DD Nat - Geo

PERU
Live the Legend

Dawn Drew
Vice President
National Geographic Global Media: Travel
10 September 2009
Global Media: Travel

PERU – LIVE THE LEGEND
1. Branding
2. Target Marketing
3. Public/Private/Government Relationships
4. Travel to a Better World – Geotourism
Marketing in Action
2
BRANDING: “THIS IS MY STORY AND I’M
STICKING TO IT…” Global Media: Travel
§ Objectives for Travel and Tourism

§ Strong Brand Equity
§ The Story of “Incredible India”
- Results
- The Way Forward
3
BRANDING: OBJECTIVES
§ Further develop Peru as a premier holiday

destination
§ Create a powerful, distinct, meaningful
global brand identity
§ Make tourism a major engine for economic
growth for Peru and its people
4
BRANDING: OBJECTIVES
§ Build authentic travel experiences rooted in

the brand message and image
§ Create and develop tourism circuits based
on Peru’s unique assets related to its:
- History
- Culture
- Contemporary civilization
5
BRANDING: BUILDING STRONG BRANDS
§ MALAYSIA, TRULY ASIA (1999-2009+)

§ AMAZING THAILAND (1998-c.2001)
§ THAILAND: HEAVEN ON EARTH
(c.2001-c.2006)
§ AMAZING THAILAND (c.2006-2009+)
§ LIVE IT UP SINGAPORE (2000-c.2006/7)
§ UNIQUELY SINGAPORE (c.2006-2009+)
§ 100% PURE NEW ZEALAND (2000-2009+)
6
BRANDING: BUILDING STRONG BRAND
EQUITY Global Media: Travel
§ INCREDIBLE INDIA (2002-2009+)

§ More than mere ads
- Consistent, yet diverse message
- Strong imagery
- Tactile programs
§ Less $$ than it appears

- Consistency of messaging from all
stakeholders
§ Doing it right
- Government led/policy driven
- Government/private partnerships
7
BRANDING: INCREDIBLE INDIA’S
INCREDIBLE RESULTS - 2007 Global Media: Travel
§ In, Out and Within: A complete travel story:
- 5.08 MM Foreign Tourist Arrivals

o Annual growth rate: 14.3%
o 16.4% per annum growth between 2003
and 2007
o 26% growth in 2004
- 9.78 MM Outbound Tourists

- 526.5 M Domestic Tourism Visits

o Annual growth rate: 14%
- $10.73 BB US Foreign Exchange Earnings

8
TARGETING: DON’T SHOOT UNTIL YOU
SEE THE WHITES OF THEIR EYES…” Global Media: Travel
§ Travel Trade
§ Consumers
- India’s assumption….and omission
§ Phase Marketing
9
TARGETING: BUILDING CONSENSUS WITH
THE TRADE Global Media: Travel
§ Building the brand with everyone associated

with travel and tourism
§ The not-so-obvious travel stakeholders

- Textiles
- Retail (restaurants and others)
- Infrastructure and other construction
companies and ministries
§ Agricultural products, companies, ministries

(such as coffee)
10
TARGETING THE “NEW CONSUMER”
§ The recession has changed everything

- No one income group or demographic is exempt
- The rich no longer “feel luxurious”
§ Mass Market: The new leadership group

- The concept of “saving” is a way of life, and
they will still travel
- Standards are high, but different
- The Chinese have middle class values and
travel in groups
§ Keeping the options broad

- Development of lodging, ground transportation,
access to sights, etc, should be evenly provided
from luxury to economy
11
TARGETING THE IMPORTANCE OF THE
GEOTOURIST Global Media: Travel
§ Geotourism: Travel that sustains or enhances the

geographical character of the place being visited –
its environment, culture, heritage, and the well-
being of its residents
§ 55+ Million geotourists in the U.S.
§ Crave unique, yet authentic, experiences when

traveling
§ Tourism dollars should support the destination

being visited
§ Have distinct expectations of government and

industry
12
TARGET: THE GEOTOURIST
§ Primary motivation in travel is to experience a

culture other than their own
§ Spend time and money before a trip to learn

about the destination
§ Attend cultural events near their homes to

experience aspects of a country’s heritage
§ Eat local cuisine while traveling; at local

restaurants
§ 90% of all geotourists want to use companies, or

go to destinations, that enhance and provide
authentic cultural experiences
§ 50+% say they would pay between 10% and

15% over existing prices to have travel
experiences that are culturally authentic
13
TARGETING: PHASE-MARKETING MIGHT
YIELD FASTER RESULTS Global Media: Travel
§ Phase I: Peru-Aware
- USA, Western Europe, Japan, the UK,
domestic market
§ Phase II: Peru-Aware/Culturally Linked

- Argentina, Chile, Mexico, Brazil, Spain
§ Phase III: Peru-Unaware

- China, Russia, India
14
PUBLIC/PRIVATE: PARTNERSHIPS
§ Tourism Growth as National Policy
§ The Role of Government and Consumer

Expectations
§ India….Again
15
PUBLIC/PRIVATE: A NATIONAL TOURISM POLICY
§ A National Objective for Tourism:
Achieve a superior quality of life for Peru’s citizens

through the development of travel and tourism.
This can be achieved by focusing on the

development of both domestic tourism so that
citizens travel within and outside of the country,
and foreign tourism arrivals that will build an
industry for the nation.
16
PUBLIC/PRIVATE: TO WHOM MUCH IS GIVEN,
MUCH IS EXPECTED Global Media: Travel
§ 88% of all geotourists say that governments are

in the best position to sustain and protect local
environments
§ Consumers believe in the power of the industry:

