Case Study: British Virgin Islands

Report
Select Case Studies
Example of Our Team’s Experience
and Accomplishments
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Client Case Studies
Following are select examples of how we have put our marketing expertise
and industry knowledge/connections to work to deliver results for our clients:
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British Virgin Islands
China
Iceland
See You in Asia
Greece
Korea
Torino 2006 Winter Olympic Games
Botswana
Case Study: British Virgin Islands
Challenge
• Stabilize past achievements
• Reduce seasonality
• Increase awareness and drive bookings
for locally-owned small hotels, intimate
inns and villa properties
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Case Study: British Virgin Islands
Solutions
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Expand target audiences in North America beyond
niche sailing and diving repeat visitors through
promotional events
Promote low-season and last-minute offers showcasing
small hotel and villa properties
Sell travel to the BVI by directly engaging travel
consumers at special events where target audiences
are drawn
Differentiate the BVI from other destinations in the
Caribbean
Maximize the ROI on marketing resources by working
with partners who share the BVI’s brand attributes
Increase the economic rate of return
to the BVI from each tourist among all tourist types
Case Study: British Virgin Islands
Online Marketing
Case Study: British Virgin Islands
Promotional Events
Case Study: British Virgin Islands
Public & Media Relations
Case Study: British Virgin Islands
Broadcast Advertising
Case Study: British Virgin Islands
Print Advertising
Case Study: Iceland
Challenge
• Create a distinct brand positioning for Iceland in the U.S. market
• Provide the U.S. consumer with meaningful
reasons to visit Iceland and consume Icelandic products (spring
water, fish, lamb) to increase U.S. tourist volume
Case Study: Iceland
Solution
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Developed the tagline “Pure. Natural. Unspoiled. The way life should be.”
Placed numerous stories with U.S. travel and lifestyle
magazines underscoring Iceland’s natural beauty and many outdoor activities
Developed advertising campaign tying these themes together
Created series of special events, grocery store promotions and restaurant promotions
packaging the entire Iceland experience (travel, food, lifestyle)
Managed creative, media buy and traffic for “Experience Scandinavia”
16-page,four-color print supplement, which ran in USA Today,
the Los Angeles Times and the San Francisco Chronicle
Managed creative, media buy and traffic for Iceland four-page black and white insert in the
Wall Street Journal
Case Study: Iceland
Branding and Marketing Collateral
Case Study: Iceland
Print Advertising
Case Study: Iceland
Restaurant Promotions
Case Study: Iceland
Example: Public/Media Relations Results
Broadcast Publicity for Iceland
• Iceland Tourist Board and select multi-industry Icelandic suppliers collaborate to promote Iceland’s
eclectic tourism appeal. Often, Icelandic music and food are featured in regional events. In Baltimore,
participation in a 2-day street festival netted extensive publicity for an emerging Icelandic band and a
renowned Icelandic chef.
Broadcast coverage:
• Network Television (NBC): Icelandic chef featured in a 4 min live cooking segment on NBC (Baltimore)
Sunday Morning Show
• Radio: Band interviewed by radio celebrities of 3 separate shows
(on-location and in-studio). Combined air-time coverage = 50 minutes
Client: Iceland Naturally
Ad Equivalency Value : Advertising value = USD445,750
Case Study: China
Challenge
• Introduce China as a desirable travel destination to the U.S. consumer
and travel trade, laying the groundwork for an increasing stream of
tourism to China in advance of the 2008 Summer Olympics in Beijing.
Case Study: China
Solution
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Produced a 16-page consumer travel print supplement, See You in China inserted in USA Today, Los
Angeles Times and San Francisco Chronicle
Managed creative, media buy and traffic for an 18-week print advertising campaign in USA Today,
featuring half-page four color ads, promoting China and Beijing to American leisure travelers
Coordinated with all U.S. tour operators serving China to develop more and new vacation packages to
China, promotion of vacation packages on CNTO web site www.DiscoverChinaNow.com
12-week print/online advertising campaign in Condé Nast Traveler, the Wall Street Journal,
Concierge.com, and WSJ.com
Managed China Tourism signage in Grand Central Station and Times Square midtown New York City busstop kiosks, and on NYC buses viewed by more than 500,000 commuters daily.
Coordinated and managed an invitation-only gala dinner event for 300 people in New York
Sweepstakes promotion on Travel Channel
Created a stream of press releases and story placements stressing the many ways in which China is more
accessible to tourism than ever before
Case Study: China
Results
• Over the past five years, China has become one of the world’s fastest
growing tourism destinations.
• Broad media coverage throughout the U.S.
• Increased flights, hotel development and vacation packages to China.
• Expanded joint marketing between China and other Asian destinations
such as Thailand, Hong Kong, Japan and Korea.
Case Study: China
Print Advertising
Case Study: China
Out-of-Home Media and Online Advertising
Case Study: China
Cooperative Marketing
Case Study: See You in Asia
Asia’s largest marketing blitz in the U.S.
• For nine years, the See You in Asia campaign has been promoting U.S.
outbound travel to Asia, with the following objectives:
– Brand Asia consistently and favorably
– Enhance awareness through print supplement, web
site, public relations, and cross-marketing with
corporate partners
– Sell Asia as the world’s premier regional travel
destination
Case Study: See You in Asia
Print supplement
• With the input of participating national tourism offices and travel
suppliers, more than five million copies of the See You in Asia print
supplement are printed each year and distributed in newspapers reaching
the top consumer markets in the U.S., as well as the travel trade.
