HomeMy WebLinkAboutmarketingMarketing Plan
Miami SkyLift has the unique advantage of more than fourteen years of promotional and marketing
experience in Miami's dynamic tourism industry.
We know how to generate immediate high volume traffic for the attraction through promotional activities
with local organizations and the involvement of tour companies, hotel concierges and cruise line
representatives. Our international connections will also insure that the Miami SkyLift will become a
must -do attraction for foreign visitors from Europe, Asia and Latin America.
In addition, SkyLift is committed to partnering with NatCorn Marketing, a minority -certified
communications company with strong ties to the local community. NatCom, founded in Miami in 1982,
is a full -service agency specializing in diversity marketing, promotional planning and integrated media
campaigns. The agency has worked extensively with local, state and federal government agencies.
NatCom was a featured case study at Harvard Business School and has been ranked by Hispanic
Magazine, as one of the leading Hispanic owned marketing agencies in the U.S.
NatCom is also experienced in special events such as the American Airlines Miami Mile, Sabor Miami
Hispanic Food Festival and the creation and management of a 20-story hot-air balloon in the shape of a
"Whopper" sandwich that toured the world for Burger King.
Marketing Strategies:
Tour Operating and Destination Management Companies: Selected tour operating and destination
management companies will have the opportunity to sign net rate contracts with SkyLift. The Miami
SkyLift will become a highlight in any tour or incentive program.
Hotel Concierges and Bell Captains: Hotel concierges and bell captains of local hotels and
establishments will be provided with brochures and other pertinent information. The SkyLift will offer
complimentary admission to them and members of local service industry associations, i.e. Southern
Florida Concierge Association. This will be done in an effort to prompt these local resources to sell and
promote the SkyLift to the thousands of area visitors they service.
Port of Miami: Miami is the busiest cruise port in the world. The SkyLift ride will be offered to all cruise
lines visiting the Port of Miami as an addition to their shore excursions program. It could be offered as a
separate tour option, or easily incorporated into a Miami city tour.
Printed Materials: SkyLift brochures will be printed and distributed to hotels, attractions, and public
places such as airports, car rental agencies, etc, The SkyLift will work with specialized companies to
ensure the best possible distribution.
Advertisements: Advertisements will be placed in local hotel books, tourist information guides and
booklets.
Website: An attractive and fun website will provide information about the SkyLift and its Bayfront Park
location and provide a virtual balloon ride experience to Internet users and independent travelers who use
this method to learn about activities in Miami. Patrons will be able to purchase tickets directly through the
Internet and will be able to secure specific times. The site will use the Iatest search engine optimization
tools and technology to attract visitors, plus the site will be linked to local, state, and international tourist
related sites, again to maximize traffic to the website,
Travel Packages: The SkyLift attraction will be offered to domestic and international travel wholesalers
to be included in their travel packages. Currently, a proposal is being prepared for Thomas Cook.
Trade Shows: The SkyLift will be promoted at trade shows, fairs and exhibits where domestic and
international buyers become acquainted with new and unusual attractions to add to their existing
programs. The company intends to attend the Florida Huddle and POW WOW, America's largest tourism
fair.
Ads and Commercials: The SkyLift will be promoted locally through advertisements in local
newspapers, magazines and TV commercials on cable networks including ESPN, the Travel Channel,
Food Network, MTV, CNN, and others.
Direct marketing: The Company will target corporations and organizations directly through mail and e-
mail and offer the venue for charters, private functions and corporate events. Arrangements have been
made with a data broker and an independent marketing consultant.
Bayside Ticket Booth: The Company will attempt to place a ticket and information booth on the
premises of Bayside Market Place. In conjunction therewith, there will be a rebate program for patrons
that have made purchases at Bayside (including restaurants). The Company will also contact the
sightseeing boat and the local casino boat operators to arrange for a discount double ticketing program.
