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BUILDING YOUR TOURISM MARKETING PLAN
VIEW FROM THE TOP (OF THE FUNNEL)
October 22, 2015
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 - - 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
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years
33
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Claire Bishop
SVP, Integrated Media Strategy
@eClaireBishop
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TOP OF THE FUNNEL
View From The
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127 MILLION PEOPLE WILL RESEARCH TRAVEL ONLINE THIS YEAR, AND 105 MILLION WILL BOOK.
Source: eMarketer, March 2015
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Video = 22% Sponsorships = 14% Rich Media = 40.6% Banners = 6.5%
GROWTH AREAS
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VIDEO
Hello
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5
HOURS
4.5
HOURS
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2 X BRAND RECALL FOR ONLINE VIDEOS V. TELEVISION
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NATIVE
Just Call Me
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NATIVE ADVERTISING FURTHER BREAKING DOWN THE BARRIER BETWEEN EDITORIAL & THE RIGHT RAIL.
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IS NATIVE WORKING?
Native = 52% Banner = 34%
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PROGRAMMATIC
Don’t Rule Out
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KEY PERFORMANCE INDICATORS
Reach/Frequency Social Shares Conversion Rate Bookings ADR Web Visits Room Nights Purchase Intent eCRM Leads Brand Awareness Engagements Revenue
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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
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