Mathilde Bancillon Shannon Hughes Zoe Johnson Allee Lizama

Market in 2014:

Market in the 1990’s

Current Brand Position

Eco-tourism company operating in Thailand Serves the “mass-tourism” market

Potential customers cannot identify the ‘brand’s added-value’

Unique Experience:Brittany and Jesse’s Review

“Brittany and I went on our sea canoeing excursion today with Sea Canoe Thailand and I can’t sing their praises

enough!

There were so many other tours out there, but our guides knew the tides so well, and were able to put us in the most amazing spots before any of the other groups came along.

We also really appreciated having a smaller group.

It was an incredible experience.”

Brittany and Jesse (November 2014)

Campaign Objectives Segment the mass-tourism market for sea-kayaking tours

in Thailand

Target a specific tourist group through a new campaign

Remind our target market that Sea Canoe is the

original ecotourism experience

Conceptual Target Market

Adventure-seekers

Upper-middle class

Scandinavian, German, other Western European

tourists

Individualists

Care about sustainability and the environment

Young adult backpackers and suburban families

Pen Portrait Kea, Age 29

From Helsinki, Finland

Occupation: Pediatrician (University and Graduate

Education)

Relationship Status: Recently married, getting ready to have

children

Lives an active and healthy lifestyle. Loves hiking, yoga,

and adrenaline-pumping activities. Avid traveler.

Cares about sustainability and the environment.

Active on social media, especially Instagram and

Facebook

Weaknessesno clear competitive advantage

competing on $$

Opportunitiessustainability and ecology are popular

trends

current positioning as the original experience

Threats highly saturated market

Strengthsenvironmentally friendly

Values Thai culture

High Google search position

The main tenant of ecotourism is to

refrain from harming the environment

in any way. At SeaCanoe, our guides are

trained to respect the places you visit

and help you understand why the

environment is so special and should be

protected.

We leave no trace of our being in an

area, and ask our guests to respect this

belief. We also educate local people in

environmental care through our guides,

many whom come from local fishing

villages.

Eco-Tourism

ECOTOURISM

Leader in the Ecotourism Industry

● Join eco-tourism communities/coalitions○ The International Ecotourism

Society (TIES)○ Thai Ecotourism and Adventure

Travel Association (TEATA)○ Conservation International (CI)

● Ecotourism certifications○ Thai Green Label Scheme

Repositioning Sea Canoeanti-mass tourism

The Original Experience

Get rid of the background noise

Reconnect with nature, spirituality & yourself

true ‘vacation’ for you mind, body & soul

The Campaign:

Real Life Instagram

DISCONNECT TO RECONNECT

Real Life Instagram

DISCONNECT TO RECONNECT

Retreat Don’t #RetweetDisconnect to Reconnect

#travel

#nofilterDisconnect to Reconnect

Digital Advertising Campaign

● Social Media

● Blogs and Trip Review Websites

● Advertisements/Features in Travel Guides

● Native advertising

The Digital Pathway

Thai Tourism App

Content StorytellingAd Campaign

Social Media Storytelling

#Disconnect2Reconnect

Facebook is the traveler’s social network of choice, with 29% using this

platform for vacation inspiration

Facebook Currently90 likes, not active since August, mostly in Thai without translation

Facebook Revamped

Twitter Currently

1 Tweet, 18 Followers, blurry profile picture, not active since 2010

Twitter Revamped

1

Instagram Account@experienceSeaCanoe

Sea Canoe is an eco-sustainable adventure company that specializes in sea kayaking

throughout Thailand. We are dedicated to giving you an authentic taste of our natural

beauties and deeply-instilled traditions.lostinthehongs.wordpress.com

Sea Canoe Thailand 541 5000 123 posts followers following

FOLLOW

Exploring Phuket Like a Local: The Places You’ve Got to See Posted Nov. 13th, 2014

Phuket is teeming with delicious food, great shopping, and fun experiences that tourists tend to skip over. Escape the tourist destinations and begin experiencing Thai culture by visiting some of our favorite places to go!

A Waterside Avenue in Phuket

Lost in the Hongs Adventure Blog

Responding to Feedback

on

@AsiaTr0tterResponse May 12th, 2014

We’re very sorry that you felt we wasted some of your trip time. We’re taking your feedback into consideration in order to make our future trips better and create a more engaging experience from beginning to end. Thank you for your patronage and we hope to see you in the future! #Disconnect2Reconnect

Native Advertising

Reach out to top adventure/travel bloggers and offer them free flight and Sea Canoe trips in return for

personalized content on their blogs.

Across and Abroad

Adventure Inspired

Adventure Women

Chasing Travel

Expert Vagabond

Global Grasshopper

Life, Love and Adventure

Mapping Megan

Off the Path

Round We Go

Walk Simply

Never Ending Voyage

Reputable travel guide

4.1 million monthly visitors

Online & mobile ads

Social media connection

Programs & Sponsorships

Median Age: 43.4

Median Income: $97,733

Travel Guides

Largest travel guide book publisher in the world

Online & mobile ads

Social media connection

Sponsorships

Ambient ElementsCapitalize on public transportation stations (tubes, subways, etc.) and turn them into the inside of a

hong to mimic the experience.

Stockholm Central Station Phuket Hong

Campaign Timeline

● 2014 november, december : high season. Create social media content, Ad/features in Travel Guides

● 2015 january, february : high season. Update social media content, Ads, Ecolabel process

● 2015 march :off season. Native ad, Update social medias, Ads, Eco label process

● 2015 april, may, june, july, august :booking time. Native ad, Ad and

ambient elements, Update social medias, begin Eco-label process● 2015 september, october : off season. same as 2014 march● 2015 november, december : high season. Ads, Update social medias, Eco

label process

● 2016 january : high season. Ads, Update social medias, Eco label awarded,

Marketing our services with eco label, Join ecotourism communities

● 2016 february : high season. Ads, Update social medias, Marketing our

services with eco label, Participating in ecotourism communities events

Questions?

AppendixAppendix 1: Target Market Information

Appendix 1: (continued)

Responding to Disaster: Thai and Scandinavian Tourists’ Motivation to Visit Phuket, Thailand

Appendix 2: Native Advertisement Information

Appendix 2: (continued)

The Expeditioner’s List of the Top

50 Travel Blogs

Appendix 3: Eco-tourism Industry Information