2Q15
Marketing & Sales 2Q Review MEAI
MEAI MARKETING & SALES PLAN Q2 SUMMARY • Digital Marketing initiatives • Public Relations tacticals
• Marketing and Partnership activities • Brand equity campaign/GCC focus
2
DIGITAL
MARKETING
2Q15 REGIONAL INITIATIVES LAUNCHED Initiative
4
Impact / Results
1
GDW campaign targeting MEAI database, promoting Length Of Stay offer
Reach of 32K, open rate of 21.8% Pending conversion report
2
Fairmont Moments display campaign May – July
6.2M impressions, 56K clicks, & $148,470 Revenue May 6-Jun 27
3
Length of Stay display campaign May – July
7.1M impressions, 53K clicks & $259,335 Revenue May 6-Jun 27
4
Social media buying to support both Fairmont Moments & LOS offers
5.2 M impressions, 740K people reached and 61K engagements
5
Arabic PPC campaign targeting GCC
11K clicks, 206K impressions, 5.3 CTR & $55.7K revenue
6
Infographic for Makkah and Dubai - to be launched soon
Organic search and exposure for hotels / destinations
7
GDW campaign in partnership with QA
Reach of 7.3K, open rate 21.5%
8
Leading individual hotel plans (RPS, ADC, Makkah, AJM..etc)
May YTD Vs. 2014: RPS: +64% bkgs & +53% nts ADC: +16.7% bkgs & +38.8 nts
Q2 PROJECTS – CAMPAIGNS TARGETING ROOMS DATABASE
Campaigns 22
5
Reach 299,455
Opened 71,925
Open Rate 24.02%
Clicked 7,290
Click-Through Rate 10.14%
Q2 PROJECTS – SEM KEY ACTIVITIES
•
Arabic PPC regional campaign
• • •
Supplemental campaign for RPS Supplemental campaign for ADC Supplemental campaign for AJM
Q2 PROJECTS – SEO KEY ACTIVITIES
• Brand.com content optimization • Seychelles Infographic outreach
• Dubai Infographic • Makkah Infographic
Q2 PROJECTS – DISPLAY CAMPAIGNS
• Individual hotels: PMI, RPS, AJM, ADC and ZIM
• MAK, RMH, SMK to be launched soon
Q2 PROJECTS – DISPLAY CAMPAIGNS
• Regional campaign: - Fairmont Moments Offer - LOS Offer
Q2 PROJECTS – SOCIAL MEDIA
• Social media buying on Facebook: •
2.8 M impressions
•
630K people reached
•
45K engagements
PLANNED INITIATIVES Initiative
11
Timing
Impact / Forecasted Results
1
Display campaign - Fairmont Moments regional offer
Jul – Sep
Traffic / revenue brand.com
2
Display campaign - Length of Stay
Jul – Sep
Traffic / revenue brand.com
3
GDW campaign – offer TBD
4
Social Media engagement campaign
Oct - Dec
Social engagement, revenue brand.com
5
Social media buying to support tactical campaigns
Jul - Sep
Social engagement, revenue brand.com
6
Infographic for Cairo & Zimbali
7
Topical video clips – family, culture, city & religious
8
Festive display campaign – offer TBD
Nov-Dec
Traffic / revenue brand.com
9
GDW campaigns promoting Summer/Festive offers
Aug, Nov
Production of transient segment
10
Arabic PPC supplemental campaign
Jul - Dec
Traffic/revenue brand.com
Sep
Q3 November
Production of transient segment
Organic search Drive guests in research phase
PUBLIC RELATIONS
2Q15 REGIONAL INITIATIVES LAUNCHED - PR Initiative
13
Impact / Results
1
Brand Event - Held on Thursday 30 April 2015 - Brand representatives (Lilian Roten, Diana Banks and Jane Mackie) in attendance and showcased their respective brands in an interior design showcase. - 67 lifestyle, consumer and B2B media in attendance over the course of two events (media showcase and top tier media dinner).
- Top tier media attendance and story placements, including Hotelier Middle east, Business Traveler, City 7 (TV), etc… - Greater brand awareness in Dubai and GCC markets.
