Given the nature of the marketing budget, it has been determined that internet based marketing offers the most cost effective opportunity to provide a competitive advantage to the region. The eMarketing approaches put forward in this document will include the utilization of social media networking and focuses on the development of an integrative and well-maintained website to increase knowledge and interest in the region. A key to the entire success of the marketing effort and the distribution strategy will be in having a full-time/part-time dedicated person to coordinate activities and to provide quality control and help develop content.
While the focus of the marketing strategy is to draw visitors into the region who will visit more than one country the strategy recognizes that internal regional tourism is an important component to supporting tourism throughout the region as well as building understanding between various members of the ASEAN family. The strategy strongly supports ongoing efforts to promote internal tourism using the resources of the individual NTOs under the theme of “ASEAN for ASEAN”.
The strategy includes a definition of the management structure for implementing the plan which includes ongoing activities such as research and public relations, identifies a series of budget issues and seeks to define measures of success for the marketing strategy.
The following process was used in developing the marketing strategy. The process was designed to ensure maximum opportunity for feedback from the NTOs as well as selected partners.
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