Public Relations Plan
Executive Summary
We will communicate the message that the SkyLift is a family -oriented, fun, safe and environmentally
friendly attraction that will provide its patrons with a unique opportunity to be entertained and at the same
time learn interesting information about Miami. The initial launch of the SkyLift (i.e. its first ride) will
generate local, national and international media attention and favorable publicity for the City.
Situation Analysis
Miami, unlike New York City's Empire State Building or Chicago's Sears Tower, has no public elevated
platforms from which visitors can view the city and its surroundings. This provides an opportunity for the
SkyLift to become Miami's signature attraction.
Goal
To promote the SkyLift as a pleasurable, exhilarating experience for young and old, tourists, Iocals and
families alike and to make it a new destination for visitors to Miami and Miami's most recognized
landmark.
Objectives
• To integrate the SkyLift into the existing local tourism industry.
• To be a magnet drawing tourists and residents alike to downtown Miami during the day and
evening and weekends and weekdays.
• To contribute positively to the popularity of Bayfront Park.
• To become known as a fun -filled and entertaining experience for people of all ages.
Target Audience
Media outlets that target:
• Tourists (those visiting for both business and pleasure)
• Locals (including civic and charitable organizations)
• Corporations (for corporate events, meetings, incentives)
Strategies
• Press releases (TV, radio, newspapers and magazines)
• Extensive publicity will be generated leading up to the initial launch through an auction or public
bidding for the highest bidder to be the first person or company to ride the Miami SkyLift. All
proceeds will go to charity. The Launch Grand Opening will of course include local, state and
international VIPs plus representatives from the tourism industry.
• Charity Events - The Company will host 6 events annually to benefit charitable organizations, of
which the City or Bayfront Park Management Trust may select two.
• Additional Activities for school children, underprivileged groups and other worthy causes.
• Printed Materials - The Company will have a brochure printed, which will be handed to each
patron riding the balloon and will be distributed at hotels, cruises and through the Convention and
Visitors Bureau. In addition, the SkyLift will participate in Miami tourism related directories and
other advertising opportunities promoting Miami. This brochure will contain a brief write-up of
Miami's history and sites of interest as well as the Bayfront Park name and logo.
• Media Relations — The SkyLift will create and foster ongoing relationships with writers,
publishers and producers in the local area as well as targeted tourism focus publications and
electronic media.
Outreach Plan
Miami SkyLift will offer an extensive outreach program to the local community by involving civic and
charitable organizations in the operation and success of our attraction, We will provide both educational
and balloon ride experiences for school children and Miami's underprivileged.
Outreach Strategies:
Associations: Joining civic associations such as the Greater Miami Visitors and Convention Bureau,
Greater Miami Chamber of Commerce, Beacon Council and the Latin American Chamber of Commerce
will provide a conduit to the Miami area business leaders. Through our involvement with these and other
civic associations our goal is to market Miami Skylift as a new destination attraction for residents as well
as visitors.
Charity, Events: Hosting a series of events each year for the benefit of local charity organizations such as
the March of Dimes, United Way, National Association for Autistic Research (NAR) Miami Project, Liga
Contra el Cancer, Haitian American Community Association of Dade County (HCAD) and the Fredrick
Douglass Foundation. These events will highlight the commitment to area charities and will also provide
the charities with key fundraising opportunities.
Miami Balloon Days: Offering free admission days for school children, senior citizens, the physically
challenged and select underprivileged groups thereby promoting good will and providing these groups a
great entertainment and educational experience.
Special Events: Partnering with Local mega -events such as CaIle Ocho, Goombay Festival and the
Coconut Grove Arts Festival for the purposes of cross promotion. Combined, the aforementioned events
draw nearly 3 million visitors to the streets of Miami. These well -established events provide an excellent
source for outreach.
Financial Stability
SLH successfully raised the required funds for this venture by means ofa private equity offering
in April of 2003 from domestic and foreign investors. To date, SLH has already purchased and
paid for the Lindstrand HiFlyer balloon and ancillary equipment and possesses sufficient capital
for site preparation and implementation of the Miami SkyLift. Further, SLH has arranged for
multiple revolving credit lines with local banks.
