LAUNCH FLEX SEPTEMBER CAMPAIGN BNG MARKETING STRATEGY APRIL 2016

Transcription

1 LAUNCH FLEX SEPTEMBER CAMPAIGN BNG MARKETING STRATEGY APRIL 2016

2 FLEXIBLE LENGTH OF STAY CONTENT CONTEXT Business and marketing objectives Timeline Product BRIEFING Communication approach Main proposition Channels Deliverables APPENDIX Trends Current communication examples

3 FLEXIBLE LENGTH OF STAY Business and marketing objectives BUSINESS AND MARKETING OBJECTIVES Business objectives - Generate additional revenue without any cannibalization - Attract trialists for all markets, for a first discovery of our brand and product - Following by improving return intention - Improve occupancy rates, mainly during off-peak seasons Marketing objectives - Respond to the consumer trend of deciding self when and where to go. Consumer determines, Center Parcs answer is a flexible offer. - Offer the same Customer Experience, regardless Length of Stay - Deliver and foster value proposition towards (family) target groups - Emphasize richness of the Center Parcs concept - Clear communication about the product offering; what do we offer our guests? - Bring across relevant buying reasons, aligned in all phases of the Customer Journey - Emphasize Center Parcs as being an innovative brand and product

4 FLEXIBLE LENGTH OF STAY Timeline introduction of FLEX product TIMELINE BNG Mid Jan. 16 March 16 April 16 May 16 Aug/Sept 16 Center Parcs BNG started introducing Flexible length of stays With a low profile and targeted communication in BNG. To reach trialists and prevent cannibalisation. And to evaluate operationally with the villages. Examples of the low profile communication Flex are in the appendix. Meeting with Revenue Management First results Flexible length of stays are considered positive for BNG. Next analysis moment for BNG by Revenue team Fully Flexible offer (see next slide) Content website will be updated Continue soft communication approach SEPT CAMPAIGN Big launch moment for Flexible Length of stay in BNG Activate all channels

5 Arriving everyday except Sunday Note: mostly non-holiday arrivals. Valid: incl Toppings, EBD, Friends program, etc. Departure hour on sundays: (only exception) FLEXIBLE LENGTH OF STAY Product PRODUCT FLEXIBLE LENGTH OF STAY Mid Jan. 16 May 16 Fully Flexible

6 BRIEFING

7 MARKETING STRATEGY Communication approach COMMUNICATION APPROACH After having a low profile communication for the first months, we want to promote this unique product bigger to the bigger public for BNG markets as of September campaign Assignment We would like to ask you to plan a big introduction campaign of new Flexible LOS product: To reach all target groups, still focus on trialists Activate all channels and types of media Focusing on flexibility and product experience, no entry on price Combining the flexibility with a smart Value for money proposition Confirming the same CP Product experience Market specifics: BNG - > type of stays Weekend and Midweek are very well-known. Meaning; that CP is introducing flexibility is news. For GER it is less known than in NL and BE

8 MARKETING STRATEGY Main proposition Emotional: CENTER PARCS ALWAYS FITS YOUR AGENDA Functional: CENTER PARCS OFFERS FLEXIBILITY! (First in the Bungalowmarket) Choose your own arrival day and length of stay Because only you can best decide when and how long you need a Center Parcs break. Arrive everyday of the week (except Sunday) Choose your length of stay Please note: IF (because of available time) a choice in messages needs to be made in ATL communication, the priority needs to be given to the functional message.

9 MARKETING STRATEGY Offer & timing Hierarchy in arrival window - offer communication BNG 1. ATL: Arrival window: najaar/autumn with an as of price of a Flex offer non-holiday (naming in terms of; verblijf in het najaar / your autumn stay ) 2. Simultaneous: push Autumn holiday with a separate online campaign and Autumn holiday offer Timing Please note: Flex offer isn t part of the Summer campaign since it is very limited available in the offer. Note: starting date Germany TBC (can be a week later) BIG LAUNCH Integrated in September Campaign

10 MARKETING STRATEGY Channels Focus on Trialists The new arrival types/length of stays are relevant for trialists, to prevent cannibalization as much as possible. CP WEB (homepage + landingpage) ATL PR Social + YouTube Online media Search (e)dm -> focus on trialists Indirect channels -> only segmented messages/offers as decided in the first phase

