Freely Distributed
as Well
 Extensive Guides
Presented By: The Dive Marketing Committee, William Cline, Agency
December 2006
10
Planned 2006/2007 Chinese Dive
Marketing Initiatives
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Consumer Website: Chinese Language BahamasDiving.com
 On-Line HTML Version of Bahamas Diver Magazine
 Streaming Videos from DVD
 Dive Operator Listings
 Request Materials
 Stephen Frink Island Tour
 Lot’s of Editorial Reference
iPod and Phonecast Downloads
Presented By: The Dive Marketing Committee, William Cline, Agency
December 2006
11
Chinese Language BahamasDiving.com
Presented By: The Dive Marketing Committee, William Cline, Agency
December 2006
12
Proposed Marketing Initiatives
Consumer & Club Programs & Budgets
1.
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5.
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Plan Major Promotion on ChinaDiveCommunity.com
Consumer Sponsorship/Campaign at Both
Chinese Dive Shows: Beijing & Hong Kong
Major Press/PR Programs with Local Media
FAM/Trip Promos & Giveaways
Travel Expenses (Air & Hotel for Representatives)
$5,000
Total Requesting for Co-Op Support for Chinese-Specific
Travel, Promotions, and Translation Assistance in 2007
$50,000
Presented By: The Dive Marketing Committee, William Cline, Agency
$20,000
$5,000
$10,000
$5,000
December 2006
13
Thank You For Your Time
and Consideration
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On Behalf of The Bahamas
Diving Association, Bahamas
Ministry of Tourism’s Dive
Marketing Committee:
Earl Miller
Richard Treco
Neal Waston
Stuart Cove
William Cline
Presented By: The Dive Marketing Committee, William Cline, Agency
December 2006
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