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

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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

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

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