BUILDING YOUR TOURISM MARKETING PLAN VIEW FROM THE TOP (OF THE - PowerPoint PPT Presentation

BUILDING YOUR TOURISM MARKETING PLAN VIEW FROM THE TOP (OF THE FUNNEL) October 22, 2015

WE INSPIRE PEOPLE TO GO PLACES

33 years

Claire Bishop SVP, Integrated Media Strategy @eClaireBishop

View From The TOP OF THE FUNNEL

127 MILLION PEOPLE WILL RESEARCH TRAVEL ONLINE THIS YEAR, AND 105 MILLION WILL BOOK. Source: eMarketer, March 2015

GROWTH AREAS Video = 22% Sponsorships = 14% Rich Media = 40.6% Banners = 6.5%

Hello VIDEO

5 4.5 HOURS HOURS

2 X BRAND RECALL FOR ONLINE VIDEOS V. TELEVISION

Just Call Me NATIVE

NATIVE ADVERTISING FURTHER BREAKING DOWN THE BARRIER BETWEEN EDITORIAL & THE RIGHT RAIL .

IS NATIVE WORKING? Native = 52% Banner = 34%

Don’t Rule Out PROGRAMMATIC

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