11 MARKETING STRATEGY Deliverables DELIVERABLES September campaign message and creatives BNG Activation plan for BNG, all channels. Budget: NL TV Activation Online Total BE TV Activation Online Total GE Radio Activation Online Total KAM (budget Metapeople) KAM (budget Metapeople) KAM (budget Metapeople) Existing material which can be used: -General landing page and segmented landing pages if needed -Flex movie with Mr Wings -Toolkit developed by Contentteam with copy and image choices

12 APPENDIX TRENDS

13 TRENDS FLOS Trends FLEXIBILITY TRENDS One of the trends for the bungalow sector in 2016 is flexibility, according to the NRIT. In the bungalow sector flexibility is not yet known. Center Parcs is the first one to introduce flexible arrivals. More flexibility is wanted because people want to decide for themselves when and how long they want or need a holiday. They want more freedom in their choices for a holiday. Self service is the new trend for the future. Customers have more influence, to keep them satisfied more self service will be introduced. Consumers want to have the feeling they matter and like they have more to say. Nowadays they expect fast services and immediate reactions to their questions. That is why self-service will be more beneficial in the future. It will increase the efficiency and client happiness.

14 TRENDS FLOS Trends FLEXIBILITY TRENDS A trend within the consumers last year has been more flexibility. This is because of the lack of time in people s schedules. With a busy work schedule people experience less free time to spend doing things they love. They want to spend their spare time as efficient possible. Think about the growing fitness industry. People are not bound to special training times. They can choose what time, day and even most of the times even where in the country they want to train. Flexibility is becoming a must for the new generation. The new way of watching TV is also a sign that flexibility is central in the way we live nowadays. Netflix and video on demand are getting more popular every day. This trend is also the reason Netflix is growing so fast. People don t have the time or the energy to sit down and follow the programs they want to see on the times the network programmed it. They want to take control and see their programs or movies on demand. Customers are getting more control everyday.

15 APPENDIX Current communication

16 Communication WEB Home: News item Home Search and Single click search: info bullet FLEX: homepage ONE TIME, TO ALL VISITORS

17 Communication WEB SEARCH: Info bullet FLEX: facette search ONE TIME, TO ALL VISITORS Top Landing Pages: Banner Segmentation Landing Pages: TEASER RIGHT Park page: TEASER RIGHT Park page SEARCH: Info bullet FLEX: product page ONE TIME, TO ALL VISITORS

18 Communication Online movie Within Mr. Wings concept Available beginning of April

19 Communication LANDING PAGES General page Markets: BNG, NFM

20 Communication LANDING PAGES Segment Families 0-4 Markets: BNG

21 Communication LANDING PAGES Segment Families 5+ Markets: BNG

22 Communication LANDING PAGES Segment Mediors couples and 3 generation Markets: BNG

23 Communication MOBILE LANDING PAGE EXAMPLE The Netherlands 23

24 Communication ONLINE MEDIA Segmented approach with content partners Examples NL and BE (work in progress) Retargeting Creatives and timings to follow

25 Communication SEARCH Implement adsite links using a general message / landing page. Pushing campaigns when flexible arrivals are included in the offer. Second stage and according to results (no cannibalization), we will use specific messages (targeting family / senior) in the framework of retargeting campaigns.

26 Communication DM Segmented as much as possible: Reconquer prospects + in-active database New leads gathered past months Active clients subtle message within another moment Active clients (segmented message) Creatives and timing to follow, see also next slides

27 Communication DM Germany ing: Target: non-active, new leads (76.562, opening rate: 19,59%, click rate:2,21%, 1 booking (719 EUR)) ing on March 3rd (edition: ), offer will include flexible arrivals (68.000) 27

28 Communication DM The Netherlands ing: Attached with Valentine s day promotion Target: non-active, new leads (edition: ,opening rate: 27,01%, click rate: 2,11%, 6 bookings (4k EUR)) DM Belgium Part of newsletter with Easter offer sent on 19/02/2016 (edition: , click rate: 2,78%) 28

29 Communication DM BNG Print March 2016 Target Group: Active database Holiday downgraders New Guests 29

30 Communication Social and Inspiration platform Social: Segmented messages to reach the different segments 0-4, 5+ and mediors. Creatives and timing to follow Inspiration platform: 3 inspirational blogs segmented for the three segments with Flex CTA: Families Jan 28 Families 5+ - Feb 11 Medior couples - Feb 28 Creatives and timing to follow

31 Status in France Internal communication spread in december Other activations to be planned