How to Combine Multiple Channels to

Inform and Sell Travel Products to

16.5 Million European Customers

Joe LAMBERT

International Production Development

Vice President

E-mail: joe.lambert@libertytv.com

CONTENT

1. Presentation of LibertyTV

2. Internet & Call Centre

3. European Ambition

4. Case Study: Tunisia Tourist Board

PRESENTATION LIBERTYTVPRESENTATION LIBERTYTV

FACTSHEET PRESENTATION

BACKGROUND

European integration and single currency

Emergence of new technologies: call center

technology, internet, databases, interactive television

Change in distribution structure in travel products:

reduction of distance between sellers and final buyers

PRESENTATION

First pan-European travel information & distribution system, based on digital television, internet and call center.

TV CHANNEL

WEBPORTAL CALL CENTER

FACTSHEET

1. Television Channel : 24h/day pan-European television channel 100% dedicated to travel and tourism (80% informative and 20% commercial)

2. Website :internet travel portal site selling TV promotions as well as all other travel products (informative and commercial)

3. Customer Care Center :

open 7 days a week

PRESENTATION

3 PILLARS

FACTSHEET PRESENTATION

THE COMPANY : KEY FACTS Based in Brussels, with operations in France,

Germany, Holland,Luxemburg, Poland, Greece & Tunisia

Founded by Lotfi Belhassine, ex founder of Club

Aquarius & Air Liberté

Launched in September 99 in Belgium

110 staff members : 1/4 staff = television

1/4 staff = travel department (distribution & production)

1/4 staff = call center

1/4 staff = marketing, finance, advertising & sales.

PRESENTATION

TWO REVENUE SOURCES

1. Commission on sales via call center and website

2. Advertising revenues: television & website,

tourism and non - tourism

PRESENTATION

TARGET GROUPS (1)• European tourists :

• To inform them on travel destinations and thematics

• To offer them the best travel deals they can book via website or call center

• Travel suppliers :

• To provide them with an open and flexible platform to sell their products to 16.5 million European tourists

PRESENTATION

TARGET GROUPS (2)

• Tourist boards :

• To offer them a window to efficiently present their destination and its diversity

4. Advertisers :

• To offer them a targeted audience for the promotion of their products or services

COMBINATION OF CHANNELS

ADVANTAGES OF TELEVISION

AS VIRTUAL BROCHURE Reaches customers directly in their living room

Entertaining content

More informative than paper brochure

High flexibility tool : programmes & offers

change every day

COMBINATION OF CHANNELS

CONTENT OF TV

INFORMATIVE COMMERCIAL

Destinations Thematics Daily News Weather Price Comparisons Testimonials

45 "  breaking offers 15 ’ teleshopping blocks Third party commercials

COMBINATION OF CHANNELS

• More than 1200 films available

• More than 850 hotels filmed

• 1 500 000 KM on the road

• 2652 shooting days

• 103 camera men

• 237 destinations filmed

THE BIGGEST TOURISM VIDEO LIBRARY

2. INTERNET & CALL CENTRE2. INTERNET & CALL CENTRE

COMBINATION OF CHANNELS

Internet : lessons we learnt about selling travel products via the internet (1)

Generic products (air tickets) sell better than complicated ones

(packages).

You don’t sell if you don’t have the best price/quality ratio : web

surfers look for the best deals.

Selling is lower on the web than in the call center

(many surfers prefer to phone)

COMBINATION OF CHANNELS

•Backing up TV with Internet works.

• Push marketing works (e.g. Newsletter).

• Marketing gimmicks work (e.g. contests, auctions,…)

Internet : lessons we learnt about selling travel products via the internet (2)

EUROPEAN AMBITION

TELEVISION DISTRIBUTION

EUROPEAN AMBITIONTELEVISION DISTRIBUTION

A. Distribution (number of households)

Canal + Group

100 000Nova

Launched in July on Premiere World

8 000 000

1 000 000

Regional TV

Premiere World

Interactive travel agency launched

3 000 000Canal Satellite, Noos and TPS

1.3 millions viewers every week

3 500 000Cable

RemarksJuly 2001 DistributionCountry

TELEVISION DISTRIBUTION

Launched in July

Launched in July

Total as of February 2002: 16,5 million households

400 000

BELGIUM

FRANCE

GERMANY

GREECE

POLAND

EUROPEAN AMBITION

Available in Free To Air on Astra and Eutelsat satellites in Europe, North Africa and Middle East

NETWORK OF MEDIA PARTNERS

COMBINATION OF CHANNELS

WEB •SKYNET - 1st Web site in

Belgium

• Planet Internet - 2nd

Web site in Belgium

• Maximiles - online loyalty

programme in France

•VSD.fr - 2nd largest

magazine in France

• Premiere World

TV & RADIO • RTL radio

• Regional Televisions in

Germany

• Canal +

• TMF (MTV Group)

• Bruxelles Capitale

• Télé Bruxelles

• NRJ/Nostalgie

PRINT • VSD in France

• Major daily newspapers

& magazines in Belgium

• Von Holzbrinck’s Group

in Germany (in discussion)

• Reise & Preise (in

discussion)

=> OPTIMISE CONTENT VISIBILITY (informative & commercial)

EUROPEAN AMBITION

TELEVISION AUDIENCE (Belgium)

11457Social class 1-4

11715Social class 1

9129>55 years

1136025-54 years

8343Women

11957Men

SelectivityProfile %

06/00

Weekly Audience

(source : INRA)

01/01 09/01(est)

690,000

1,3m

1,6m

Increase of 80% in 6 months

CASE STUDYCASE STUDY

CASE STUDY TUNISIA

CASE STUDY: TUNISIA TOURIST BOARD

COLLABORATION ON :

• Editorial content: making and diffusion of Tunisia subjects: general and thematic (e.g. golf, thalasso…)

• Sponsoring of programmes

• Creation and commercialization of Tunisia products

• Complementary marketing plan : contest, written press…

Growth tourist arrivals according to country of origin :Increase of upto 41% (January - March 2001, compared to 2000)

-5051015202530354045

France

Germany

GB Scandinavia

ItalySwitzerland

Belgium

Growth in %

CASE STUDY TUNISIA

Source: ONTT April 2001

A pan-european channel dedicated to travel