TDC PRESENTATION OCTOBER 10, 2012

Transcription

1 TDC PRESENTATION OCTOBER 10, /12 SALES & MARKETING HIGHLIGHTS EUROPE UK, IRELAND & SCANDINAVIA Venessa Alexander CENTRAL EUROPE Marion Wolf

2 EUROPEAN MARKET SIZE POPULATION (OUR MARKETS COMBINED) 275,796,954 POPULATION (UNITED STATES) 313,847,465 TOURISM VISITATION TO THE UNITED STATES 2011 (OUR MARKETS COMBINED) 8,896,428

3 OBJECTIVES LEVERAGE partnerships to maximize outreach, budget and resources ENSURE diversity and innovation in our sales and marketing efforts REALIZE the potential of secondary markets SYNERGIZE PR efforts CAPITALIZE on Brand USA funding

4 LEVERAGE PARTNERSHIPS SEAWORLD PARKS & ENTERTAINMENT JUNE 1 ST 30 TH, 2012 PROMOTION WITH VIRGIN RETAIL AND SEAWORLD PARKS & ENTERTAINMENT Retail Stores 4 page leaflets in all 97 stores across the UK (100 leaflets per store) Attendance at their flagship Kensington store customer event Incentive 10 Love to Shop voucher per St. Pete/ Clearwater booking with a SeaWorld Parks & Entertainment ticket (29 agents qualified for the incentive) Plasma Screen Content Imagery and copy across all stores

5 4 page leaflet distributed in all stores

6 LEVERAGE PARTNERSHIPS FTI NOVEMBER 1 ST, 2011 OCTOBER 31 ST, HIGHLIGHT OF THE YEAR CAMPAIGN In cooperation with Visit Orlando Catalog Prominent Placement Online Teasers, Landing Pages, Consumer enews Blasts Retail Window Displays, Flyers, Trade enews Blasts Consumer Press Advertorials Agent Training North American Road Show FAMs 1 for Travel Agents, 1 for the Media Results (Nov 11 Aug 12): +70% Pax / +55% Room Nights / +53% Turnover

7 Catalog (Circ. 500,000) Cover page depicting imagery and custom HoY destination logo Destination Intro Pages With imagery, text content and destination logo Dedicated Landing Page Monthly Stats: 3.5 million PVs 440k UPVs Advertorial in Urlaub Perfekt (March Issue) Circulation: 135,000 monthly Readers aged 40+

8 REALIZE POTENTIAL SCANDINAVIA FEBRUARY 2012 SCANDINAVIAN SALES MISSION In conjunction with Visit Orlando, SeaWorld Parks & Entertainment and Universal Resorts Oslo, Helsinki, Stockholm, Copenhagen Daytime tour operator visits Evening travel agent presentations Showing consistent support of this market via this annual event and participation in the Scandinavian consumer shows as part of Florida s Beaches Results: 275 Agents Trained / 12 Tour Operator Sales Calls Conducted

9

10 ENSURE DIVERSITY COMMUNIGAYTE DECEMBER 1 ST, MARCH 31 ST, 2012 CONSUMER AWARENESS INITIATIVE Target: GLBT market Online (Queer.de) Skyscraper flash banner advertising Homepage teasers Link to VisitStPeteClearwater.com Editorial article placement Results: 560,096 Impressions / 0.11% Solid Click Thru Rate Consumer Press Ad placement in Spartacus Traveler circ. 20k

11 Queer.de Editorial article with flash banner Spartacus Traveler Ad placement (Oct-Dec Issue) Pointing to our GLBT website

12 INNOVATION NATIONAL CONSUMER PROMOTIONS PRIMARY TIMES LAND S END UK WHITE STUFF CLOTHING NATIONAL CONSUMER PROMOTIONS RESULTS: Total reach : 6.3 million Total media value: $350,000 Total competition entries: 25,466 Total opt-ins: 5,259 Average ROI: 7.6:1 Vacation giveaways secured from Monarch, Virgin Holidays and Tour America Brand USA in-kind funding requested for White Stuff promotion