- “…educate the local residents to take pride in
their culture rather than selling out to tourism”
- Help protect authentic settings – 94%
- Provide meals and entertainment from local
resources – 92%
- Hire local staff – 90%
- Travel companies have an obligation to sustain
and enhance the culture and heritage of
destinations
17
PUBLIC/PRIVATE = PARTNERSHIPS
§ India….Again:
The Experience India Society
A group of private sector businesses that works in

tandem with the ministry of tourism to provide
additional experiences to add dimension to the
programs supported by the government.
Stakeholders include: textiles, hotels, airlines,

restaurant groups, retail, tour companies
18
TRAVEL TO A BETTER WORLD
§ India…. One More Time: Rural Tourism Project
§ Geotourism Marketing In Action: NG Case

Studies:
- Mexico 2008
- India 2004/05, 2006/07, 2008/09
19
India… One more time:

§ Objectives:
- Bring travelers beyond major cities and sights
- Make tourism a viable business for the
community based economic growth
- Provide consumers with the access to
traditional communities, ways to meet people
§ Partnership with UNDP to develop rural tourism

villages
§ Accessible from most major cities
§ Airline cooperation
§ Development of “tourist-ready” facilities in
authentic settings
§ Increased stakeholder share for handicrafts and
textiles
20
Geotourism Marketing in Action - Mexico

§ Objective:
To introduce consumers in North America to
cultural, modern Mexico
§ Tactics and Results:

- 48-page supplement written and created by the
editors of NG Traveler, plus 2 custom maps.
Inserted into 3 issues of the magazine (Results:
1MM copies, 7MM readers; 21MM gross
impressions)
- 9 Live events in major North American markets
featuring music, food, photos and more (Results:
35,000+ attendance, 1MM gross impressions
of PR
21
Geotourism Marketing in Action - India:
§ 1999: National Geographic Traveler names

Kerala a Place of a Lifetime
§ 2004 Editors of NG Traveler produce and publish

a 48-page editorial supplement on the culture
of India
§ 2005: NG Traveler creates 4 “Experience India”

consumer events in the US to promote travel to
India using photography and food to attract
Geotourists, reaching 10,000+
22
Geotourism Marketing in Action – India
§ 2006: NG Traveler creates and publishes a 68-

page editorial supplement about traveling through
India featuring all new photography
§ 2007 NG Traveler creates 9 “Experience India”

events for consumers in 6 US markets featuring
music, food, wine, and contemporary art
§ Attendees: 20,000+
23
Geotourism Marketing in Action - India
§ 2008: NG produces custom printed and integrated map.

Distributed in NGT Traveler and hosted on website of Incredible
India
§ 2009: Beginning September 15th in Los Angeles, Ca, NG will

present India Calling! A series of events including a grand-scale
photo exhibit in downtown LA, a handicrafts festival followed by a
full day cultural festival on the 20th of September at the Holly wood
Bowl featuring:
- Handicrafts from the Rural Villages of India
- Music and dance from all over the country
- A major concert starring the Ravi Shankar Ensemble, Anoushka
Shankar, Khailash Ker and others
- First official state visit from the Minister and Secretary of
Tourism, Govt. of India
24
“In the end, we will conserve only what we love;

We will love only what we understand;
We will understand only what we are taught.”
-- Baba Dioum
25

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PERU

Live the Legend

Global Media: Travel

§ Objectives for Travel and Tourism

§ Further develop Peru as a premier holiday

§ Build authentic travel experiences rooted in

§ MALAYSIA, TRULY ASIA (1999-2009+)

§ INCREDIBLE INDIA (2002-2009+)

§ Less $$ than it appears

§ In, Out and Within: A complete travel story:

- 5.08 MM Foreign Tourist Arrivals

- 9.78 MM Outbound Tourists

- 526.5 M Domestic Tourism Visits

- $10.73 BB US Foreign Exchange Earnings

§ Building the brand with everyone associated

§ The not-so-obvious travel stakeholders

§ Agricultural products, companies, ministries

§ The recession has changed everything

§ Mass Market: The new leadership group

§ Keeping the options broad

§ Geotourism: Travel that sustains or enhances the

§ 55+ Million geotourists in the U.S.

§ Crave unique, yet authentic, experiences when

§ Tourism dollars should support the destination

§ Have distinct expectations of government and

§ Primary motivation in travel is to experience a

§ Spend time and money before a trip to learn

§ Attend cultural events near their homes to

§ Eat local cuisine while traveling; at local

§ 90% of all geotourists want to use companies, or

§ 50+% say they would pay between 10% and

§ Phase II: Peru-Aware/Culturally Linked

§ Phase III: Peru-Unaware

§ Tourism Growth as National Policy

§ The Role of Government and Consumer

§ A National Objective for Tourism:

Achieve a superior quality of life for Peru’s citizens

This can be achieved by focusing on the

§ 88% of all geotourists say that governments are

§ Consumers believe in the power of the industry:

The Experience India Society

A group of private sector businesses that works in

Stakeholders include: textiles, hotels, airlines,

§ India…. One More Time: Rural Tourism Project

§ Geotourism Marketing In Action: NG Case

India… One more time:

§ Partnership with UNDP to develop rural tourism

Geotourism Marketing in Action - Mexico

§ Tactics and Results:

Geotourism Marketing in Action - India:

§ 1999: National Geographic Traveler names

§ 2004 Editors of NG Traveler produce and publish

§ 2005: NG Traveler creates 4 “Experience India”

Geotourism Marketing in Action – India

§ 2006: NG Traveler creates and publishes a 68-

§ 2007 NG Traveler creates 9 “Experience India”

Geotourism Marketing in Action - India

§ 2008: NG produces custom printed and integrated map.

§ 2009: Beginning September 15th in Los Angeles, Ca, NG will

“In the end, we will conserve only what we love;

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