Taking the right approach‌
Consider the climate… •
By the time you reach 35 you will have been subjected to… • • •
150,000 TV ads 70,000 minutes of advertising 2 months of your life
Pressure
Pressure
Attention Deficit Disorder?
The changing UK & European media landscape
Brands must evolve and talk differently‌ Chased by consumer
Chasing the consumer Press Ads
Considered placement
Content Rich
Film/Music comarketing & placement
Branded Programming
Sponsorship
Dialogue
Events
Promos Direct Marketing Digital
TV Spots
Tele Sales
Interruption
Helping brands move from interrupting consumers to being involved/a partner in consumers interests!!
Product Focused
You need a vision…….
This strategy should be at the heart of ALL your communications!
Building a media Strategy •
The ever changing world of media & communications means that all consumer communications require Consistency, Clarity, Contrast and Credibility!
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Modern media consumption dictates the need for a single identifiable idea that unites those four principles
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In order for us to differentiate the good media ideas from the bad, all our media choices needs a ‘benchmark’ on which to be judged
•
That benchmark is born out of the following… – – – –
The Consumer The Brand The Market The Media
Building a Strategy‌
The Consumer… •
The modern tourist is a multitude of personalities
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BUT majority will be linked by a common mindset…..
“Experience seeking!” •
Furthermore, The long haul traveller today is both educated, well informed and keen to broaden his/her knowledge of the world!!
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However, the most reliable tool when choosing a holiday destination is ‘Word of Mouth’
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And whilst we must resist defining ALL European & global ‘Travellers’ by simple demographics, alone, the following gives us a good steer N.B Audiences will differ slightly country by country •
UK demographic: AB Adults, Age 35-54, London & South East Bias, £40k p.a.
•
We believe we should “sacrifice & over-commit” to this audience – in the knowledge a broader audience will also coming into contact with our campaign.
The Brand… •
The Caribbean is still considered ‘exotic’ to most Europeans
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The islanders live life honestly and uncomplicatedly
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i.e. the island and its resident don’t pretend to be something they are not!
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The Islands are steeped in History and Diversity
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The terrain/waters makes for a active holiday
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However…. •
The destination is not overly well known and so the audience needs to be educated in what makes the islands so
UNIQUE!
The Market…
•
The market is well served by a number of alternative high end quality destinations
•
Economic crisis will not effect long haul travel
•
The luxury consumer will continue to spend but they will be more ‘considered’
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As new destinations become accessible, choice is becoming a burden on the consumer
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Internet has given wealth of knowledge to consumer
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Transactional sites have reduced reliance on agents
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Blogs & Testimonials driving destination choice…
“Travel stories still excite us!”
The Media…
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Internet is now King!
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But traditional media TV and Outdoor drive awareness
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PR and editorials create and fire interest
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Increasing difficult to stand out
•
Flickr, Trip Advisor and Expedia have changed the way we view the world
“There is no longer an opportunity to deceive the audience”
The Strategy
One Thought Binds All… The Consumer
The Brand
Affluent Informed Experience Driven Inquisitive International Mindset
Unknown Honest Unique Authentic Natural Genuine
“Simple, Honest, Truths” The Media The Market Cluttered sector Driven by recommendation Abundance of information New destinations increasing Long haul now affordable
Editorially driven Internet blowing myths Hard to stand out Sharing of information
How could that work in the real world?…(example) Online – Place banners on Blogging sites/pages, focus on respected editorial sites, Times, Telegraph, Guardian & well respected + Specialist ‘Diving’ etc Radio – Drivetime Promo/Competition ”True or false?”
Press/Mags– Focus on Leader/editors/News pages where editorial is trusted.
TV – Focus on high quality production ‘interview’ shows e.g. Parkinson
“Simple, Honest, Truths”
Digital TV – ‘Advertorial’ Experience the destination! Sponsorship/Events – BVI “photographers of the year” on Flickr
Outdoor – Black Cabs & Tube Panels!
Third Parties/PR – Win trip to BVI with Canon - “Camera never lies” etc
Implementing The Strategy… •
In order for this strategy to work, it is important to focus media with high dwell times…..
