Sho’t Left Campaign Parliamentary Update 21 June.

Sho’t Left Campaign

Parliamentary Update21 June

Domestic Portfolio 2005-6

Domestic TGS Objectives

1. Increase Volumes 2. Reduce Seasonality3. Improve Geographic Spread4. Contribute to transformation


46.3

27.88

15.1

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20

.04

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60

.0

Po

pu

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on

- M

illio

ns

2003

SA pop.

universe (adults 18yrs and over)

Travelling pop.

The South African Domestic Travelling Population has room for growth


Nearly two thirds of trips are for VFR (Visiting friends and relatives).

Although Leisure travel accounts for only 16% of all trips, it accounts for 44% of all expenditure

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5000000

10000000

15000000

20000000

25000000

30000000

35000000

No

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ps

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% o

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tal v

alu

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No of Trips 8100000 5300000 3100000 800000 32000000

% Value 44.5 4 12.8 1.4 37.2

Holiday Religious Business Medical VFR

The opportunity to improve the GDP

contribution from domestic tourism is in the holiday or

leisure segment


Strategic Notes

• This campaign was specifically designed to appeal to the emerging travel market consisting of three segments

1. Young and up-coming (5.1 million people)2. Striving Families (0.4 million people)3. Well-off homely couples (0.8 million people)

• These segments were selected as the markets with the greatest opportunity for growth.

• The marketing of Sho’t Left on television was designed to reach all three markets

• Other marketing was designed to reach the Young and up-coming and Striving families specifically

• These 6.3 million people are traveling but only just over one million had taken a holiday.

• Holiday travel is the greatest source of economic growth (volume and value) in the domestic tourism industry. Domestic holiday travel accounts for just 16% of all trips, but 44% of all expenditure.


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Mill

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No of people 0.9 6.3 5.9

No of Trips 2 4.2 1.2

Holiday Value 8.9 7.5 1.7

Established Emerging Untapped

The holiday leisure traveller in the emerging market can be increased both in terms of

volume (no of trips) and value (holiday spend)


Emerging Travel Target Market

Market Demographic Size & Value Personality

Young & Upcoming Age 18-30LSM 5 to 7

5.1 millionR3.1 Billion

Fun, vibrant, full of life, exciting & challenging

Striving Families Age 25 to 45LSM 5 to 7

0.4 millionR2.0 billion

Relaxing, family fun, friends, memories

Well-off Homely couples

Age 30+LSM 8 to 9

0.8 millionR2.4 billion

Enriching, inspiring, unique, fulfillment


Domestic Leisure TourismStrategic overview

Overall objective: Develop and stimulate a culture of holiday travel by demonstrating that the doors of travel are open to all

Message: Holidays are affordable, do-able and good for you

Action: Take more short breaks, more often


Sho’t Left 2004

• Launched in June 2004 – June to September focus• Concept of taking a Sho’t Left and focus on awareness of

affordable holiday options• Over 200,000 responses to the TV competition• Increase in volume of bookings in low season noted • Introduction of new domestic products – Fun Bus• Success prompted two more campaigns on radio – Nov/Dec

and Jan/Feb• More than 800 calls a month to Tourism Help Line and 3500

web-site hits to find affordable holiday packages• Trade partnerships formed• More than R7 million in PR coverage


Campaign overview 2005

• Sho’t Left 2005 campaign represents a continuation of the domestic tourism campaign

• The campaign launched in mid April and will run until the end of August 2005.

• This report represents an interim summary of results so far.• At the heart of the campaign is the TV series – Sho’t Left

Chalenj, however the emphasis of this year’s campaign is conversion to action.

• This campaign employed all media options and leveraged every opportunity to market “taking a Sho’t Left” to the public

• The marketing investment for this campaign is R20 million• Message: Domestic Holidays are affordable,

do-able and good for you.