2
AHIC/ATM - Produced press kit – global growth, residential release, spokesperson bio’s, new project announcements (Soma Bay, Katameyah, Jeddah) - Secured media interviews, including Michael Glennie, and provided briefing documents - Arranged for Fairmont Jeddah signing with owning company
- Media coverage in excess of USD $150,000, including front page coverage in Arabian Business
3
Kenya - Random House author (Paula McLain) commissioned for Fairmont Magazine and Town & Country stories - Provided induction for new area PR manager Njeri Chenge
- Media coverage (Town & country) valued at approximately USD $40,000
2Q15 REGIONAL INITIATIVES LAUNCHED - PR Initiative
14
Impact / Results
4.
Seychelles - Ranger for a Day press release and programme finalized - UK media fam trip organized (15 – 19 May) to experience Ranger offering for summer coverage, and included Harper’s Bazaar online, Escapism, Diplomat - Developed Virtuoso release for RPS entry into the program
- Coverage to follow in Q3
5.
UAE - New director of communications recruitment and induction – Fairmont Bab Al Bahr - Developed Fairmont Ajman opening press release - Seven Agency mandated to provide opening hotel PR support for Fairmont Ajman, including media fams - Arranged hotel stay and meeting between DJ Flanders, Director of Operations for Troon and Fairmont Ajman team. - Reviewed Lobby renovation press release – Fairmont Dubai
- Coverage to follow in Q3
6.
Eid - Developed roundup Eid release to include Raffles, Fairmont and Swissôtel properties for GCC holiday travel
- Coverage to follow in Q3
2Q15 REGIONAL INITIATIVES LAUNCHED - PR
15
Initiative
Impact / Results
8.
India - Site visits conducted of Fairmont Jaipur and Swiss么tel Kolkata. - PR strategy review, departmental audit and site visits of comp set were conducted. - Met with Quotient Consultancy, FRHI PR agency of record to discuss brand media outreach
- Development of structured PR plans for proactive media outreach
9.
Makkah - Met with communications manager in Dubai for PR overview and to discuss Makkah awareness strategy - Development of PR plan to include GCC media fam and brand event, in addition to in-market (KSA) PR support for Q3/Q4
- Coverage to follow in Q3/Q4
2Q15 AT A GLANCE - PR Brand Event - Dubai
16
ATM/AHIC
2Q15 AT A GLANCE - PR Ranger for a Day
17
Kenya – Town & Country
Fairmont Ajman
PLANNED INITIATIVES Initiative
18
Timing
Impact / Forecasted Results
1
Makkah Landmarks program
August
Consumer/b2b media coverage
2
Lifestyle events launch/brand partnerships – Fairmont UAE
Aug- Dec
Consumer/b2b media coverage
3
US Media fam to Kenya
TBA
Consumer/b2b media coverage
4
Steve McCurry exhibition con’t
September
Consumer/b2b media coverage Fairmont Magazine coverage
5
Paula McLain – Fairmont Magazine and Random House events
TBA
Fairmont magazine coverage Event activation and engagement
6
Makkah PR Awareness plan
Q3
Media coverage and brand awareness
7
Bee Pollinator Program
Q3
Media coverage and sustainability focus
8
Singapore Sling anniversary
Q3
Blogger and social media activations
MARKETING & PARTNERSHIPS
INTEGRATED MICE CAMPAIGN Launch of “Book Early, Meet More!” Regional MEAI MICE Campaign •
Unified Offer targeting MICE bookers, meeting planners and corporate clients
•
Booking Window: March to June 17th, 2015
•
Stay Period: September 17th, 2015
•
Corporate/Agency bookers receive 5% credit/commission on final bill including F&B
•
15% Discount on DDR package
•
Complimentary attractive benefits
•
Special Ramadan rate from June 17th to July 17th, 2015
INTEGRATED MICE CAMPAIGN Campaign Distribution; •
Hotel Database
•
ICCA Association Database + membership (70,000 database)
•
Cvent - Banner Ads, Email Marketing solution (105,000 database), Marquee Ads and blog sponsorship
•
Bedouk – Co-Branded newsletter, landing page, E-blast (55,000 database)
BEDOUK – JUNE E-BLAST
CVENT – CAMPAIGN RESULTS • 4 Awarded RFP worth almost $40,000 in rooms revenue • 29 RFPs worth over $2 Million (8,701 Room Nights) are in submitted proposal stage.
