Campagne grand public
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Transcript of Campagne grand public
December 2013 – January 2014
CONSUMER CAMPAIGN 2013
ENJOY UP TO 40% OFF, FREE BREAKFAST, A WELCOME KIT AND 1,000 BONUS POINTS AS A MEMBER OF THE HOTEL CLIENT
CAMPAIGN SNAPSHOT
Key Results
Total Impressions 5,438,208
Total visits in RDVEF landing 2,461
Total visits in PASSION landing 386
CAMPAIGN INITIATIVES
Travel Habits
•Seasoned/frequent travelers •Winter getaway travelers
Demographics
•Women between the ages of (27-43) •Couples •HHI of ($80k - $100k per year) •Highly educated (4+ years of College)
TARGETING
Promote the offers from two clients
Inform and raise awareness of the two clients
Increase leads via sweepstakes
Drive traffic to campaign landing page
OBJECTIVES
MEDIA PLAN & ROI Medias Product Impressions Results Clicks 01/07/14
Sherman's Travel
Content-Targeted Display Ads 25,000 111Top25 Special Offer 3,000,000 132Exclusive 100% SOV Bulletin 400,000 2565ROS Display Ads 50,000 65
TOTAL 3,475,000 2873
Adara Media In-Market Luxury Travelers to Paris (Web, Mobile, Tablet)
1,143,569
528
TOTAL 944,444 528
Departures Premium ROS Display:+ Across web, mobile, and tablet 136,364
205
TOTAL 136,364 205
Blog befrassy.com1 MegaBanner Ad on the Homepage+ post with photos of the blogger the two clients
850,000 - 950,000 (monthly visitors)
96
Blog MakingMagique
1 banner ad +1 e-newsletter ad+sponsored posts on social media
16,000 - 19,000 unique visitors 153
TOTAL EXTERNAL MEDAS 5,637,333 3,890
PASSION MagazineOfficial sponsor of an editorial page.
234
Dedicated e-blast 50,000 420
TOTAL 50,000 654
Atout France
1 landing page on the site us.rendezvousenfrance.com
734
1 e-blast dédié 83 641 8522 insertions in the Club France e-newsletter
500,000 X 2 = 1,000,000481
2 Facebook Posts Env. 20,000 impressions 233
5 Tweets 11,000 373
TOTAL 1,031,0002673
GENERAL CONSUMER SEGMENT
ENJOY UP TO 40% OFF, FREE BREAKFAST, A WELCOME KIT AND 1,000 BONUS POINTS AS A MEMBER OF THE HOTEL CLIENT
LANDING PAGE RDVEFGeneral Consumer
35.5%Breakdown of Clicks
Header “Book Now” 267
Client 1 Logos (header) 36
Client 2 (header) 12
Romantic Christmas 70
Romantic Christmas 85
Romantic Christmas 51
Shopaholic Christmas - Gifts 27
Shopaholic Christmas - Fashion 32
Shopaholic Christmas – Le Club 44
Best Location – Client 2 29
Best Location – Client 1 22
More – Cheese-y Paris 13
More – Paris like a Parisian 30
More – Rendez-vous in Paris 20
Client 1 Logos (footer) 7
Client 2 (footer) 4
Logos RDVEF 4
Total clicks 753
General Consumer Landing PagePage views 2474Page visits 2178
27.4%
13.7%
8.4%
6.8%
1.5%
6.9%
LUXURY CONSUMER SEGMENT
ENJOY UP TO 40% OFF, FREE BREAKFAST, A WELCOME KIT AND 1,000 BONUS POINTS AS A MEMBER OF THE HOTEL CLIENT
LANDING PAGE PASSIONGeneral Consumer
Breakdown of Clicks
Header “Book Now” 31
Client 1 Logos (header) 36
Client 2 (header) 9
Romantic Christmas 43
Romantic Christmas 32
Romantic Christmas 31
Shopaholic Christmas - Gifts 28
Shopaholic Christmas - Fashion 19
Shopaholic Christmas – Le Club 25
Client 1 Logos (footer) 14
Client 2 (footer) 8
Logos RDVEF 1
Total clicks 277
General Consumer Landing PagePage views 386Page visits 310
29.24%
38.27%
26%8.3%
11.19%
MEDIA ANALYISIS
ENJOY UP TO 40% OFF, FREE BREAKFAST, A WELCOME KIT AND 1,000 BONUS POINTS AS A MEMBER OF THE HOTEL CLIENT
Medias Product Impressions Results Clicks 01/07/14
Sherman's Travel Content-Targeted Display Ads 25,000 111ROS Display Ads 50,000 65
Content-Targeted Display Ads + ROS Display Ads
Medias Product Impressions Results Clicks 01/07/14Sherman's Travel Top25 Special Offer 3,000,000 132
Sherman’s TravelTop25 Special Offer
Sherman’s TravelExclusive 100% SOV Bulletin
Medias Product Impressions Results Clicks 01/07/14Sherman's Travel Exclusive 100% SOV Bulletin 400,000 2565
65.3% Breakdown of Clicks
Header “Book Now” 1689
Romantic Christmas 185
Romantic Christmas 344
Shopaholic Christmas - Gifts 143
Shopaholic Christmas 190
Client 1 Logos (footer) 18
Client 2 (footer) 13
Logos RDVEF 5
Total clicks 2,587
20.4%
12.9%
1.4%
Adara MediaIn-Market Luxury Travelers to Paris
Medias Product Impressions Results Clicks 01/07/14
Adara MediaIn-Market Luxury Travelers to Paris (Web, Mobile,
Tablet) 1,143,569 528
DeparturesPremium ROS Display
Medias Product Impressions Results Clicks 01/07/14
Departures Premium ROS Display:+ Across web, mobile, and tablet 136,364 205
Passion MagazineDedicated E-blast
Medias Product Impressions Results Clicks 01/07/14PASSION Magazine Dedicated e-blast 50,000 420
Breakdown of Clicks
Header “Book Now” 164
Romantic Christmas 76
Romantic Christmas 57
Shopaholic Christmas - Gifts 64
Shopaholic Christmas 43
Client 1 Logos (footer) 5
Client 2 (footer) 4
Logo Passion 5
Logos RDVEF 1
Total clicks 420
39%
31.7%
25.5%
3.57%
Atout FranceDedicated E-blasts
Medias Product Impressions Results Clicks 01/07/14Atout France 1 e-blast dédié 83 641 852
2 insertions in the Club France e-newsletter 500,000 X 2 = 1,000,000 481
Club France December
21.8%
Atout FranceFacebook Posts
Medias Product Results Clicks 01/07/14Atout France 2 Facebook Posts 1220
Dcember 20People Reached 15,176Likes, Comments & Shares 1,229Likes 974Comments 103Shares 152Total clicks 743
January 2People Reached 11,456Likes, Comments & Shares 733Likes 617Comments 32Shares 84Total clicks 477
Blog befrassy.comMegaBanner Ad on the Homepage
Medias Product Impressions Results Clicks 01/07/14
Blog befrassy.cpom1 MegaBanner Ad on the Homepage
+ post with photos of the blogger at Galeries and Accor hotel
850,000 - 950,000 (monthly visitors) 96
Blog makingmagique1 banner ad + 1 e-newsletter ad
Medias Product Impressions Results Clicks 01/07/14
Blog MakingMagique1 banner ad
+1 e-newsletter ad+sponsored posts on social media
16,000 - 19,000 unique visitors 153