Case Study: See You in Asia
Web site targeted to U.S. travelers
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Destination profiles
Travel offers
Online video
Banner ads
Brochure request
Travel agent search
engine (ASTA)
Newsletter sign-up
Case Study: See You in Asia
Past participants
Case Study: Greece
Challenge
• The Greek financial crisis drove consumer concerns, causing U.S. arrivals
to Greece to drop behind other European destinations
• The Greek National Tourism Organization (GNTO) sought cost-efficient,
yet high-profile tactics to raise awareness in the U.S. market
• With the launch of a new website and social media campaign (Facebook,
Youtube, Flickr), GNTO was eager to expand their consumer email
database
• GNTO needed a “win” to demonstrate achievement with local
stakeholders in Greece
Case Study: Greece
Solution
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Partnered with Warner Bros. Pictures and Fandango to cross-promote leisure
travel to Greece with the theatrical release of “Clash of the Titans” in April 2010
through a win-a-trip sweepstakes
– Coordinated prizing with Variety Cruises, a leading provider of cruise vacations
in the Greek Islands
– Opt-in email profiles shared by both GNTO and Variety Cruises
Planned and managed a special screening event of the “Clash of the Titans” film at
the Grammy Museum in Los Angeles, along with press interviews and meetings
with Universal regarding filming Mama Mia 2 on location in Greece
Developed a microsite to tie Greek Tourism message to Fandango promotions
Publicized the sweepstakes and screening event
Case Study: Greece
Media Relations
Case Study: Greece
Online
Case Study: Greece
Event Promotions
Case Study: Korea
Challenge
• U.S. outbound travel to Korea has been lagging behind other Asian
destinations
• Korea Tourism Organization was unsure of the most cost-efficient and
effective way to move the needle to increase visitation from U.S.
• Korea was not adequately represented on the major U.S. booking engines
• Seoul is a popular gateway for U.S. flights to China, the Korea Tourism
Organization sought an opportunity to work in cooperation with China
National Tourist Office
Case Study: Korea
Solution
• Conducted Benchmark (Destination Perception Study) to determine
current consumer and U.S. travel trade perceptions of Korea as a leisure
travel destination
• Utilized research findings to develop marketing plan with a heavy
concentration on interactive marketing and cooperative marketing
campaigns with China National Tourism Organization
• Developed, host and market cooperative marketing campaign web sites
Case Study: Korea
Benchmark Research
Case Study: Korea
Online Marketing
Case Study: Korea
Online Marketing
Case Study: Korea
Cooperative Marketing
Case Study: Torino 2006
Activities before and during the 2006 Winter Olympics
Partner Concepts managed all marketing activities for
Torino in the U.S. market before, during and after the 2006
Winter Olympic Games, including:
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Developing significant awareness of Torino & Piemonte among the U.S. general,
consumer travel, travel trade and culinary press
Managing press trips to Torino and the Piemonte Region
Leveraging the Winter Olympics to tell the Piemonte story (Culture/history, food/wine
and winter sports) via NBC and other U.S. media
Broadcast advertising in U.S. during NBC’s Winter Olympics telecasts
Developing a U.S. web site (www.SeeYouInPiemonte.com) to feature vacation packages
to Piemonte from U.S. tour operators
Case Study: Botswana
Challenge
• Raise awareness of Botswana as a premier destination
for luxury safari vacations
• Inspire U.S. travel consumers and travel agents to learn more about
Botswana
• Facilitate business opportunities and exposure for Botswana’s ground
suppliers (small lodges, tented camps, and tour operators) that previously
had limited visibility in U.S. market
• Establish a dedicated Botswana Tourism Board marketing presence in
North America
Case Study: Botswana
Solution
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Established a tourism board representation office for North America
Designed and implemented a NA marketing strategy and plan
Developed new web sites for Botswana Tourism Board in the
U.S. for consumers and travel agents.
Developed partnership with HBO surrounding the launch of “The No. 1 Ladies’ Detective Agency”
television series.
Placed numerous stories with U.S. travel and lifestyle media underscoring Botswana’s role as the
beautiful setting for the television series.
Developed trade advertising campaign tying these themes together.
Created online promotions (Google, Facebook and YouTube channel) for consumers and travel agents
linking the television series’ message of empowerment for women to the aspirational nature of travel to
Botswana.
Designed and coordinated launch events in New York City surrounding the premiere of the television
series.
Implement continuous public / industry / consumer relations and communications program to build
awareness and travel demand
Case Study: Botswana
Results
• Partnered with HBO to create a powerful, integrated crosspromotion for travel to Botswana alongside the premiere of The No.
1 Ladies’ Detective Agency series
– More than 200 U.S. news outlets covered Botswana
as the setting of “The No. 1 Ladies’ Detective Agency”
on HBO
– Consumer database increase of more than 400%
– New travel agent database of more than 500 Africa
specialist travel agents
Case Study: Botswana
Consumer Web Site for U.S. Market
Case Study: Botswana
Consumer Promotion
Campaign micro site
Banner ads and direct mail
Case Study: Botswana
Travel Agent Promotion
Online sweepstakes and direct mail
Case Study: Botswana
Online Video- Youtube.com/BotswanaTourism
Case Study: Botswana
Print Advertising for the Travel Trade
Case Study: Botswana
VIP Premiere Event with HBO in New York City
Case Study: Botswana
Trade and Consumer Newsletters
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