Fairmont Brand Campaign Middle East 2015
Fairmont Brand Campaign – Middle East SUMMARY • Plan overview • Marketing activities and deliverables • Brand creative • Public Relations tacticals
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Fairmont Brand Campaign – Middle East GCC Fully Integrated Media Brand and PR Campaign • High visibility driving awareness and tactical offers with solid measurable returns to KSA & UAE Fairmont hotels • Major brand exposure in key GCC markets including Riyadh, Jeddah, Doha, Kuwait and Abu Dhabi • Grow transient segment from key GCC markets • Build ongoing awareness towards Fairmont’s presence in Makkah within the GCC community • Grow ADR due to higher yielding GCC customer base • Develop PR strategy and execute media tacticals, pitches, including fams • Drive traffic to brand.com and FPC sign ups
3
Brand equity GCC campaign
initiatives launched
5
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
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TVC Display Campaign on inflight routes primarily targeting business & first class passengers on Saudia Airlines (Sep 1 – Nov 1)
- 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
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Airport Billboard campaign promoting brand awareness to the prime Abu Dhabi locals. (Aug 10 – Sep 10)
- Prominent exposure to Abu Dhabi locals during peak summer travel times with call to action to fairmont.com
Al Arabia News Network TVC Campaign
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2015 planned initiatives Initiative
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Timing
Impact / Forecasted Results
1
Riyadh International Airport Serenity Column Ads
Oct – Dec
- Promote Fairmont Makkah & UAE hotels via brand.com campaign over 2 months to drive room nights revenue and bookings through our direct channels
2
FPC In-Mall Database Acquisition Campaign (Qatar & Abu Dhabi)
Oct - Nov
- 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
3
MBC FM Radio Campaign
October
- Broadcast campaign with a call to action to 800 Rez & brand.com
2015 planned initiatives Initiative
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Timing
Impact / Forecasted Results
4
News Paper Print Campaign (Al Khaleej, Al Rai, Al Watan)
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
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Media pitches and story placements - Hajj press release (Arabic/English) - Lifestyle and family pitches
Sep - Nov
- Dedicated press material - Media liaison and engagement
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GCC/KSA media fam
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Makkah Landmarks PR launch
Oct Oct-Nov
- KSA PR agency coordination - On-site logistics support - Press conference with members of Makkah Chamber of Commerce (MCC), Saudi Commission for Tourism and Antiquities (SCTA) and MAK spokespeople
discretionary spend results summary 2015 Budget
2015 Actual or Forecasted Results
% Brand Allocation Budget From Discretionary $
R
500,000
F
S 100%
Budget TOTAL From other Budget sources Combined $
350,000
$
850,000
Other Relevant Metrics and/or benefits
Consumed Actual / Forecast
Audience / Reach
June 18, 2015 25M Viewers
Bookings
TBD
Stays TBD
Room Nights
Total Revenue USD
10,000 $4,000,000
Cost of Sales* 21.3%
GCC Exposure, brand.com growth and 10,000 new FPC signups
• First campaign launched on June 18th was TVC bumper on Al Arabia News Channel • Two more campaigns including Abu Dhabi Airport Billboard and Saudia Airlines currently in progress • Remaining campaigns will launch September onwards 9
Abu Dhabi International Airport Billboard
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Fairmont Middle East Brand Creative
Makkah Clock Royal Tower, a Fairmont Hotel
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Makkah Clock Royal Tower, a Fairmont Hotel
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Fairmont The Palm – Staycation & RESORT Focus
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Fairmont The Palm – Family Travel Focus
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Fairmont Bab Al Bahr – Local Wedding Focus
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Out of Scope Ads for Future Use
Fairmont Dubai – GCC Business Focus
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Fairmont Bab Al Bahr – European/CIS Focus
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