Co-Marketing and Promotional Activities

Transcription

1 Co-Marketing and Promotional Activities

2 INDEX: a) Co-Marketing and Promotional Activities b) Bravofly flight vouchers and the Find a Deal search engine c) Examples of co-marketing campaigns that used Bravofly s Find a Deal search engine 1. UNIEURO Italy Free flight 2. CIBAVISION Italy Free flight 3. GARNIER Italy Flight 2 for 1 4. AXA France Free flight d) Other examples of promotional co-marketing activities 1. Discount voucher a. AIRPORTS OF NICE AND THE IVORY COST -France b. CITY Italy 2. Price contests

3 a) Co-Marketing and Promotional Activities

4 The secret of our success... The promotional and Co-marketing activities carried out by Bravofly represent one of the main means of communication through which the group presents itself and differs from its competitors. In collaboration with leading international companies, several initiatives have been developed in different areas such as loyalty programs, incentives, contests, sweepstakes, affiliate programs, promotions with price delivery etc. Some of the features most appreciated by our partners are: The ability to cooperate with the client by designing each campaign as a unique event with its specific characteristics, building together the best solution to promote the initiative; The flexibility and rapidity of the execution of individual projects; Our strong specialization in the industry offers a great added value to the partners since it translates intoadeepknowledgeofboththemarketandtheskillsrequiredandsharedbyourclients; Our products"travel : symbols of entertainment, leisure and holidays; Our call center, specialized in the customer relationship management and in finding a solution to each particular case.

5 A business in continuous evolution: 2009 Q 1 Q 2 Q 3 Q Q 1 Q 1 Q 2 Q 3 Q Q 1 Q 2 Q 3 Q Q 1 Q 2 Q 3 Q 4

6 Bravofly vouchers and Find a Deal : activity example The client: 1. The client participates in the promotion 2. Purchase completed, the client proceeds to register online on the dedicated promotional website 3. Once registration is completed, the client receives a Bravofly discount code via 4. The client goes on the website dedicated to the promotion and chooses a flight among the ones available 5. The client then receives the airline ticket via 6. The client takes off, knowing there is 24/7 assistance available from our call center 5. The client pays eventual additional fees and receives the airline ticket via

7 b) Bravofly flight vouchers and the Find a Deal search engine

8 Bravofly vouchersand Finda Deal Bravofly is a company specialized in online travel and has developed a search engine that allows users to find and to compare numerous offers for traditional and low cost flights; The search engine, Find a Deal, was created so that it could also be used in promotional campaigns; Through these campaigns, Partners give their customers vouchers that have a predetermined value. After registering online, customers can use these vouchers to buy the flight of their choice based on the voucher value (which may only be a discount) and without additional hidden costs. Once registered, the customer will receive an with a voucher code that can be used on the web. For the same promotional campaign, vouchers can be created with different price-ranges/gifts or simply with a fixed discount value that has been previously settled. By clicking on the link below, it is possible to see a few examples of routes that have been selected based on a maximum price threshold and with departures from airports in the UK: Maximum price 80 Certainfeatures of the Find a Deal search engine can be customized (ex: destination airport, duration of the flight, etc.). However, these customizations require time and therefore the scheduling must be agreed upon by both parties.

9 c) Examples of co-marketing campaigns that used Bravofly s Find a Deal search engine

10 1) UNIEURO - Italy Free flight

11 UNIEURO: Fly for free Campaign Strong offline campaign by Unieuroto enhance the visibility of both the promotion and our brand! Promotion: from to Scope of the promotion: Unieuroclients would redeem flights by using our vouchers on a website that was created and dedicated to the promotion. The value of the voucher depended on the price range of the one-time purchase (the total value in one receipt) of Unieuro products: a) from200 to499 :1vouchervalidforasingleroundtripflightinaEuropeancityfor1person; b) from500 to999 :2vouchersvalidforaroundtripflightinaEuropeancityfor1person; c) from 1000 to : 1 voucher valid for a trip for 2 persons in Europe, to a destination chosen by the client among the following cities: Barcelona, Berlin, London and Paris. The trip included: one roundtrip flight for 2 persons and one night in a double room of at least a 3 star hotel in the chosen city; d) over 2000 : 1 voucher valid for a roundtrip flight for 2 persons to a city of the United States among the ones available.

12 UNIEURO: Finda Deal screen1 On the search engine webpage it is possible to customize the header and footer with the brand of the partner Information that the client must insert in order to launch the search for available flights: 1. Where are you leaving from? Airport/geographic area 2. Where do you want to go? Airport/geographic area 3. When do you want to leave? Calendar

13 UNIEURO: Finda Deal resultspage screen2 The first results page provides a vast amount of information that can be used to further refine the results by using the filters available on the left-hand side of the screen. By hiding the cost of the flight, the partner can take advantage of the higher value perceived by the client with respect to the actual real cost paid by the partner.