• 39 RFPs worth $5 Million (14,507 Room Nights) were either turned down or rejected
Year over Year analysis includes;
• 20% Growth in terms of RFPs sourced • 300% Growth in Terms of RFPs awarded • 188% Growth in conversion rate
REGIONAL INITIATIVES LAUNCHED Initiative
24
Impact / Results
1
IP Global Platinum Club Mercedes Ajman VIP Weekend Launch - Top High Net Worth individuals Golf & Drive campaign - Build awareness
- 24 VIP’s plus spouses experienced Fairmont Ajman in opening month - Exposure to 78,000 Facebook fans promoting Fairmont Ajman
2
AMEX – MENA - Increase awareness of Fairmont brand throughout the region - Global complimentary night offer with USD $25 - Targeting green and Gold card members
- eDM provided by Amex worth USD $19,000, incl media placements - eDM reach 50,000 - 5,400,000 impressions GDN
3
Citibank Gourmet Pleasures - Increase awareness of F 7 B offers in the UAE and drive F&B revenue - 15% off dining and 30% off in March for need periods at PMI and BAB
- Print media circulation 924,000 - F & B revenue from 15% offer –USD $5770; 90 covers
4
Emirates Skywards - Exclusive Emirates Skywards promotion - ZAR 2.160 per night including double Skywards miles
- eDM reach of 2 million - 778,000 impressions per month - Ongoing, but by end of March 2 room bookings
BRAND
EQUITY/GCC
CAMPAIGN
1H15 INITIATIVES LAUNCHED
26
Initiative
Impact / Results
1
Ramadan Awareness TVC campaign on Al Arabia News network with Fairmont Makkah sponsoring the opening and closing bumper on the Power business show with a call to action to www.fairmont.com. This will run daily the entire month of Ramadan and Eid break (June 18 – July 20)
- Major brand exposure in key GCC Markets including KSA, Qatar, Kuwait, UAE and Arabic speaking countries - Ramadan partnership with significantly high viewership
2
TVC Display Campaign on inflight routes primarily targeting business & first class passengers on Saudia Airlines
- Prime visibility on all Saudia Air domestic and international flights with prominent exposure to Fairmont - Impact bookings from within KSA market to avoid visa restrictions in place for international travel in to the Kingdom
3
Airport Billboard campaign promoting brand awareness to the prime Abu Dhabi locals.
- Prominent exposure to Abu Dhabi locals during peak summer travel times with call to action to fairmont.com -
AL ARABIA NEWS NETWORK TVC CAMPAIGN
27
2H15 PLANNED INITIATIVES Initiative
28
1
Riyadh International Airport Serenity Column Ads
2
FPC In-Mall Database Acquisition Campaign (Qatar, KSA, Doha)
3
MBC FM Radio Campaign
Timing
Impact / Forecasted Results
Sep – Nov
- Promote Makkah via brand.com campaign over 3 months to drive room night revenue and bookings through our direct channels
Sep – October
- Database acquisition and FPC signup campaign in promoting fairmont.com offering new members the opportunity to win a weekend at a Fairmont Hotel in the region including Makkah - 10,000 + new sign ups
October
- Broadcast campaign with a call to action to 800 Rez & brand.com
2H15 PLANNED INITIATIVES Initiative
4
29
News Paper Print Campaign (Al Khaleej, Al Rai, Al Watan)
Timing
Impact / Forecasted Results
Sep – Nov
- Print campaign with an offer & call to action to 800 Rez number and brand.com - Drive room night revenues and bookings valued at 10x campaign cost - Build awareness to Fairmont brand
PRELIMINARY LOOK AND FEEL OF BRAND CAMPAIGN
30
31