13 ¼ page ad in 48 magazines across the UK with a circulation of approx. 2.1 million ¾ page in the White Stuff summer Magalogue sent out to 200k White Stuff customers Area and sweepstakes information sent out with every order during the promotional period. 110,000 total

14 REALIZE POTENTIAL SWITZERLAND MARKETING LAUNCH NOVEMBER 2011 / ONGOING EDELWEISS AIR SERVICE - ZURICH TO TAMPA BAY Marketing Initiatives Several print ads in targeted magazines and dailies circ. over 2.2 million Mega posters and billboards Flyer distribution at 12 consumer and trade fairs in CH, AT, DE, NL and BE Radio Promotions, Early Bird Specials and enews Blasts Agent Training Tour operator in-house reservations agent training Winter Destinations Road Show to Geneva, Lausanne, Basel & Zurich 380 travel agents trained Promotional Events Kick-Off in Zurich (March) Inaugural (May) FAMs 60 travel agents affiliated with top tour operators 7 media producing 6 articles so far with media value of $345,692

15

16 MAY 25 th AUG 31 st, 2012 Over 5,000 pax ZRH-TPA SEP 7 th, 2012 MAY 3 RD, 2013 Over 4,300 pax on books already

17 ENSURE DIVERSITY FACEBOOK AWARENESS / ENGAGEMENT INITIATIVE Dedicated UK & Ireland Facebook page Facebook ad campaign launched late June Brand USA in-kind funding requested Increasing engagement with fans via posts, competitions and tour operator offers Fans allowed to post on the page Results: Fans have increased from 70 to over 3,000

18 Contest App Facebook Ad

19 INNOVATION AMERICA UNLIMITED FEBRUARY 1 ST APRIL 30 TH, 2012 GUERRILLA MARKETING CAMPAIGN Objective: Establish relationship with customers in an unconventional, unexpected and interactive manner. 4-Step Process 1) Umbrellas: 2/ distributed at Hamburg s frozen over Lake Alster 2) Flyers: 2/5-6 20,000 distributed under vehicle windshield wipers Call-to-Action: Trip to VSPC & MCO via dedicated landing page Willste wech vom Schiedwedder? Want to escape the bad weather? Suchste n Schiedwedder Schlupfloch? Kannste haben! Looking for a bad weather hideout? Here you go!

20 INNOVATION AMERICA UNLIMITED FEBRUARY 1 ST APRIL 30 TH, 2012 GUERRILLA MARKETING CAMPAIGN 3) Bus Stop Beaches: 2/1-3/4 15 bus stops decorated as beaches 4) Dom Festival: 4/14-15 Annual 4-week fun fair free roller coaster rides sponsored 1,000 flyers with Call-to-Action distributed Results: 2 million Outdoor Impressions Media Value of $350, VSPC RNs booked in Feb/Mar Increasing to 1,326 RNs by end Apr

21 SYNERGIZE PR EFFORTS THE UK BLOGGER TRIP May 20-21, bloggers In VSPC the trip gained the most Twitter impressions of 273,013 when compared to other activity in alternative areas Blog posts integrated to VSPC s UK Facebook page

22 SYNERGIZE PR EFFORTS FTI HIGHLIGHT OF THE YEAR MEDIA COVERAGE May 6-8, 2012 Press FAM, 7 Journalists Result: 14 articles generated Result: Media value of $717,810

23 PAN EUROPEAN HIGHLIGHT EXPEDIA MAY 28 TH - JULY 31 ST, 2012 INVESTMENT OF $ 50,000 RESULTED IN $ 400,000 CAMPAIGN CAMPAIGN DELIVERED 5.95 million impressions with 0.22% click thru rate 7,187 unique visitors to our landing page 1,185 room nights booked Room nights booked per day: United Kingdom Prior to campaign 8 During campaign 14 Post campaign 13 Germany Prior to campaign 3 During campaign 4 Post campaign 8 In Germany Initiative launched prior to being phased into Brand USA funding!

24

25 Thank You for Listening GO RAIBH MAITH AGAT TAK JAG TACKAR DANKESCHÖN DANK U WEL MERCI KÖSZÖNÖM DZIĘKUJĘ DÊKUJI Q & A