Taking the right approach…

Consider the climate…

• By the time you reach 35 you will have been subjected to…

• 150,000 TV ads• 70,000 minutes of advertising• 2 months of your life

PressurePressure

Attention Deficit Disorder?

                                    

                                    

The changing UK & European media landscape

Branded Programming

Sponsorship TV

Spots

DirectMarketing

TeleSales

Promos

Film/Music co-marketing & placement

Dialogue Interruption

Chased by consumer Chasing the consumer

Product Focused

Content Rich Digital

Events

Brands must evolve and talk differently…

Helping brands move from interrupting consumersto being involved/a partner in consumers interests!!

Consideredplacement

Press Ads

This strategy should be at the heart of ALL your communications!

You need a vision…….

Building a media Strategy

• The ever changing world of media & communications means that all consumer communications require Consistency, Clarity, Contrast and Credibility!

• Modern media consumption dictates the need for a single identifiable idea that unites those four principles

• In order for us to differentiate the good media ideas from the bad, all our media choices needs a ‘benchmark’ on which to be judged

• That benchmark is born out of the following…

– The Consumer– The Brand– The Market– The Media

Building a Strategy…

The Consumer…

• The modern tourist is a multitude of personalities

• BUT majority will be linked by a common mindset…..

“Experience seeking!”• Furthermore, The long haul traveller today is both educated, well informed and keen to

broaden his/her knowledge of the world!!

• However, the most reliable tool when choosing a holiday destination is ‘Word of Mouth’

• And whilst we must resist defining ALL European & global ‘Travellers’ by simple demographics, alone, the following gives us a good steer N.B Audiences will differ slightly country by country

• UK demographic: AB Adults, Age 35-54, London & South East Bias, £40k p.a.

• We believe we should “sacrifice & over-commit” to this audience – in the knowledge a broader audience will also coming into contact with our campaign.

The Brand…

• The Caribbean is still considered ‘exotic’ to most Europeans

• The islanders live life honestly and uncomplicatedly

• i.e. the island and its resident don’t pretend to be something they are not!

• The Islands are steeped in History and Diversity

• The terrain/waters makes for a active holiday

• However….

• The destination is not overly well known and so the audience

needs to be educated in what makes the islands so UNIQUE!

The Market…

• The market is well served by a number of alternative high end quality destinations

• Economic crisis will not effect long haul travel

• The luxury consumer will continue to spend but they will be more ‘considered’

• As new destinations become accessible, choice is becoming a burden on the consumer

• Internet has given wealth of knowledge to consumer

• Transactional sites have reduced reliance on agents

• Blogs & Testimonials driving destination choice…

“Travel stories still excite us!”

The Media…

• Internet is now King!

• But traditional media TV and Outdoor drive awareness

• PR and editorials create and fire interest

• Increasing difficult to stand out

• Flickr, Trip Advisor and Expedia have changed the way we view the world

“There is no longer an opportunity to deceive the audience”

The Strategy

One Thought Binds All…

The Consumer

AffluentInformed

Experience DrivenInquisitive

International Mindset

The Brand

UnknownHonestUnique

AuthenticNatural

Genuine

The Media

Editorially drivenInternet blowing myths

Hard to stand outSharing of information

The Market

Cluttered sectorDriven by recommendationAbundance of information

New destinations increasingLong haul now affordable

“Simple, Honest, Truths”

TV – Focus on high quality production ‘interview’ showse.g. Parkinson

Online – Place banners on Blogging sites/pages, focus on respected editorial sites, Times, Telegraph, Guardian

& well respected + Specialist ‘Diving’ etcRadio – Drivetime Promo/Competition

”True or false?”

Press/Mags– Focus on

Leader/editors/News pages where

editorial is trusted.

Third Parties/PR –Win trip to BVI with Canon - “Camera never lies” etc

Outdoor – Black Cabs &Tube Panels!

Digital TV –‘Advertorial’

Experience the destination!

Sponsorship/Events –BVI “photographers of the year” on Flickr

How could that work in the real world?…(example)

“Simple, Honest, Truths”

Implementing The Strategy…

• In order for this strategy to work, it is important to focus media with high dwell times…..

