Carrier / Media Kit

Transcription

1 Carrier / Media Kit

2 Who is Carrier? Award-winning specialists in luxury tailor-made holidays worldwide with a firmly established reputation as one of the leaders in the luxury holiday market. We offer a bespoke and superior service that requires first-hand knowledge, expertise and a personal touch. Brand Pillars Inspiration Knowledge Style

3 Our Reach Our clients are quality Ultra High Net and High Net Worth Individuals Last year, we created over 3,000 holidays with an average booking value of 10,972 It is not unusual for us to arrange holidays costing in excess of 100,000 Our dominant Mosaic UK groups are: A: City Prosperity / B: Prestige Positions / C: Country Living Digital Page views: 928,327 Visits: 243,120 Digital subscribers: 28,000 direct 1,000 trade Female: 59% Male: 41% ( per annum) INDIAN OCEAN & ARABIA 2016/17 Abu Dhabi, Dubai, Maldives, Mauritius, Oman & Seychelles Distribution Direct customer database (circa 90,000 addresses) 850 travel trade partners, including some of the best independent travel agencies in the country 34 Kuoni stores, including John Lewis concessions and a further 11 partner stores this is a completely unique distribution channel 1 Carrier-owned retail store in Alderley Edge, the country s most affluent village outside of London

4 Perceptions of Carrier We have booked holidays with you since 2007 and this was one of the best we ve had. The hotel is amazing, the scenery breathtaking, the staff incredible, but also Janet is the best Carrier representative that I have ever met Mrs Cookman, direct client Carrier has always been a really visionary travel company, in that it provides a sophisticated, elegant edit and curation - so I know, as a traveller, I trust Carrier Justine Picardie, Editor in Chief at Harper s BAZAAR We love working with Carrier because they are strong supporters of our sales initiatives and also because their brand is aligned with One&Only, especially when working on creative collaborations Jean Joseph, Vice President, Sales and Marketing, UK & Ireland at Kerzner International I work with Carrier because I completely trust them to get it right each time and this is the most important thing for me. When I call up I know I will get the help and suggestions I need, and when we book, my clients are always well looked after. The sales support team are absolutely amazing and put as much energy into looking after us agents as we do our clients. You cannot ask for more than that in a company. I am a big fan! Clare Levy, Owner of Different Planet Travel

5 Partnerships Carrier is working with some of the most innovative, content-rich and respected commercial titles in the luxury sector Harper s BAZAAR To celebrate a decade of Carrier s brand photography, we have collaborated with Harper s BAZAAR to create our next collection of images. Carrier is running a substantial 12 month marketing campaign with Harper s BAZAAR to amplify our collaboration and inspire its powerful readership of tastemakers through rich and highly engaging content across multi platforms. Condé Nast Traveller Carrier is working with the UK s leading luxury travel magazine on the sponsorship of the Fashion Guide in October 2015, which kicks off a 12 month campaign spanning print, online and social channels. Beyond Bespoke Carrier is a member of Beyond Bespoke, a trusted authority on the British luxury industry, prided on championing the best of British. BB Members have access to various channels to expose their brand to prestigious end clients, corresponding members, affiliates and corporate partners.

6 Key Campaigns 2016 All Carrier campaigns are multi-channel and fully integrated into our digital marketing strategy 2016 Q1 Peaks Drawing on our relationships with some of the most influential editors and journalists in the UK media, as well as our in-house expertise, Carrier presents our ultimate destination selection for Launching in January: see page 07 for more information Luxury Family A 12 month marketing campaign targeting affluent families across the UK. Promoting key school holiday periods, pre-school and multi-generational holidays at times when the market is looking and booking. Launching in January: see page 08 for more information The Carrier Magazine An authoritative magazine filled with insightful and stylish editorial, designed to inspire and engage existing clients at key times of year. Two issues Spring and Autumn: see page 09 for more information

