Day of influence - The results
description
Transcript of Day of influence - The results
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one day
one message
one audience
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Will Smith
Ogilvy & Mather
Vanessa Clifford
Newsworks
Emma Callaghan
PHD
Sarah Harte
PHD
Jill Lloyd
Expedia
Richard de Villa
Philippines
Tourist Board
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Economic
crisis and
potential
instability
Investment
Ends
Tourism
quality
declines
Word of
mouth
spreads
Demand
declines
The problem
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http://travelthatmatters.co.uk/
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Online newsbrand readers are
32% more likely to visit travel sites
than the average internet user
8mPeople say that newsbrands
influence holiday choice
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9th
November 2013
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Thailand
26,735,583
Number of Tourists in 2013
Vietnam
7,500,000Philippines
4,680,000
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Awareness
&
Consideration
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What happened?
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60%
recall
71%
like
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said it made them feel
differently about the Philippinesfelt it told them something
new about the Philippines
53%66%
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‘a destination
worth discovering’
+23%
points
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‘a good destination
for a luxury holiday’
+18%
points
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‘a safe place to go’
+12%
points
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‘very likely to consider’
doubled
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were motivated
to find out more
62%
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“I have been to the Philippines
in the past and would love
people to consider going
there. Well done Expedia.”
Quality newsbrand reader
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“I think it is very good that they
have chosen to advertise. I have
certainly considered visiting the
Philippines as a result.” Quality newsbrand reader
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“In the wake of such tragedy,
tourism is a much needed
resource to help the islanders
return to a normal life.”Popular newsbrand reader
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“They’re being proactive and
practical about the situation
and are using effective ads.” Mid-market newsbrand reader
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What did people do?
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unique users reached by online newsbrands
1.24million
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107%higher than benchmark
Frequency 7.04
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Interaction rates
160%
higher than benchmarks
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People watched
24.7 seconds of a 28
second film
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tablet page views
275,326
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10,000 tablet
taps
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Tap through rate of 3.6% to the specially created site
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Print response rate
52%higher than direct
response average
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visited the
Travel That Matters site
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70,000+
page views
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3,200
competition entries
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uplift in searches
on main
expedia.co.uk
site versusprevious week
45%
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uplift in searches
on main
expedia.co.uk
site versusprevious year
55%
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Philippines Tourist board
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The influence of newsbrands
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77%
The newspaper was
a really good place
to showcase what
the Philippines has
to offer tourists
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Newspapers reach
people who are more
likely to influence their
friends and family 65%
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65%Advertising in my
newspaper stands
out more
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58%Advertising seems
more important whenseen in a newspaper
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57%I trust the advertising
more because it’s
in my newspaper
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