• Obvious media choices are visual ones like Outdoor and Press but Radio could also prove to be a useful addition, as it is considered a highly ‘trustworthy & truthful’ medium by its listeners!

• Of course, no destination campaign should be without Online and this should be the starting point for any planning as it is THE dwell medium

• In addition, it is paramount that PPC (pay Per click) should be a included on any plan as this is the perfect way to hoover up any consumers actively seeking your brand/market

• If you are spending £250k - £1m on ‘above the line’ marketing only for your competition to appears higher in the listing than you - you have lost before you begin

• This should be the backbone to any campaign especially a travel sector – it is also highly cost effective!!

Implementing The Strategy…

• Two other importantly factors in our planning our campaign……..

• FREQUENCY• How many times does your audience need to see your message?

• Once, twice?

• We propose that you focus on reaching a freq of AT LEAST 4-5 times

• This should be the priority over and above coverage’

• i.e. Better your 30% of audience sees you ‘4 times, than 70% of your audience only once.

• Remember “sacrifice and over-commit”

• COVER BUILD• The time in which it take to build the coverage of the campaign!

• If you appear in Jan issues, it might be 4 months before you reach the secondly and tertiary reader!!

• We propose a campaign begins Jan-Mar 2009, meaning the campaign will peak in April/May – 6 months before the BVI peak season

• We also recommend a second burst in Sep/Oct that’s acts as a reminder to the audience for the Xmas season

• This flighting also means you are not competing for ‘Share of Voice’ at the same time as the competition – thus

making your budget stand out more!!!

Cluttered period

Example of UK Media Plan 2009Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec £

Total £790k

2 weeksOutdoor

Full PagesPress/Supps

3 weeks30 secsRadio

£160k2 weeks

£300K

£180K

1+ cover 65% Abc1 Adults @ 8.0TS

Online

Full Pages

£150KBanners/Skys etc Banners/Skys etc

2 weeks30 secs

35% AB Adults @ 6.5 OTH per campaign

1+ cover 65% Abc1 Adults @ 7.5TS

N.B. All costs shown are estimates and exclude Production.

38% AB Adults @ 4.5 OTH per campaign

The budgeting by region…

• Splitting a marketing budget by country can be a hazardous process but this task can be eased by considering the following:

– The audiences pre-disposition to long haul travel

– The size of the audience in each country

– The cost of the media in each country

– The economic conditions

– Competitive spends

– The lifestage of the brand/destination (How long has it been promoted in the region?)

• For now, we have taken the passengers nos. of those who have travelled to “The Caribbean in the last 12 months” as a whole, and cut the cloth accordingly!

• However we would welcome a discussion on the issue for the reason set out above

The budgeting by region…

• EU Visitors to Caribbean = 1,833,483 European Budgets = £2.25m 

UK 35% £787,500

France 15% £337,500

Germany 10% £225,000

Italy 7% £157,500

Spain 12% £270,000

Other 21% £472,500 *

•*Other monies to be used as a test budget and split equally between (£94,500 each)• Scandinavia, Russia, Hungary, Czech Republic & Poland• N.B. It may be that these monies do prove large enough and that some territories may need top be dropped

Source: CTO Caribbean Tourism Organisation

UK 2008

Q.4 2008…

• Despite all the strategy discussions of the previous slides we still have a job to do in the last quarter of 2008!

• Budget £150k

– Objectives:

• Raise profile of BVI amongst core target audience

• Position BVI as high end quality leisure destination

• Generate ‘consideration’ of BVI as potential Xmas 2008 destination

– Media Choices:

• Outdoor is an effective route at building coverage and freq quickly

– Cross-track(LU) or Cross-Rail (Adrail) or tube panels (48 sheet or 16 sheets)

• Press will present brand in trusted, respected medium

– Travel Sections or Newspaper magazine supplements

• Niche Magazines titles will provide awareness amongst ‘activity’ audiences

– Dive/Yachting/Brides magazines

• Online should be considered to provide last minute call to action

– Quality broadcast/Newspaper sites & PPC