7 2016 Q1 Peaks Campaign objectives * To drive bookings in January and February for 2016 departures * To offer considerable visibility and reach during a key booking period * To ensure Carrier and our travel partners stand out within the luxury travel market Campaign overview This is our annual and most comprehensive promotion, updated for It has proven to be our most successful campaign. Destinations will be selected based on feedback from the media, Carrier experts and our partners. We would like to hear from you please tell us if you think your destination should be included, and why, within the Partner Update form. Partners will be one of a limited selection highlighted per destination. Carrier will also issue a booking incentive of 250 alongside the guide posted to direct clients, applicable on all bookings made before 28 February 2016, subject to a minimum spend. This will be funded by Carrier. A multi-channel campaign reaching Carrier clients and travel trade partners Printed guide sent to clients who have previously booked or been recently quoted on a Carrier holiday Dominance on Carrier website in Q1 Dedicated campaign landing page driving all traffic to a central hub Tailored campaign content per destination and partner, proven to add SEO value Dedicated marketing schedule PPC advertising Social media advertising Re-targeting banners presented to all visitors of the campaign online At a time the market is looking and booking Distributed in January, with dedicated campaign activity running through to March, to coincide with our strongest booking period. With extended visibility across the luxury market Homepage tenancy on the Telegraph Luxury website for the month of January, which accounted for an increase of 10% in unique visitor numbers for 2015 Distribution via Kuoni retail shops and John Lewis concessions Inserts into top performing titles including Condé Nast Traveller Digital advertising on cntraveller.com, including a solus to their database Public relations campaigns managed by our specialist PR agency Both printed and e-versions of the guide issued to 30 of our preferred travel agents for use in store, as well as distribution to their own database; estimated reach 92,000

8 Luxury Family Campaign objectives * To target Carrier clients who have previously booked or been quoted on a Carrier family holiday * To drive bookings for school holiday periods throughout the year, with a continual focus on updating availability * To also target affluent families with pre and post school children, including multigenerational holidays * To reach a wider audience via strategic partnership with a premium family brand Campaign overview In 2016, our targeted family marketing activity launches as a 12 month campaign this has been outlined alongside key booking trends. Since this campaign was introduced, our average passenger numbers per booking have increased by 10% year-on-year. A multi-channel campaign reaching Carrier clients and travel trade partners Two guides sent via direct mail the first showcasing our best luxury family holidays, the second detailing the hotels who still have availability for the remaining school holidays Dominance on Carrier website during key periods Dedicated campaign landing page and sub-pages: driving all traffic to a central hub Dedicated marketing schedule PPC advertising Social media advertising Re-targeting banners presented to all visitors of the campaign online Key timings At times the market is looking and booking The campaign will be promoted throughout the year, most notably after each British school holiday, when demand is proven to spike. With extended visibility across the luxury market Strategic partnership with a key family brand Inserts into top performing titles including the Family issue of Condé Nast Traveller Digital advertising on cntraveller.com Distribution via Kuoni retail shops and John Lewis concessions Public relations campaigns managed by our specialist PR agency Both printed and e-versions of the guide issued to 30 of our preferred travel agents for use in store, as well as distribution to their own database; estimated reach 92,000 January: The campaign is advertised within the Peaks guide, linking to a bespoke campaign landing page February/March: The first guide is sent to clients who have previously booked or been quoted on a Carrier family holiday March: The campaign is promoted via insert into Condé Nast Traveller s Family special issue June: The second guide, Last-Minute Luxury Family Escapes is issued to Carrier clients still in the market for a family holiday

9 The Carrier Magazine Campaign objectives * To inspire and engage our loyal clients at key times of year * To have longevity as a continual source of inspiration * To communicate news and product updates alongside our opinion and commentary * To endorse the highlights from our portfolio of over 1,000 worldwide hotels Campaign overview Carrier s main customer communication is produced bi-annually, in spring and autumn. Autumn 2015 saw the first issue of the newlook Carrier Magazine, which will continue into The magazine is the only way to ensure product updates are placed directly into clients hands. A multi-channel campaign reaching Carrier clients and travel trade partners Each issue is sent exclusively to our most loyal Carrier clients and Preferred Partners Each issue can be downloaded from the website (1,000 downloads on average) Dedicated campaign landing page and subpages: driving all traffic to a central hub Dedicated marketing schedule Social media advertising With extended visibility across the luxury market Each issue is sent to 300 key luxury lifestyle and travel press Each issue will target readers of luxury publications in geo-located areas via ISSUU, the fastest-growing digital publishing platform in the world 30 of our preferred travel agents receive overbranded copies to send to their clients via direct mail (estimated reach 2,000) and marketing (estimated reach 90,000)

10 Digital Marketing Opportunities Carrier s award-winning website has a site conversion of 5.5% that s 1.5% higher than the industry standard, meaning visitors are are well engaged. The below are examples of our most popular digital marketing opportunities. Other opportunities are available please contact the Carrier Marketing Team to discuss bespoke options. Carrier Travel industry standard % Variance Website conversion 5.5% 4% +1.5% Average open rate 25% 13.6% +11.4% Average click through rate (CTR) 10% 3% +7% Solus s A dedicated broadcast promoting your brand, property or destination, sent to the entire Carrier e-database; reaching 28,000 direct clients and 1,000 travel trade partners. Average open rate is 25% (travel industry average is 13.6%) and average CTR is 10% (travel industry average is 3%). The will be built in content-rich HTML, and is fully responsive on mobile. The Carrier Marketing Team will work closely with you to develop the key content to communicate. Carrier can also send a version of the to the Carrier Travel database reaching an additional 1,000 clients. Carrier Travel are based in Alderley Edge, the country s most affluent village outside of London. Please note, solus s must be booked as part of a wider marketing proposal.

