BUILDING YOUR TOURISM MARKETING PLAN VIEW FROM THE TOP (OF THE FUNNEL) October 22, 2015

WE INSPIRE PEOPLE TO GO PLACES

years 33

Claire Bishop SVP, Integrated Media Strategy

@eClaireBishop

TOP OF THE FUNNEL

View From The

127 MILLION PEOPLE WILL RESEARCH TRAVEL ONLINE THIS YEAR, AND 105 MILLION WILL BOOK. Source: eMarketer, March 2015

Video = 22%

Sponsorships = 14%

Rich Media = 40.6%

Banners = 6.5%

GROWTH AREAS

VIDEO Hello

5 HOURS

4.5 HOURS

2 X BRAND RECALL FOR

ONLINE VIDEOS V.

TELEVISION

NATIVE Just Call Me

NATIVE ADVERTISING

FURTHER BREAKING DOWN THE BARRIER BETWEEN EDITORIAL &

THE RIGHT RAIL.

IS NATIVE WORKING?

Native = 52%

Banner = 34%

PROGRAMMATIC Don’t Rule Out

KEY PERFORMANCE INDICATORS

Reach/Frequency Social Shares Conversion Rate

Bookings ADR Web Visits

Room Nights Purchase Intent eCRM Leads

Brand Awareness Engagements Revenue

ELEVATOR SCREENS: CAPTIVATE

• 2 week flight to promote Pink Sale • Total Budget $50,000 • Over 7 million projected impressions in office

building locations throughout NYC

THANK YOU