•
Obvious media choices are visual ones like Outdoor and Press but Radio could also prove to be a useful addition, as it is considered a highly ‘trustworthy & truthful’ medium by its listeners!
•
Of course, no destination campaign should be without Online and this should be the starting point for any planning as it is THE dwell medium
•
In addition, it is paramount that PPC (pay Per click) should be a included on any plan as this is the perfect way to hoover up any consumers actively seeking your brand/market
•
If you are spending £250k - £1m on ‘above the line’ marketing only for your competition to appears higher in the listing than you - you have lost before you begin
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This should be the backbone to any campaign especially a travel sector – it is also highly cost effective!!
Implementing The Strategy… •
Two other importantly factors in our planning our campaign……..
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FREQUENCY
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How many times does your audience need to see your message?
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Once, twice?
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We propose that you focus on reaching a freq of AT LEAST 4-5 times
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This should be the priority over and above coverage’
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i.e. Better your 30% of audience sees you ‘4 times, than 70% of your audience only once.
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Remember “sacrifice and over-commit”
Cluttered period
COVER BUILD •
The time in which it take to build the coverage of the campaign!
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If you appear in Jan issues, it might be 4 months before you reach the secondly and tertiary reader!!
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We propose a campaign begins Jan-Mar 2009, meaning the campaign will peak in April/May – 6 months before the BVI peak season
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We also recommend a second burst in Sep/Oct that’s acts as a reminder to the audience for the Xmas season
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This flighting also means you are not competing for ‘Share of Voice’ at the same time as the competition – thus making your budget stand out more!!!
Example of UK Media Plan 2009 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Outdoor
2 weeks
£
£160k
2 weeks
1+ cover 65% Abc1 Adults @ 8.0TS
Press/Supps
Full Pages
Full Pages
£300K
1+ cover 65% Abc1 Adults @ 7.5TS
Radio
3 weeks 30 secs
2 weeks 30 secs
£180K
35% AB Adults @ 6.5 OTH per campaign
Online
Banners/Skys etc
Banners/Skys etc
£150K
38% AB Adults @ 4.5 OTH per campaign
Total
N.B. All costs shown are estimates and exclude Production.
£790k
The budgeting by region… •
Splitting a marketing budget by country can be a hazardous process but this task can be eased by considering the following:
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The audiences pre-disposition to long haul travel
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The size of the audience in each country
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The cost of the media in each country
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The economic conditions
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Competitive spends
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The lifestage of the brand/destination (How long has it been promoted in the region?)
•
For now, we have taken the passengers nos. of those who have travelled to “The Caribbean in the last 12 months” as a whole, and cut the cloth accordingly!
•
However we would welcome a discussion on the issue for the reason set out above
The budgeting by region…
•
EU Visitors to Caribbean = 1,833,483
European Budgets = £2.25m
UK
35%
£787,500
France
15%
£337,500
Germany
10%
£225,000
Italy
7%
£157,500
Spain
12%
£270,000
Other
21%
£472,500 *
•*Other monies to be used as a test budget and split equally between (£94,500 each) • Scandinavia, Russia, Hungary, Czech Republic & Poland • N.B. It may be that these monies do prove large enough and that some territories may need top be dropped Source: CTO Caribbean Tourism Organisation
UK 2008
Q.4 2008… •
Despite all the strategy discussions of the previous slides we still have a job to do in the last quarter of 2008!
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Budget £150k –
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Objectives: •
Raise profile of BVI amongst core target audience
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Position BVI as high end quality leisure destination
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Generate ‘consideration’ of BVI as potential Xmas 2008 destination
Media Choices: •
Outdoor is an effective route at building coverage and freq quickly –
•
Press will present brand in trusted, respected medium –
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Travel Sections or Newspaper magazine supplements
Niche Magazines titles will provide awareness amongst ‘activity’ audiences –
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Cross-track(LU) or Cross-Rail (Adrail) or tube panels (48 sheet or 16 sheets)
Dive/Yachting/Brides magazines
Online should be considered to provide last minute call to action –
Quality broadcast/Newspaper sites & PPC