11 Digital Marketing Opportunities Hotel of the Month Bookable per calendar month *Now with new functionality* A feature on the homepage the most viewed page of the website containing 100 words of qualifying copy on why this hotel has been selected by Carrier from over 1000 properties in the portfolio, with a link to the hotel s page and video where possible. We have seen traffic increase by up to 80% for participating hotels when compared with the same month the previous year. NEW: The Hotel of the Month now also appears in the drop-down menu of the top navigation, under Destinations. This includes an image and link to the hotel page, and is seen site-wide. New Video of the Month Bookable per calendar month A hero banner on the homepage the most viewed page of the website that plays video content within the page when clicked. The hero banner can also bear a title and sub-title. Videos selected for Video of the Month will also be shared via Carrier s social networks using relevant hashtags. Hotel Headline Position Bookable per calendar month Appear in prime position for accommodation on a relevant destination page. The Carrier Marketing Team can advise you of key months in terms of views and searches in relation to your destination.

12 Advertising Opportunities We will continue to advertise in core lifestyle publications complemented by more specialist titles. Carrier has secured premium positions, including early double page spreads, in key titles and travel supplements throughout the year. This means you can be part of a high-profile promotion for a fraction of the usual cost. Potential issues include: Vanity Fair on Travel on sale Oct 2016 ES Deluxe Travel on sale Jan 2016 Harper s BAZAAR Hot 100 on sale Dec 2016 BRIDES Honeymoon Guide on sale Jul 2016 Tatler Travel Guide on sale Dec 2016 Condé Nast Traveller, Gold List on sale Jan 2016 Country & Townhouse, Travel, Family, Luxury on sale Feb, Apr, Nov 2016 National Geographic, Luxury on sale Jul 2016

13 Rate Card Activity Timing Cost Inclusion Q1 Peaks Campaign PLUS primary position within guide PLUS Hotel Headline position for that destination January ,500 Inclusion Q1 Peaks Campaign January ,500 Inclusion - Luxury Family Campaign Starting January 2016: 12 month campaign 1,200 Double page spread - The Carrier Magazine April and/or September ,000 Full page - The Carrier Magazine April and/or September ,625 Half page - The Carrier Magazine April and/or September Editorial mention - The Carrier Magazine April and/or September Solus - Carrier direct and trade databases Partner s preference, in liaison with the Carrier Marketing Team 2,500 Solus - Carrier Travel database Note: must be booked with Carrier solus Partner s preference, in liaison with the Carrier Marketing Team 500 Hotel of the Month January ,500 Hotel of the Month February ,500 Hotel of the Month March-December ,000 Video of the Month Partner s preference, in liaison with the Carrier Marketing Team 1,000 Hotel Headline Position Partner s preference, in liaison with the Carrier Marketing Team 500 Advertising opportunities Variable From 1,300 Terms & Conditions Other marketing opportunities are available; please contact the Carrier Marketing Team for more information. All prices are inclusive of copy, design, artwork and production. All prices shown in the marketing proposal may be subject to rate increase or final negotiations. Insertion dates and partners may be subject to alteration. Proofs of printed materials will be sent to you prior to publishing. Partners will be given 48 hours to amend or approve, or the piece will be printed. Copy will be written to Carrier s style and the images selected with relevance to the theme, in line with the Carrier brand and of the most appeal to our customers. Due to short lead-in times, we are unable to provide proofs for online activity (excluding solus s) and classified advertisements in the national press. Carrier will accept no responsibility should you fail to return a proof by the given deadline. The advert will appear as seen. Solus s must be booked as part of a wider marketing proposal. All prices exclude VAT. Contracted special offers will be used for advertisements unless we are otherwise advised.

14 Carrier / Marketing Team Clockwise from top left: Byanne Akbor, Alexandra Severn, Sarah Lancashire, Annaliese Dove, Natasha Towey, Maxine Roberts, Kayley Fernandes