dda Changing the face of travel brands
dda is a dynamic, independent, full service integrated communications agency based in Imperial Wharf, London specialising in the travel and leisure industry. _We’re passionate about building travel brands and over the last twenty years, we have partnered some of the world’s leading airlines, tour operators, hotel groups, product providers, regional and national tourist boards engaging consumers and the travel trade producing impactful creative and intelligent strategy to move audiences.
advertising./
strategic consultancy, audience research and targeting, media planning, media buying, ambient media, online advertising, press, outdoor, TV, radio.
digital media./
digital strategy, social bookmarking, mobile phone media, website development, SEO, online advertising – impression and pay per click, interactive multimedia, e-commerce, e-marketing, applications, video feeds, AV material, 3D modelling, social media engagement.
direct marketing./
campaign strategy, data services, audience profiling, prospect identification, customer acquisition and data harvesting, CRM, telemarketing, e-marketing, door drops, print management, international mailing, response management and fulfillment etc.
design+print./
corporate identity, graphic design, 3d modelling, typography, type design, artwork, photography, illustration, copywriting, print production.
experiential./
brand experience, exhibitions, events, conferencing, hospitality, team building events, field marketing, guerilla marketing, ambient experiences, sampling campaigns.
pr services./
advocacy, public affairs, sales visits, product placement, social media engagement, forums, mapping online conversations, blogging, word of mouth programmes, search relations, training and trade incentive programmes.
Our travel sector experience is second to none. We have helped to build some of the world’s leading travel brands and tailored a broad range of UK and international programmes. Expert knowledge of the travel sector acquired both agency and client side coupled with an environment that nurtures fresh thinking and creativity means our communication programmes are that much sharper. _What makes some of the world’s leading travel brands work with us is our fresh strategic thinking and creativity coupled with commercial sense. _We engage audiences and create integrated marketing campaigns that work. Audiences have to be moved by the message no matter what the budget is. That’s where we come in.
Our wealth of travel sector experience embraces brand building and communications for both trade and consumer audiences, in the UK and internationally.
Our experience covers a wide array of communication activities: corporate identity creation, literature design & brand collateral production, market intelligence, audience profiling and targeting, strategic campaign planning, media buying, x-channel campaign production and implementation, press advertising, online advertising, outdoor advertising, website development, direct marketing, e-marketing, web strategy, exhibition materials, partner promotions and travel trade recognition programmes.
The following pages give a snapshot of past work.
The British Virgin Islands Tourist Board./
dda have been responsible for consumer and travel trade x-channel brand building for the BVI in the UK region since 2004. _We have recently won an international pitch and been commissioned as the BVI Tourist Board’s lead branding agency. _The dda branding guidelines and style guide will be adopted globally across a broad range of brand materials and translated into a variety of languages to work internationally. We are responsible for the ongoing upkeep of a strong, cohesive corporate identity to be used globally across a wide selection of media and audiences. _BVI global brand communications will embrace a wealth of exciting promotional activities running in international markets, a variety of trade and consumer audiences and a whole host of contemporary media channels. _Campaign elements include: campaign styling, image and video library, style guide and marketing tool kits for international use, a suite of multi-language corporate literature, digital solutions, international advertising, mixed media promotional campaigns, multi-channel partner promotions, exhibition work, presentation materials, data strategy, e-marketing communications and ongoing promotional activity.
Advertising
Advertising
Advertising
Coffee table destination brochure / Cover
Coffee table destination brochure / Double page spreads
Desktop calendar
Corporate ID development and style guide
BEACHES
SPAS
Website
Direct marketing and online advertising
Jumeirah./
dda has enjoyed a long relationship with Jumeirah, the world’s most luxurious hotel chain with properties in New York, Dubai, London and Shanghai. During that time we have worked on several large scale brand communications initiatives. _One such initiative was the international communication programme targeting international travel agents to announce Jumeirah’s GDS booking code changing to ‘JT’. _The multi-media strategy targeted seven key international markets including Europe, USA, Russia and the Gulf States using trade advertising, web and direct marketing. dda devised the cross channel strategy, undertook all creative, production and management of the campaign including all translations, media placement, data management and harvesting in each market. _Media included full colour press ads and cover wraps in international travel trade publications, interactive online banner advertising and direct mail. There was also a three stage viral email campaign with a dedicated microsite and an interactive data capture-driven online game competition. _For the official launch at WTM, we created a range of outdoor & exhibition collateral including floor posters, hanging banners and handouts. Advertising / e-marketing / direct mail / web
Multi-channel campaign in seven regions
Multi-channel campaign in seven regions
Multi-channel campaign in seven regions
Online / banner advertising
Emirates./
