BUILDING YOUR TOURISM MARKETING PLAN · 10/28/2015 · Claire Bishop . SVP, Integrated Media...
Transcript of BUILDING YOUR TOURISM MARKETING PLAN · 10/28/2015 · Claire Bishop . SVP, Integrated Media...
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