2005 Sho’t Left enhancements

• Logo and name the same

• Pay-off line changed to reflect what a Sho’t Left really is

• Including call to action elements with the logo to improve conversion


Stimulate Domestic market

to take more short

breaks, more often

Reality Game Show

13 eps - SABC 2Monday, 18H00

AdvertisingTo support and boost

viewership of the TV Show

Sho’t Left Elements

OutreachRoad shows to large

employers, events, expos, Shopping centres etc


Sho’t Left Challenj Audience

0

500000

1000000

1500000

2000000

2500000

3000000

Total All Adults 578000 2946991

Emerging 18-45LSM 5-9

309000 1292648

1 Week Ave13 Weeks

Cumulative


TOTAL AR’s May 2005

157.8165.1

97.3

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20

40

60

80

100

120

140

160

180

Total TV

Young & up-coming Striving families Well-off homely couples

AR’s

Source: TAMS


TV Programme: Investment, results and return

• The cost of production was R6,000,000.• The value of airtime for the programme on SABC 2

is R11.1 million• To support the programme, 96 spots were run on

SABC 1 and 2 from 19 April to 25 July • The paid cost of flighting on SABC was R1,007,920

– the value of promo spots: R1,800,000• Total delivery for the promo spot was 634 AR’s


For an investment of just over R7 million we received over 184% return in value

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07,9

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000000

11,1

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2,000,000

4,000,000

6,000,000

8,000,000

10,000,000

12,000,000

14,000,000

Total TV promos Programme

I nvestmentValue


Radio Advertising

• 30” spots were produced to support the launch of the campaign

• 2,337 spots were flighted over six weeks period from 18 April to 25 June

• Station selection: Metro FM, YFM, Ukhozi FM, Umhlobo, Motsweding, Lesedi, Star Radio, Campus Radio

• Budget invested in radio R1,533,500• Young & up-coming

» Reach % 82.58» Ave. Freq. 16.88

• Striving families:» Reach % 83.33» Ave. Freq. 15.94


Print Advertising


Newspaper Performance

• 16 insertions in three publications are booked• Between 18 April and 7 August• Sunday Sun, Daily Sun and Sowetan• Strip Ads each week with editorial coverage of packages and

provinces• Young & up-coming

– Reach % 61.47– Ave. Freq. 12.64

• Striving families:

– Reach % 60.54– Ave. Freq. 13.36


Billboards

• 9 sites were secured for a three month period – May to July• Gauteng (5): R24 Airport, R21 Kempton Park, N1 Pretoria, Jan

Smuts Ave, Cnr Rivonia and Grayston• KZN (2): Durban airport freeway • W Cape (2) N2 highway, Buitensingel (City)• Investment in Billboard media: R696,000.00• Value of outdoor exposure:R849,000


Element Investment Value Extra Return

Rank & Stokvel TV

R1,176,273

Billboards R696,000 MediaR100,276 Prod R949,276

Saving of 18%

Taxis R147,600 MediaR181,531 Prod

R446,251 Added value of additional free taxis

Radio Ads R1,486,262 MediaR47,238 Prod R1,701,863

Interviews on radio about campaign plus extra 25min per week on Campus radio

Cinema AdsR206, 850

Print Advertising R532,000 MediaR5,672 Prod R1,860,000

Editorial coverage for provinces and educational content

R723,818 Chalenj TV showflighted on Rank TV

R135,200 MediaR51,600 Prod 15% Added Value

Return on Media Investment


Media exposure ROI = 70%

3,7

20,8

80

6,3

40,5

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1,000,000

2,000,000

3,000,000

4,000,000

5,000,000

6,000,000

7,000,000

Advertising

I nvestmentValue


PR focus – April to August 05

April Morning Live coverageOverall Sho’t Left drive – take more short breaks more oftenPrint and electronic consumer media

May General interviews around Sho’t Left – consumer media

June Trade PR focus – Travel Agent activationRadio and print media interviews continuing

July TV programme PR focus – semi-finalists and winnersDesmond Dube to report back on his experiences

August Winners PR and report backLaunch of September to November Sho’t Left packages


Recorded PR coverage from April to Mid-May is worth R1,195,178

22%

39%39%

Radio - R1,164 Mil TV - R1,089 Mil Print - R5,716 Mil


Publicity support has come from

• Newspapers – Daily Sun, Sunday Sun, Sowetan, Village Talk, Business

Day, Sunday World, Cape Argus Tonight, Pretoria News, Natal Witness, Beeld, Diamond Fields Advertiser, Sake Volksblad

– Daily Sun and Sunday Sun provide us with weekly editorial on the provinces and Sho’t left packages

• Magazines– Travel News Weekly

• Radio coverage– Voice of the Cape Community Radio, Umhlobo We Nene,

Thobela FM, Lesedi FM


Activation focus – April to August 05Targeting economically active shoppers and employees