The Emirates Group is the parent group of Emirates Airlines and Emirates Tours. _Over the course of a 10 year partnership from 1997, dda worked on a wide range of B-B and B-C initiatives including corporate identity development, database development and management, direct marketing, advertising, sales promotion, public relations, digital media, sales promotion, event management, design+print and fully integrated communication campaigns. _The work we produced saw Emirates grow from a small middle-eastern operation into one of the largest airline groups in the world. _We started with audience profiling, consumer and trade database construction and development and the construction of communications strategies for both consumer and travel trade audiences. _Over the years, we produced a host of trade comms including agent newsletters, launch awareness comms and incentive materials. We also produced consumer DM campaigns, collateral and sales literature as well as above-the-line advertising for specialist publications promoting the airline. Coffee table brochures
International advertising
International advertising
Direct marketing - travel trade
Direct marketing - travel trade
Corporate literature
Corporate literature and direct marketing
Malaysia Airlines./
Malaysia Airlines is the national carrier for Malaysia, formed in 1937. Our partnership has entailed activity in every aspect of their marketing mix. _dda was first appointed by the airline in 1999 to raise awareness of the airline as a world class airline amongst business travelers, consumers and the travel trade. Since then we have created a number of pan-European trade and consumer marketing programmes including advertising (outdoor, radio, national, regional and trade press), brochures, direct marketing (including database development of some 30,000 consumers), exhibition stands, point-of-sale, e-commerce and website consultancy. _Our activity has not been restricted to the UK region. We’ve created international campaigns for consumers and trade audiences as well as produced a marketing toolkit & brand templates for regional managers in 12 countries throughout Europe. _In order to keep the all-important Travel Agent informed, we built a unique travel trade database as a platform for ongoing communications to the agent audience and were responsible for the prestigious agent’s newsletter, ‘Check-In’ as well as ongoing incentives and brand communications.
Advertising
Advertising and direct mail
Agents newsletter
Advertising
Advertising and direct marketing
Destination Malaysia./
dda’s initial appointment by the Malaysia Tourism Promotion Board (MTPB) was to create a joint marketing campaign with Malaysia Airlines (MAS) to help put Malaysia on the map with holidaymakers and the travel trade to promote it as a highly desirable, up-market, alternative beach destination. _dda developed a strategy for an integrated campaign aimed not at travelers whose choices were other Far Eastern destinations, but those who were considering places such as Florida and the Caribbean. By working alongside MTPB and MAS, plus several upmarket tour operators also with an interest in Malaysia, we devised and launched an integrated strategy to put Malaysia firmly on the map _We enrolled a host of leading operators to support the consumer campaign with price led offers including: Trailfinders, Thomas Cook Signature, Kuoni Travel, Travemood, Gold Medal Travel, Bridge The World, Somak Holidays and Resorts, Hayes and Jarvis, Asia World, Sunset Faraway Holidays, Sovereign, Emerald Travel and Ebookers. _Our campaign included radio commercials, infomercials on certain SKY channels, cross-track posters on the London Underground, colour press ads, advertorials, radio ads, win-a-holiday competitions and highly targeted direct mailers as well as an interactive CD-ROM fulfillment piece for respondees. _To support the consumer activity, we also ran the trade programme. The incentivised trade campaign included DPS ads in the trade press, viral emails and online banners which linked through to our trade microsite. The site was educational and contained video streaming as well as an online game with a league table and incentive prize. _The consumer campaign was highly successful, with over 60,000 CD-ROMs distributed and over 10,000 responses generated from the competition. Tour operators participating in the campaign reported an increase of nearly 45% in their Malaysia bookings over the previous year as well as a much greater interest in the destination overall. Advertising
Microsite-travel trade
Online advertising, destination showreel and direct marketing
VisitBritain./
VisitBritain is the national tourism agency responsible for marketing Britain as a destination worldwide. Since 2003, dda have undertaken a wide variety of creative and strategic comms. _Initiatives have included corporate identity and branding, style guide creation and multimedia brand toolkits, industry and partner communications stakeholder, partner communications and strategic promotional activity to drive visitor numbers. Our breadth of work covers field marketing, outdoor, display and classified press advertising campaigns, digital initiatives, exhibition collateral. We’ve also produced tactical direct marketing, incentivised loyalty and partner programmes (Ordnance Survey/ Best Western Hotels/ Jurys Hotels), targeted campaigns focusing on individual cities (Carlisle, Liverpool and Bath)as well as fully integrated multi-channel campaigns. _Arguably, the most impactful initiative dda have devised is our idea for and creation of the VisitBritain TomTom application in 2006 to promote the new The Enjoy England Quality Rose accommodation rating scheme. We recognized the ever-growing popularity and importance of Sat/Nav technology and compiled a downloadable data application for the TomTom GPS system to generate awareness and confidence of the quality assurance scheme via a contemporary and innovative channel. The application was made available as an online download from the EnjoyEngland website and the application is still running to this day mapping quality-assessed POIs and key partners such as Tourist Information Centres.
Advertising
Advertising
Advertising
14 Fulham Business Exchange The Boulevard London SW6 2TL T +44(0)20 7384 8960 F +44(0)20 7736 6839 www.dda.uk.com
dda