markettiers4dc Credentials & Case Studies
Travel & tourism
IntroDUCTION Here at markettiers4dc we have a dedicated and passionate travel team to make sure you get the very best results for your campaign. Our team of senior broadcast media consultants work closely with the industry providing advice on all aspects of broadcast communications including TV, radio and online. Whether you’re looking to make a national announcement, launch a new campaign or make best use of your client spokespeople when they’re in the UK, markettiers4dc offer creative and innovative solutions to maximise your broadcast opportunities. Our role for you is to: • Bring your brand or destination to life through effective use of the broadcast media • Ensure best use of fresh and existing collateral • Create and develop storylines to best engage your target audiences and inspire sales • Secure extensive coverage within the broadcast media At a time when radio listening has never been higher and where five billion videos are being viewed online in the UK every month, broadcast offers powerful and engaging routes to reach both mass and niche audiences for the travel sector.
Our Experience ● Over 18 years experience providing broadcast consultancy and coverage to the UK communications industry ● Over 16,000 items of editorial radio and online coverage generated last year ● Over 70 live webTV shows and 100 hours plus of video produced last year ● Winners of New Media Age and Revolution Awards and shortlisted as Brand Innovator of the year at Marketing Week Engage Awards ● PR Week Award winners for Best Use of Broadcast and Best Live Brand Experience respectively ● Five fully equipped broadcast studios incorporating down the line TV broadcast facilities ● Regional, national and international broadcast outreach ● Founding broadcast partner of the CIPR, Broadcast Partner PRCA, PR Week vodcast producer and IAB podcast partner ● Member of the IAB Video and Social Media Council ● Recognition of our success comes from more than 93% client retention
Our Travel
Experience We have undertaken over 40 travel campaigns incorporating TV, radio, online and social media tactics in the past year alone. Total campaign coverage has given every UK adult opportunities to see and hear messaging at least six times. Building the brands and inspiring sales has been at the core of every strategy we’ve created and driven for the travel sector. Coverage across all broadcast platforms has included: BBC Breakfast, Sky Sunrise, Live at Studio Five, Reuters, Sky News Radio, BBC Radio 4, BBC Radio 5 Live, LBC, Smooth Radio network, BBC World Service, BBC Regional Radio network, BBC.co.uk, and Telegraph.co.uk. We have recruited and worked with a number of industry bodies and spokespeople to front broadcast campaigns including: ABTA, UN, Simon Calder, Tom Hall, Sir Ranulph Fiennes and Kate Humble.
facilities In-house production facilities allow us to create audio and video broadcast quality content quickly and cost effectively.
5 studios
3 edit suites
10 in-house production staff
case study tourism orlando background
Tasked to build on Tourism Orlando’s 67 Days of Smiles campaign, which promoted the immense range of activities available within the State (67 days worth), working with their PR agency markettiers4dc undertook a research driven campaign to showcase how Brits think they know best, even for destinations they have never visited before.
strategy
Alongside the winners of the Tourism Orlando campaign, we enlisted Simon Calder to encourage an understanding of the travelling British nation – best ways to research a destination, address habits of always travelling to same places, what to do when we arrive. These travelling trends provided a credible link for Tourism Orlando to deliver their messages and push awareness of the diversity of activities available within the state across radio and online. To further drive reference back to destination within editorial programming, we ran a series of radio competitions on key stations across the commercial radio network.
industry sector: family friendly Family travel remains at the forefront for a number of clients and destinations. Reaching this time restricted market in an easily consumable manner is key to success. Campaigns need to be both creative and strategic in order to effectively reach parents across all media channels.
results
The campaign hit a wide range of radio targets and online media including Sky News Radio, Smooth Network, Metro Radio, What to do with the Kids, Travelbite, TalkTalk and Supanet. Audience reach was over 45,000,000 across all elements with an AVE of ÂŁ260,000.
talk talk Competition winners
female first 67 days of smiles
travel magazine not just a mickey mouse holiday
case study
norwegian cruise line background
Tasked to generate a buzz both before and during the launch of the latest cruise ship within the Norwegian Cruise Line’s fleet - Epic, markettiers4dc worked on a multi-faceted campaign targeting radio, TV and online.
strategy
In order to communicate the messaging of Epic and showcase NCL as thought leaders within the cruising and travel industry across audience sectors, research was undertaken to pinpoint trends in solo travel for one audience sector and also to investigate adventure dreams of the UK’s children using our First News Panel. Utilising the research we were able to create two elements to the campaign: the rise of solo travel and how NCL had responded accordingly; and also a more feature led campaign on Junior Phileas Fogg’s and how our children have more than a sprinkling of wanderlust. For the family focused story, Peter Duncan featured alongside a representative from NCL in a series of radio interviews. The solo story was brought to life through the filming of b-roll prior to the launch date in Rotterdam.
industry sector: to travel or arrive?
Whether concentrating on value for money travel or accommodation or looking at the higher end experiences for couples and families, demonstrating an understanding of the needs and requirements of our target markets plays a hugely significant role in planning campaigns.
results
19 radio stations featured the family story including BBC Somerset, Heart and Magic 999. The solo story appeared on Telegraph.tv, BBC Fast Track and Reuters. Audience reach across the campaign was over 41,000,000.
telegraph norwegian epic: cruise ship review
aol cruise industry sails into profit
case study tui activity background
‘A Passport to Adventure’ launched by TUI Travel PLC’s Activity Sector adventure brands in January 2010 was the first industry report into the growing adventure travel sector. Recognising that adventure travel covers a wide range of activities, holidays and consumers, markettiers4dc worked with TUI to communicate the passport messages and range of products available through TUI’s adventure brands.
strategy
In order to achieve cut through in the busy travel market place in early January, markettiers4dc and TUI developed a radio and webTV strategy, using Kate Humble alongside Colin Stump (the head of TUI’s adventure brands) to discuss the rise of adventure travel in popularity, the different adventures that can be had around the world and such issues as responsible travel, sustainable tourism and carbon footprints. By including the interactive element of a webTV show, consumers were able to submit questions either before or during the show on which adventure holidays and might be suitable for them / their family etc.
industry sector: tour operators With the ever evolving travel industry and constant pressures felt by tour operators, it has been important to showcase the specific unique selling points of operators and what they offer to their target markets.
results
The interviews were a great success and featured across a wide range of stations including BBC6Music, the Smooth network, LBC and regional BBC stations. The webTV show hit both lifestyle and travel specific audiences through portals such as Female First, Talk Talk, Which? and National Geographic. The total audience reach over 21,000,000 with an AVE of £95,000.
national geographic A passport to adventure
supanet finding the right adventure holiday
case study visit tirol background
markettiers4dc worked alongside Visit Tirol to generate an understanding of the region for the summer months, whilst positioning the destination as a must-see in 2010. An umbrella campaign was developed to ensure print worked in synergy with broadcast components through the creation of consumer research investigating how stereotypes influence our holiday destination choices.
strategy
Tom Hall from Lonely Planet fronted the radio side of the campaign to deliver key messaging using the research findings as the context. To engage the target audience further we created an entertaining ‘How to Yodel’ video. This was sold in to a number of online media portals, pushed via the Visit Tirol Facebook page and through a sustained Twitter campaign.
industry sector: destinations
The world is quite literally our oyster these days and so destinations have to work harder than ever before to achieve coverage. As such, we have worked with a wide range of destinations creating multi-faceted campaigns to bring their messaging to life throughout the year.
results
The campaign was specifically aimed at a younger market and coverage covered a wide range of commercial stations and targeted online portals including The Independent, TTG Live, Female First, AOL, Yahoo and Male Xtra.
ttglive tirol searches for best british yodeler the independent teach yourself to yodel
yahoo! learn the skills and you could become the UK’s yodel idol
case study my travel cash background
Prepaid travel cards are tipped to be a major growth area within the UK and yet remain largely unknown by the majority of Brits travelling abroad. My Travel Cash therefore were keen to position themselves as market leaders and raise their profile within a competitive marketplace.
strategy
In order to build the brand, it was important to first showcase their understanding of their customers by undertaking thought leadership research into consumer behaviour and understanding of currency needs and requirements when travelling. Working with Blakeborough Ltd, this research on consumer habits and how holiday spending is often out of control was then used to drive story lining and news hooks for a broadcast session of interviews and sustained coverage via audio feature placement across the network. To ensure an editorial balance and control in placement, we secured a representative of ABTA to join my Travel Cash in studio.
results
The campaign AVE reached over ÂŁ120,000.00 with audience reach over 29,000,000 via placement on key desks such as the Sky News Radio network and the Real Radio network.
industry sector: Advisories & innovations the serious side of travelling
Travel of course has a serious side and as such many of the campaigns we work on are advisory in nature. Whether this is working with the FCO on their ‘Know Before You Go’ campaign or with the Post Office on organising your travel insurance and currency - there are a number of tactics within the broadcast arena which can be used to bring the messages to life.
if you require more information, please contact us E info@markettiers4dc.com T 020 7253 8888 F 020 7253 8885 A Northburgh House 路 10 Northburgh Street 路 London 路 EC1V 0AT