There are no balances outstanding. SLH, together with its investors, will guarantee to BPMT the
Minimum Guaranteed Payment with a letter of credit or similar instrument, if required.
Mr Mark Scott
SkyLift Holdings, LLC
1109 Ponce; de Leon
Florida 22134
U.S.A.
3"d March 2004
Dear Mr Scott
Miami HiFryer
Lindstrand Tech., Ltd.
HiFlyer
Purchase Confirmation
Lindstrand Balloons Ltd
Maesbury Road Oswestrj,
Shropshire
SY1O BZf, En land,
Tel: (U 1691) 67 1 �613 Fax: (01691) 67 99 91
1 would like to confirm delivery of the HiFlyer which you have purchased from our
Company.
e equipment is ready for delivery to you and should be with you no later than
,4 o/three eeks if shipped immediately.
Best re
r
Per Lindstrand
Managing Director,
PHILADELPHIA
AMERICA'S FIRST ZOO
340o West Girard Avenue
Philadelphia, PA [9to4-1t9ti
115-145-5154 Fix 1t5-243. RS
www.phiiadelph iaxoo.org
April 28, 2004
Mark A. Funnen
Skylift Holding LLC
1109 Ponce de Leon Blvd.
Coral Gables, FL 33134
Confirmation of
Financial Viability
of the HiFlyer
Mark,
It was a pleasure speaking to about your planned HiFlyer in Miami and your recent visit
to see our HiFlyer in Philadelphia. I am happy to assist you with as much personal
information that I can provide regarding our HiFlyer here at the Philadelphia Zoo.
Our Lindstrand HiFlyer was launch on June 13, 2002 as the Channel 6 Zooballoon here at
the Philadelphia Zoo. We secured a sponsorship agreement with the local ABC affiliate
Channel 6 here in Philadelphia. With our relationship with Channel 6 we have been able
to have the HiFlyer on the news many times as well as a location for the live weather
shots on Friday evening.
We completed our first year of operation having flown over 36,000 passengers. The
second year we were able to operate for an entire season and our rider -ship exceeded
51,000. For this year we have budgeted to have over 53,000 passengers.
The Channel 6 Zooballoon has been a great addition to the Zoo. Our visitors are able to
view the Zoo and our animals from a different vantage point as well as have an
impressive view of the city skyline. We survey our visitors everyday during the season
and the Channel 6 Zooballoon is the highest rated attraction here at the Zoo.
In addition to using the Channel 6 Zooballoon for our daytime visitors we also sell the
balloon for evening rentals for companies, charities and organizations to host nighttime
events, which has been very successful.
We also use the Channel 6 Zooballoon beyond just a revenue source. We have
illuminated the balloon orange for Halloween and as a show of city pride the balloon was
lit green to support our professional football team the Philadelphia Eagles during playoff
season. Unfortunately this hasn't helped them get to the Super Bowl.
Regarding the operational components of the balloon. When we researched the balloon
we were very concerned about having the proper skill -set on staff to handle the general
maintenance and any major mechanical issues. We were fortunate to have Matt Monfredi,
whom you have met, join the Zoo as the Balloon operator. As you know Mr. Manfredi
has worked with Lindstrand Balloons many times and has a strong working knowledge of
the balloon. We have also been pleased with the on -site engineers that the company sent
to launch the balloon and those that come to inspect the balloon annually. I will say at
times it is difficult to have the manufacturer of the balloon in another country but they are
responsive when we require their assistance or need them on -site.
If there are other questions or comments that would help with your decision to open and
operate your planned HiFlyer please feel free to contact me and I will provide you with
my honest opinion. Yon can contact me at (215) 243-5653.
Best Regard
Robert F. Nicol
Vice President, Guest Relations