BVI promotional activity targeting the European cosmopolitan community of Andalucia, Southern Spain
dda March 2008
Campaign Objectives • • • • • •
Build awareness and appeal of the BVI as a premium destination Engage a potentially high value prospect audience Increase the visitor numbers and generate visitor revenue for the BVI Provide an exclusive opportunity to reach a wider and niche market which is characterised by wealth Utilise a BVI online platform to gather data Build a marketing database and use for ongoing communications
Our Audience • ABC1 Adults aged 25 – 54 years • 600,000 English- speaking residents in Andalucía - 400,000 are located on the Costa Del Sol
• International Visitors on vacation to Costa Del Sol • Lifestyle - cosmopolitan audience, sun loving, likely interest in water/outdoor activities, largely experienced travellers
• Relative high net worth audience
How does the BVI get noticed? By making sure we are visible • We propose a fully integrated strategy. A multi channel test campaign to achieve X-media market penetration, building awareness of the destination , generate visitors, allowing data capture and maximising return on investment. Ideally, activity will be underpinned by partner offers: – – – –
Press Radio Digital Outdoor
Media Recommendations
Budget Overview Media
Budget
PRESS ADVERTISING – Essential Magazine Absolute Marbella Publication H! Society Publication SUR in English Euro Weekly
£18,469
RADIO – REM (Radio Europe Meditterraneo) Global Radio Spectrum Radio Central Radio
£15,565
DIGITALMarbellas.Com El PAIS/International Herald Tribune Essential Lifestyle Publication Absolute Marbella Publication Central Radio/REM Radio British Expatriate Website
£5,407
Response Handling/Data Capture & Microsite
£25,000
Contingency (To be allocated according to
£13,559
Press Advertising - Overview – We propose full page insertions to ensure impact. We have selected high end, sophisticated lifestyle titles and premium quality newspapers with a combined circulation of c310k and an estimated readership of 500k.
Essential Publication Absolute Marbella H! Society Magazine SUR in English Newspaper Euro Weekly
Total Press Advertising Budget ÂŁ 18,469.00
Press Advertising Candidate Titles Essential Publication A high quality lifestyle magazine freely distributed on the Costa Del Sol, targeted to an international English speaking audience of both residents and visitors alike. Issues combine international content with local interest editorial that appeals to a cosmopolitan audience. –Estimated readership of 75,000 readers each month –Distribution of 25,000 copies –Over 1,200 prestigious locations – luxury hotels, golf clubs, financial institutions and corporate businesses
Press Advertising Candidate Titles Absolute Marbella Publication Regarded as Marbella's first luxury lifestyle magazine, Absolute provides a unique take on the world of glamour. Considered to be one of the best advertising mediums on the Costa Del Sol by leading names from across the business spectrum.
• Distribution 23,000 copies per month • Locations distributed include high end retail outlets, real estate, luxury hotels in South of Spain from Gibraltar to Malaga. Also publish special editions are published for organizations such as Air Plus (a major Spanish/US flight company), the Ferrari, Maserati, Jaguar, Bentley, Land Rover and Aston Martin authorized luxury car dealer C. de Salamanca and five-star hotels such as The Puente Romano, amongst others.
Press Advertising Candidate Titles • H! Society Magazine An established glossy lifestyle magazine on the southern coast of Spain primarily focused on local society events covering news on society, celebrities, travel, yachting, homes, fashion, health/beauty, music, sport, business news plus much more. Also a reference guide to for restaurant/bar listings and reviews, local and international news, business information and contact details
• Highest distribution of 26,000 copies per month on Costa Del Sol • Distribution of 10,000 copies per month on Mallorca via over 1,000 key venues
Press Advertising – Candidate Titles • SUR in English SUR in English is Spain’s largest English-language publication. An established weekly publication, it features Spanish and community news, general articles and a classified advertising section. A variety of supplements are produced throughout the year including Real Estate and Tourism .
• Weekly distribution of 52,500 copies in Southern Spain •
Estimated readership of 200,000 readers each week
Press AdvertisingCandidate Titles • Euro Weekly News • Is a series of 6 well established English language newspapers distributed free throughout southern Europe , aimed at the ex-pat population. Each edition contains local news, a full TV and satellite guide, European news and financial information.