April Launch of new campaign – Stakeholder engagement

May 3 X Shopping Mall activations (Pavillion, The Zone, Workshop)1 X Road Show at Ethenkweni Municipality

June 3 X shopping Mall activations (Eastgate, Southgate, Tygervalley)Toll Road campaign (16 June weekend)Outdoor Expo activation Gauteng (16-20 June)22 X Road Shows (BMW, Coca-Cola, DoC, Eskom, General Motors, SABC, Unilever, Liberty Life, Umgeni Water, Cell C, J&J, SABS, DEAT, DPLG, DPE, Sita)

July 4 X shopping Mall activations (The Glen, Cavendish, Gateway, CanalWalk)7 X Road Shows (Arivia.kom, DoE, ACSA, Sita)

August Outdoor Expo activation W Cape (19-21 Aug)


Directing interest – promoting conversion to actual holiday

bookings:

3 options for consumers:

1. SA Tourism call centre2. SA Tourism web-site3. ASATA Travel agents


South Africa: total enquiries handled by call centre by month from October 2004

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200

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2004

2005


Sho’t Left Web-site – 2005 enhancements

• Total new look was given to the site - colourful and vibey• On-line competition element for people to register into

consumer database was introduced More than 1000 entrants so far

• On-line refer to a friend system to win cash monies Only 35 referrals so far

• On-line registration for subscription to newsletter• Info about the show, contestants and previous programmes• Package offerings from tour operators - in experience

format and listed under logos on site - operator specific• Provincial offerings and provincial page with logos and

contact details• Flash banner on main SAT site


Sho’t Left Web Site Daily Visitor averages

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93

13

23

11

63

12

45

15

33

15

30

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Web Site


Domestic TourismIndustry Activation

Stimulating the channel

Activating off-peak periods: 1. May-Aug 2005 2. Sept-Nov 2005 3. Feb-Apr 2006

ASATA TRAVEL AGENTSSelling Sho’t Left Packages – brochure & POS delivered to

1200 outlets and to more than 5000 agents

ASATA SHO’T LEFT ENTERPRISE PROGRAMME

Employment and training of new staff to be Sho’t Left agents –

focusing on the domestic leisure market


Package brochure


Educational Leaflet


ASATA Travel Agencies Kit

Hanging Mobile

Mouse pad

A1 Posters/Window Decals

Wobbler

Sandwich Board


Agent take up & Buy-in• This appears to be positive, and according to the Tour operator’s

distribution, many agents nationally do have stock. • Having called some agents in the area i.e. Pretoria and Durban, it

appears that the domestic travel scene has been stimulated with enquiries, but with not many bookings from the Sho’t Left brochure. Agents have assisted with other domestic travel arrangements.

Collateral distributed.• Durban – 210 agencies have had material delivered• Cape Town – 380 agencies• Johannesburg – 650 agencies

Overall comments• Many agents are still unaware of the product and some tour operators

were not explaining the product, on delivery. • Another suggestion is that Provinces put together a function similar to

the consumer road shows, but aimed at Travel agents and tour operators to improve awareness of Sho’t Left.

Comments from


Travel Agents Follow-up to stimulate conversion

1. Advertising wrap-around and centre-spread advertorial on Sho’t Left in TNW 29 June

2. National competition – make bookings and win – inserted into TNW 6 July

3. On-line educational programme being developed

4. Next brochure to be delivered end August


Sho’t Left Enterprise Programme

• Objective:– To employ specific domestic leisure travel specialists in

agencies nationally– To provide these agents with Sho’t Left material and

training support to assist them in activating sales from existing corporate and other clients

– To support the trade in creating jobs and in organisational transformation in line with the Tourism Charter

• Launched to trade with ASATA in April• Presentations being made to the key travel agency groups• Commitment expected to be formalised by the end of July


Conclusion & Closing remarks

• Still only half way through the 2005 low-season campaign. This will run until the end of July, and there will be follow-on through August and September for Tourism Month as well.

• Response continues to be positive from all quarters and activation of the trade is resulting in greater conversion – and greater focus is being given to this area

• The campaign is ultimately focusing on creating a culture of holiday travel amongst emerging travellers. This is a major behavioural shift and will take time, but we are confident that the Sho’t Left campaign is achieving movement towards this objective.

» Roshene Singh – 20 June 2005

Sho’t Left Campaign Parliamentary Update 21 June.

Documents

Transcript of Sho’t Left Campaign Parliamentary Update 21 June.