douglas college team ajac (2012 linkbc case competition)

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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