• Weekly distribution of 31,000 copies on Costa Del Sol • 85% of readers are British Expatriates
Radio Advertising- Overview Radio connects to a wider audience and can target a specific socioeconomic group. It forms an integral part of a radio stations programming, exposure at key points of the day and has the lowest ad avoidance level. We propose a selection of standard spot adverts during peak times and sponsorship of the news, weather or entertainment to target our prospect audience. REM Radio Global Radio Spectrum Radio Central FM
• Total Radio Advertising Budget £ 15,565.00
Radio Advertising – Stations REM (Radio Europe Meditterraneo) • Regarded as Spain’s premier News/Talk Radio station in the English language
• Broadcasts to over a million English speakers • The majority of the listeners are property owners who use real estate as a form of investment
• Talk Radio is flexible – offers not only conventional advertising but infomercials
• Past Travel Clients include British Airways, Monarch Airlines
Radio AdvertisingStations • Global Radio FM • Global is the number one English –speaking radio station on the Costa Del Sol, and transmits from Nerja to Gibraltar.
• Voted the Best Radio Station for the last 3 years by the people of Marbella • Global has a wide range of listeners – English, Dutch and German and have the majority of listenership on the Coast.
• Their average listener is 25-55 years old, enjoys travelling and has a high disposable income.
Radio AdvertisingStations • Spectrum FM • Considered the largest English language music station in Southern Spain, Spectrum provide the listener with entertainment, news, local information, classic hit music.
• They are a market leader in the Costa Almeria with over 42% of all radio listeners and have doubled their audience on the Costa del Sol.
• Their audience is 35-64 years old • Past clients include British Airways and Daily Mail.
Radio AdvertisingStations • Central FM is the flagship English Radio station in Spain whose programming is a mix of latest releases, chat, information and news.
• 41% of it’s listeners are 25-54 years old with a high disposable income • Central FM receive over 500 calls/SMS each day to the on-air studio • Longest running English station in Spain • Past clients include British Airways, BMW, Telegraph, Barclays
Sponsorship - Overview – Will play a very powerful role in engaging a mobile audience – To deliver large numbers of our target audience in the key region of Marbella – We recommend sponsorship of selected high profile events and are currently investigating availability. Candidate events include Summer Concert Series and Horseracing fixtures at the Mijas Hipodromo, Polo Tournaments at JCM - Sotogrande, Marbella International Rugby Sevens , Marbella Open Tournament at Manolo Santana Racquets Club, Race Fixtures at Ascari Racetrack resort, Volvo Masters Golf Tour, Marbella International film festival sponsorship.
Online - Background – Digital communications is playing an increasingly significant role in reaching the audience and in modern day traveller decision making. Through the employment of digital communications, we can build a cost effective dialogue with the audience, raise brand awareness to previously untargeted market groups, acquire a deeper understanding of their tastes and travel habits and tailor communications according to findings. – 80% of Andalusia residents have broadband access – Spanish internet users spent over 2.6 billion Euros on products and services brought online in 2007 – 43% of Spanish internet users access the internet several times a day
Online - Candidate Media • We propose a combination of banner advertising and hyperlinks to direct traffic to the BVI website and recommend a combination of quality profile media publications as follows: Marbellas. Com El PAIS/International Herald Tribune Essential Lifestyle Publication Absolute Marbella Publication Central FM Radio/REM Radio British Expatriates' Websites Total Online Budget £5407.00
Online – Candidate Titles • Marbellas.com - Marbella’s first online magazine and indispensable guide to Marbella. The site attracts residents and visitors with its varied content. We would employ a banner advertisement and Hyperlink to drive users directly to the BVI website for data capture.
• El PAIS/International Herald Tribune – El PAIS is Spain’s best selling daily and in partnership with IHT is eight pages of local news and events in English.
• Essential Publication- digital version of this lifestyle magazine • Absolute Marbella- digital version of this lifestyle magazine
Online- Candidate Titles • REM Radio FM - the leading English language radio station for Spain. Banner advertising and Hyperlink to drive users directly to the BVI website
• Central FM – the website is continually promoted on-air and receives over 258,000 hits each month. Banner advertising and Hyperlink to drive users directly to the BVI website.
• British Expatriates Websites – selected websites dedicated to the British Expatriate community throughout Spain , in particular Costa Del Sol. Banner advertising and Hyperlink to drive users directly to the BVI website.
Response Handling & Data Capture • A BVI microsite is created for the programme and the site address will be • • • •
featured in all media. Respondees are driven to this tailored website. Ideally a tour operator partner will be happy to support the campaign with an ‘online’ offer A simple data capture mechanism is proposed. Respondees will be asked for contact details including email to opt in for future opted in marketing communications The microsite will contain tracking to enable measurement of the campaign successes across all media channels. Respondees will be able to register for digital brochures. The content for these will originate from existing literature. These brochures will be hosted online
• Total Response Handling & Data Capture Budget £ 25,000.00
Next Steps • Estimate approval and activity booking • UK tour operator