14 UNIEURO: Find a Deal specifics for the results page of selected routes screen 3 Once the date has been decided, the client still has the possibility to select a specific departure/return time period before proceeding to the booking. The actual possibility to purchase the flight is, in this moment, verified and confirmed by the system because the cost of flights is dynamic and varies continuously. In case the flight is no longer available due to possible price variations, the client will have to effect a new search or pay the supplement depending on the settings chosen by our partner.

15 UNIEURO: Find a Deal flight purchase page screen 4/1 (con t) If the flight is available, the client lands on the reservation page where the voucher code must be inserted. In case of extra costs (eg. supplements, baggage fees, speedy boarding, check-in etc.) the partner can decide to include in the system the option to pay them immediately online or at the airport.

16 UNIEURO: Find a Deal flight purchase page screen 4/2 In the last part of the form, there is a box to insert the discount code. If the partner decides to add the setting so that the customer can pay the extra costs directly online, the total amount due will appear in this box.

17 2) CIBAVISION Italy Free flight

18 CIBAVISION: Fly in Europe with Dailies Promotion: from to Scope of the promotion: The scope of this promotion was to boost the sale of Dailies AquaComfortPlus contact lenses (in the package of 30 and 90 lens), sold across various optical stores that joined the initiative. The clients that sent their proofs of purchase could redeem a free Volagratisvoucher of a maximum value of 80 for the purchase of a roundtrip airline ticket on the website created and dedicated to the promotion.

19 CIBAVISION: Find a Deal Volagratis with Dailies The Find a Deal search engine is graphically always the same. The header and the footer can be changed, as well as the settings of the search filters, depending on the value of the voucher and depending on other services purchased directly online (eg. excess baggage, rapid check-in). The partnership usually foresees a strong offline advertising campaign by our partners in order to give visibility to the initiative (a few examples can be seen in the following slide).

20 CIBAVISION: offline campaigns Promotional flyer in packs and POP materials TV coverage (Nov 08 - Jan 09) commercials of 15 and 30 with a 7 tail Dynamic billboards in Milan and Rome on over 300 city buses for more than 14 days 2-weeks Web campaign banner: 6,5 M impressions direct to targeted addresses

21 3) GARNIER Italy 3) GARNIER Italy Flight 2 for 1

22 GARNIER: Fly for free with Fructis campaign 2 for 1 Promotion: from to Scope of the promotion: Each consumer that buys one product in the mascara or conditioner lines + one product of choice in the entire line has the right to a prize consisting of a voucher for the purchase of two low-cost roundtrip airline tickets for the price of one (which corresponds to a discount of 50% on the purchase of two tickets, based only on the cost of the flight plus administrative fees, up to a maximum of 50 ) to any European destination marked as available on the website created and dedicated to the promotion ( With the 2 for 1 promotion, it is possible to lower the partner s economic contribution due to the fact that some ticket s expenses are sustained by the customer.

23 GARNIER: Fly for free with Fructis homepage It is possible to create a mini website that is easy to monitor and can adapt to the promotion s requirements. Upon the partner s request various sections can be created such as the rules of the contest, the page to search for available flights and the registration page for the promotion itself. An explanation on how to redeem the prize is described with images at the bottom of the page.

24 GARNIER: registration page Thanks to the online registration, a client database can be created when clients accept the necessary privacy conditions. The mechanics of the registration process and the redemption of the voucher for the purchase of the flight is to be agreed upon with the partner depending on the objectives and goals that are to be achieved.

25 GARNIER: Find a Deal results page For Garnier, Find a Deal was set to directly display the flights available without having to first insert a departure and arrival airport. In this way, the number of flights from which the client can choose from is clear right away: here they can choose from 3043 flights! Please note that the data is dynamic and varies with the fares available on the market. This way the message is communicated loud and clear: you don t necessarily go where you want to but you have many interesting options to choose from.

26 Promotional material Leaflet A4, Free press (Metro, Leggo e City) Bill board (Apr 09 - Jul 09) Video on the web House organ: Sisa House organ: (Coop, Selex, Conad, GS etc.)

27 4) AXA - France Free flight

28 AXA: incentives for the french group employees Flight: France, Europe and New York Promotion: From to Scope of the promotion: Axawanted to offer to its worthiest employees a flight voucher for three different destinations, depending on the type of incentive. Users register on the mini website dedicated to the promotion ( and receive a voucher valid for a roundtrip flight. During the registration, users can take advantage of the offer and buy a second ticket for another passenger. The price consists of a roundtrip flight, taxes included, with departure from France and destination to France, Europe or New York. With this type of promotion, the user has the option to buy a flight ticket for a second passenger at a discounted price that is accessible only to the participants of the promotion.

