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
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