douglas college team ajac (2012 linkbc case competition)
DESCRIPTION
This is the presentation from the Douglas College AJAC team at the 6th Annual LinkBC Case Competition. They were challenged with creating packages for a Coast Hotels & Resorts property drawn at random. The packages had to attract new visitors to the region during the off season.TRANSCRIPT
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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