29 AXA: registration page Welfare and Property with Volagratis It is possible to create a mini website that is easy to monitor and can adapt to the promotion s requirements. The user insert the registration code (sent by the partner) in the specific website. He selects the destination and, possibly, a second passenger option.

30 AXA: purchase page The customer that decided to buy a flight for a second passenger is directed to a purchase process. At the end of the process, the customer will receive only one voucher for a roundtrip flight for two persons.

31 AXA: booking page The voucher received is valid for the booking of a roundtrip flight, taxes included, among those availabeon the dedicated search engine. The search engines differ according to the type of voucher (for one or two passengers) and to the period of interest selected by the user.

32 d) Other examples of promotional d) Other examples of promotional co-marketing activities

33 1) Discount voucher

34 a) AIRPORTS OF NICE AND THE IVORY COST -France

35 NICE: registration page Plaisir de Partir The realization of a mini website, customized for the registration of the clients of the discount promotion, in association with the airports of Nice and The Ivory Cost (following slide) The user inserts the registration code in order to completehis subscription and receive an with the discount voucher valid for the booking of a flight on the web page The discount is equal to the value of the voucher.

36 Plaisir departir: registration page Plaisir de Partir Thanks to the incorporation of these mini websites in a specific area of the institutional web page, walk in" is created on the same website and important personal data are obtained for future marketing activities. Usually the mini websites show a branded logo of the partners in order to emphasize the collaboration. The discount vouchers can have different values and a continuous or one-time usage.

37 b) CITY - Italy

38 CITY: Bravofly discount voucher Promotion: Feb. 8 th Milan, Feb. 15 th Rome, Feb. 22 nd Turin, Mar. 1 st Bologna and Florence, Scope of the promotion: In order to boost the sale of their travel guides (3 ), City would give away a free Bravofly discount voucher of a 10 value to the people who purchased the guide (in this case, a bookmark was used) Fronte Retro How it worked: The user went to CITY distribution points. After buying a travel guide, he received a paper bookmark with a unique 16-digit code. The client could then go online to the promotional website and register by inserting name, last name, and registration code. At the end of the registration, the user would automatically receive an with the discount voucher that could be used on all Bravofly websites.

39 CITY: online registration website Database acquisition can be created thanks to the registration. It is possible to create a mini website that is easy to monitor and easy to adapt to the promotion s requirements. We offer direct links to the flight offers. The flights displayed have been limited, in this case, to a certain maximum price (100 ) in order to make the value of the discount stand out. Placing immediately destinations with many offers, we can be sure that narrowing the price, the number of flights available for such routes won t decrease too much. (The client only spent 3 for the guide and received in exchange a discount voucher of 10 ).

40 2) Price contests

41 Contest with UNIEURO: A cruise in the Caribbean Thanks to the wide variety of products in the tourism industry that we have at our disposal, we can offer our partners prizes of various types and values, combining cruises, flights, hotels and vacation packages. Promotion: from to Scope of the promotion: For 14 consecutive days, Unieurowould extract a winner on a daily basis. The prize was a cruise over New Year in the Caribbean. This was available only for the clients who had purchased certain products on sale. Prizes offered by Bravofly: 14 cruises for 2 people in the Caribbean aboard the Pacific Dream 4*, all inclusive. The cruise package included a flight from Italy to Madrid with one night in a hotel in Madrid, a charter flight with Air Pullmanturto Santo Domingo, transfer to and from the port, a return flight to Madrid and a flight from Madrid to Italy. The cruise stopovers are: Barbados, Martinique, Guadeloupe Antilles, St-Maarten Antilles, Tortola, Santo Domingo.

42 Contest with AIRBERLIN: Tell us the Christmas that you wish Promotion: Swiss contest Aim: creation of a database thanks to the clients registrations. Scope of the promotion: every participant to the contest needs to register online at and fill in the form with all the required data. The contest is based upon two parts for which the following prices are proportionally divided. A) A first part where the user shares an image describing the magic of Christmas and expresses his emotions as well as his ability with the camera; B) A second part where the user shares a text describing the magic of Christmas and expresses his emotions. How it works: Customers receive an invitation by , banners or another way of communication in order to boost the participation to the contest. After the registration deadline, a technical jury will select 5 winners. At stake there are 5 weekends in Germany tovisit the famous Christmas markets (Berlin, Stuttgart, Dusseldorf, Frankfurt and Monaco)

43 Price contest: 35th Anniversary of Sportler Promotion: Contest Aim: boost sales and celebrate the 35th anniversay of Sportler Scope of the promotion: Sportlergives away a card with a game-code to all its clients that spend at least 35. Every 35 minutes and during the whole day a winner is drawn for a roundtrip flight for 2 persons in Europe. Final draw: all users that communicated a valid codeduring the promotion, will participate in a final drawing of 35 weekends for 2 persons in Alta Badia.

44 For further information, please contact: Lucio Marazzi Co-marketing & Partnership Manager Mobile: