Travel Network Group
Progressive Marketing Strategy Partnership Opportunities
2014
Plus
Contents 02
Direction & Routes to Market
03
Our Proposition
04
Our Membership Network
05
Online Distribution
06
National Press Advertising
07
TTNG Consumer Magazines
08
Database Segmentation
09
Retail Windows
10
Our Team
Press Adver already und tangible upl
11 -12 Your Involvement 13
Measuring Success
Marketing Strategy & Campaign Plan 2014
01
eneration ering
Our Direction & Routes to Market • To deliver differentiated product to all our members - Unique in the travel market - Offering great value via the deal++ concept
• Distribution across all areas of the business 1. Online 2. National Press Advertising 3. Consumer Magazines 4. Database Segmentation 5. Events & Training Days 6. Retail Window Displays & POS Material 7. Webinars
New for 2014: All activities will be response driven with ROI tracked
Marketing Strategy & Campaign Plan 2014
02
Our Proposition
Deal++ Product • Bespoke product offering added value through: - Free nights /excursions / upgrades / unique itineraries - Giving our members a diferentiated proposition on the high street - Promoted across all platforms giving Business Partners increased distribution - Booked on Honeycomb – centrally managed, supported and tracked
Marketing Strategy & Campaign Plan 2014
03
Our Membership Network • Distribution across 800 businesses througout the UK. • Our members hold their own customer databases estimated to be + 800,000 Contacts
240 Members
346 Members
Plus
21 Members
82 Members
82 Members
2 Members
Marketing Strategy & Campaign Plan 2014
04
Online Distribution • Distribution of products across all relevant URLs - Managed centrally - Booked locally
• Members area - Profiles show areas of expertise
• Traffic driven by - SEO/PPC - Lead generation
• Customers automatically routed to local agent via phone/email
www.worldchoicetravel.co.uk www.independentholidayexpert.co.uk www.adeonatravel.co.uk www.thecruiseclub.co.uk Coming soon: www.myholidayexpert.co.uk
Marketing Strategy & Campaign Plan 2014
05
Regional & National Press Advertising & Lead Generation • Official Partners to the Daily Express - Generates on average 50 calls/advert - Good booking conversion: 1 insert generated 17 bookings & £49,000 revenue
• Asda in-store magazine competitions & reader offers generate leads & bookings • White label media partners generate leads & booking - Radio Times and Telegraph • Travel Partner for South Coast Publications • Target for Lead Generation: 1,200/month • Estimate 25% booking conversion
Marketing Strategy & Campaign Plan 2014
06
TTNG Consumer Magazines Intoducing 3 new titles: - Mass Market: Holidays - Discerning Traveller: Discovery - Cruise Specialist: The Cruise Club
• Contain a balance of travel features and differentiated product • Each title distributed quarterly via members
DISCOVERY UNCOVER
- 20,000 printed copies - +40,000 estimated e-brochure distribution
EXOTIC
DESTINATIONS
M M 2013
EMORABLE OMENTS
Amazing deals packed with value, plus features on: - China - Malta -Machu Picchu - Costa Rica - Australia
• Available for download from websites • Opportunities for advertising, competitions & other activities to encourage engagement Brand New Magazine Bringing you inside knowledge, special features and the best cruise holidays in the market!
Amazing deals packed with value, plus features on: - Cruising from the UK - Our brand new website - Costa Rica - Escorted cruising - VIP days
Press Advertising & Lead Generation already under way & delivering tangible uplift in sales
Marketing Strategy & Campaign Plan 2014
07
Database Segmentation Investment in central database system • Dedicated Data Segmentation Executive • Supporting Members through cleansing & segmentation of their data • Delivering value through targeted bespoke product electronically and via direct mail • Conservative estimate +800,000 unique customer records ready for data mining
Test mailings in 3 branches to 23,000 contacts generated +40% uplift in sales
Marketing Strategy & Campaign Plan 2014
08
Windows: Capture ‘that holiday feeling’ The foundation of our high street marketing - 4 campaigns/year - Reversible panels give Business Partners double exposure - New Windows every 6 weeks generate customer interest & drive footfall into shops - Strong Business Partner KSPs - Clear call to action
Marketing Strategy & Campaign Plan 2014
09
Our Team Marketing
Marketing Director Si Prentice (Thomas Cook & Planet Cruise)
Marketing Manager Clare Fitzpatrick
Graphic Designer Natalie Holder
(BA Hols & Hurtigruten)
(Sky Travel)
Lead Generation Executive James Richards
Product Executive Mark Godden
Product Executive Charlotte Gutteridge
(Planet Cruise)
(Tui Travel)
(Planet Cruise)
Commercial Manager Catriona Skinner (Worldchoice)
Commercial Manager Fiona Pearcy (Explore, Imaginative & STA)
Membership Development Manager Tracy Smith
Business Development Manager Karen Oates
Commercial
Commercial Director Martin Andrew (Affinion, RCI, MyTravel & HRG)
Membership
Membership Director Helen Burgess
Membership Co-ordinator Crystal Hunter
Operations Account Manager Virginia Johnson
Operations Manager Lisa Henning
Marketing Strategy & Campaign Plan 2014
Operations Assistant Emma Phillips
10
Your Investment 4 opportunities per year • Main Campaign: 3 Tiers of participation: - Exclusive - £5,000/campaign - Superior - £3,500/campaign - Standard - £2,000/campaign
• Additions: - National Press activity - £1,500 - Events - £1,000 - Database Mailing - £1,500
• The Cruise Club - Exclusive - £2,500/campaign - Superior - £2,000/campaign - Standard - £1,500/campaign
Marketing Strategy & Campaign Plan 2014
11
Marketing Strategy & Campaign Plan 2014
12
1 x banners 1 x squares
2 x banners 2 x squares
Superior £3,500
Standard £2,000
4 x banners 2 x squares 1 x decal
Exclusive £5,000
Tier
Windows
n/a
1/2 page
1 page
Consumer Magazines: Holidays/ Discovery
n/a
1 page
1 page
Insight Member Magazine
2
3
6
Consumer E-shot
n/a
1 x member
1 x consumer 1 x member
Solus E-shots
1
1
1
Database Segementation Mailing
1
1
1
Webinar Wednesday
n/a
1 x banner on all platforms
1 x offer on all platforms
1 x banner on all platforms
1 x offer on all platforms
Online
Measuring Success: 5 key criteria 01 Lead generation tracked by source 02 Direct Mail (on & off line) – response captured 03 Visitors to Websites – analytics track behaviours 04 Bespoke product booked on Honeycomb – revenue generated 05 Growth in Members participation in Marketing Campaigns - +10% pa. • Review & Feedback to Business Partners every quarter - ROI tracked
• Learn & adapt - Each Campaign will improve on the last, going from strength to strength
Marketing Strategy & Campaign Plan 2014
13
Marketing Order OrderForm Form2014 2014 Marketing Business Partner: Business Partner: Date: Date:
Name: Name: Campaign - Packages Campaign - Packages
PEAKS 1
PEAKS 1 23/12 –31/03 23/12 –31/03
PEAKS 2
LATE
PEAKS 2 01/04 –30/06 01/04 –30/06
LATE 01/07 –30/09 01/07 –30/09
WINTER WINTER 01/10 –20/12
01/10 –20/12
Exclusive Exclusive
£5,000 £5,000
£5,000 £5,000
£5,000 £5,000
£5,000 £5,000
Superior Superior
£3,500 £3,500
£3,500 £3,500
£3,500 £3,500
£3,500 £3,500
Standard Standard
£2,000 £2,000
£2,000 £2,000
£2,000 £2,000
£2,000 £2,000
4 x window banners; 2 x window squares; 1 x window decal; 1pg consumer magazine; 1pg insight 4magazine; x window 6banners; 2 xeblast; window1squares; 1 x window decal;11pg consumer magazine; insight consumer x consumer solus eblast; x member solus eshot; 11pg x data magazine; 6 consumer 1 x consumer solus 1 x1member solus eshot; 1 x data segmentation mailing;eblast; 1 x webinar Wednesday; 1 xeblast; offer & x banner on all web platforms segmentation mailing; 1 x webinar Wednesday; 1 x offer & 1 x banner on all web platforms
2 x window banners; 2 x window squares; 1/2pg consumer magazine; 1pg insight magazine; 3 2consumer x windoweblasts; banners;1x2 member x windowsolus squares; 1/2pg magazine; 1pg insight magazine; 3 eshot; 1 xconsumer data segmentation mailing; 1 x webinar Wednesday; consumer 1x member solus eshot; 1 x data segmentation mailing; 1 x webinar Wednesday; 1 x offer &eblasts; 1 x banner on all web platforms 1 x offer& 1 x banner on all web platforms 1 x window banners, 1 x window squares; 2 consumer eblasts; 1 x data segmentation mailing; 1 x 1 x window banners, 1 x window squares; 2 consumer eblasts; 1 x data segmentation mailing; 1 x webinar Wednesday webinar Wednesday
CruiseClub Club--Packages Packages Cruise
PEAKS 1
PEAKS 1 23/12 –31/03 23/12 –31/03
PEAKS 2
PEAKS 2 01/04 –30/06 01/04 –30/06
LATE
LATE 01/07 –30/09 01/07 –30/09
WINTER
WINTER 01/10 –20/12 01/10 –20/12
Exclusive Exclusive
£2,500 £2,500
£2,500 £2,500
£2,500 £2,500
£2,500 £2,500
Superior Superior
£2,000 £2,000
£2,000 £2,000
£2,000 £2,000
£2,000 £2,000
windowbanners; banners;22xxwindow windowsquares; squares;1x 1xwindow windowdecal; decal;1pg 1pgconsumer consumermagazine; magazine; 1pg insight 22xxwindow 1pg insight magazine;66consumer consumereblasts; eblasts;1x 1xmember member&&11xxconsumer consumersolus soluseshot; eshot;11x xdata datasegmentation segmentation magazine; mailing;11xxwebinar webinarWednesday; Wednesday;11xxoffer offeron onall allweb webplatforms platforms; x banner web platforms mailing; 1 x1banner onon allall web platforms
windowbanner; banner;22xxwindow windowsquares; squares;1x 1xwindow windowdecal; decal;1/2pg 1/2pgconsumer consumermagazine; magazine; 1/2pg insight 11xxwindow 1/2pg insight magazine;33consumer consumereblasts; eblasts;1x 1xmember membersolus soluseshot; eshot;11xxwebinar webinarWednesday; Wednesday;1 1x xoffer offer&& magazine; 1 x1 x banneron onall all web webplatforms platforms banner
Standard Standard
£1,500 £1,500
£1,500 £1,500
£1,500 £1,500
£1,500 £1,500
windowbanner; banner;11xxwindow windowsquare; square;22consumer consumereblasts; eblasts;11xxwebinar webinarWednesday Wednesday 11xxwindow
CampaignExtras Extras Campaign
PEAKS11 PEAKS
23/12–31/03 –31/03 23/12
PEAKS22 PEAKS
01/04–30/06 –30/06 01/04
LATE LATE
01/07 –30/09 01/07 –30/09
WINTER WINTER
01/10 –20/12 01/10 –20/12
NationalPress PressActivity Activity National
£1,500 £1,500
£1,500 £1,500
£1,500 £1,500
£1,500 £1,500
Events Events
£1,000 £1,000
£1,000 £1,000
£1,000 £1,000
£1,000 £1,000
DatabaseMailing Mailing Database
£1,500 £1,500
£1,500 £1,500
£1,500 £1,500
£1,500 £1,500