3Q15
Marketing & Sales 3Q Review MEAI
DIGITAL MARKETING
1Q15 THRU 3Q15 INITIATIVES LAUNCHED Please list Max of 10 initiatives launched or completed in the last 3 quarters Initiative
3
Impact / Results
1
Display campaigns – Advance Purchase, Moments & LOS
43M impressions, 665K clicks, & $1,160,000 Room Revenue
2
CRM campaigns – Family, Advance Purchase, Moments, LOS plus individual campaigns of hotels
31M reached, 9.5M opened, $17.6M revenue (+88% YOY)
3
Arabic search – PPC campaign
2,153 clicks, 4.2 CTR & $51,611 revenue
4
Social Luxury contest - MEAI-Savoy
23M impressions, 5M people reached, 228K clicks & 79K engagements
5
Social Media Campaigns to support tactical offers
11M imp, 1.4M reach, 146K Clicks
6
Infographics – Seychelles, Dubai, Makkah
15 links, 400K social reach , $60K value (pending Dubai & Makkah reports)
7
Hotel opening digital marketing plan - AJM
99.5K visits and $61K revenue
8
In Room communication (SweetBeam) pilot at PMI
YTD incremental revenue AED2,806,811
9
TravelAds on Expedia
718K imp, 15K clicks & $420K Revenue
10
Driving individual hotel plans (RPS, ADC, ..etc)
ADC: +25% YOY in Room Revenue RPS: +48% YOY in Room Revenue
DISPLAY CAMPAIGNS
4
GDW CAMPAIGNS
5
SOCIAL CAMPAIGNS
6
INFOGRAPHICS
7
ARABIC SEARCH - PPC
8
4Q15 PLANNED INITIATIVES Please list top 5 planned initiatives for the remainder of 2015
9
Timing
Impact / Forecasted Results
1
Display Campaign – Moments & MICE offer
Nov-Dec
$400K Room revenue
2
LinkedIn InMail Campaign – Promoting MICE offer
Nov-Dec
5 materialized meeting Leads
3
GDW campaign – Moments offer
Dec
$50K Room revenue
4
Toppical videos – Family, city, culture and religious
Dec
250K views
5
Socail campaign – great explorer
Dec
20M impressions, 5M reach
MARKETING COMMUNICATIONS
1Q15 THRU 3Q15 INITIATIVES LAUNCHED Initiative
11
Impact/Results
1
GCC campaign
- Al Arabiya News (Ramadan sponsorship) – exposure value $270,000 - Abu Dhabi Intl airport - Arrivals : 753,888 pax - Saudi airlines in-flight video - 108% increase yoy (transient)
2
Integrated MEAI MICE campaign “Book Early, Stay More’ – ICCA, Cvent and Bedouk
- USD $700,000 revenue generated
3
RFP key clients initiative - incentive trip to Raffles Istanbul Attendees: PWC, Thales, World Bank, IMF, Standard Chartered McKinsey
USD $400 000 confirmed business – Breakdown - $300,000 devoted towards Norfolk and Mount Kenya (World Bank) - $50,000 at BAB (Thales); $50,000 at DBI (PWC, McKinsey)
4.
FRHI Brand Event (Dubai)
- Top tier media attendance and story placements, including Hotelier Middle east, Business Traveler, City 7 (TV), etc… - AVE USD $100,000
5.
Media fams trips – Zimbali, Egypt, Seychelles
- 28 articles (clips) - AVE USD $420,000
1Q15 THRU 3Q15 INITIATIVES LAUNCHED Initiative
12
Impact / Results
6
Trade Shows (AHIC) – Senior leadership profiling
- Media coverage in excess of USD $150,000, including front page coverage in Arabian Business
7
New project announcements – 5 - Fairmont Bahrain Beach - Fairmont Soma Bay - Swissotel Katameya - Fairmont Jeddah - Fairmont Abuja
- 70 media clips - AVE USD $ 680,000
8
PR & Partnerships – Steve McCurry and Paula McLain
- Media coverage AVE USD $340,000
9
Eid & ‘Best Seats in the House’ press release/pitch
- 22 media clips - AVE USD $110,000
INITIATIVES LAUNCHED GCC Campaign – Abu Dhabi Intl Airport
Al Arabiya News – TVC (Ramadan timing sponsor)
13
INITIATIVES LAUNCHED GCC Campaign – Brand creative
14
INITIATIVES LAUNCHED MICE awareness activations
15
INITIATVES LAUNCHED Key Client Event in Istanbul
16
INITIATIVES LAUNCHED FRHI Brand Event
17
New projects – media coverage
INITIATIVES LAUNCHED AHIC - Senior leadership profiling
18
Eid offers & Best Seats in the House
INITIATIVES LAUNCHED PR’ing Partnership – Steve McCurry & Paula Mclain
19
4Q15 PLANNED INITIATIVES Initiative
20
Timing
Impact / Forecasted Results
1
GCC campaign completion
Q4
GCC Media fam to Makkah, press conference – increased media visibility; print ads in GCC media outlets – Al Watan, Al Khaleej. Al Rai
2
Raffles Makkah awareness launch
Nov/Dec
Increase transient booking; heighten consumer visibility
3
Troon Golf activations
4
Media fams - Kenya, Ajman, Makkah
Nov/Dec
5
Fairmont Mount Kenya repositioning
Nov
Complete reposition proposition from UK branding agency
6
Swissotel Kolkata photo shoot
Nov
Extensive hotel photo shoot – guestrooms, conference areas, F & B
7
Cocktails. Perfected ME launch
Dec 9
Regional support for brand initiative
8
Sipsmith media event
TBA
Regional support for brand initiative
9
New project announcements – Al Khobar, Rabat, Tangiers
Nov
Increased brand awareness and media coverage
Oct
Global press release, St. Andrews Prizing, Fairmont ad creative
Increased media visibility
Q4 INITIATIVES Raffles Makkah ad creative
21
GCC ad’s in Al Watan and Al Rai (Kuwait)
Q4 INITIATIVES MEAI Mice creative (for print and digital use)
22
Q4 INITIATIVES Troon Golf Partnership- Golf Digest ME prize (Fairmont St. Andrews)
23
24