Download - LondonRoaming | Connecting you to the city!
Team Dodo:Kevin DunneJoachim Doll
Karolina DaniukSassy Hicks
Katherine DenneySilvio Ferrero
Ben DaltonMike Day
Jan up 15% YoY
• Strong growth in travel planning sites
• UK market leading growth (+15%) more stable in US (+4%)
• Led by Viator & Fodors globally, but WAYN taking share in the US
US
UK
Source: Hitwise
UK UK Visits US US Visits
Viator 603k Viator 1,345k
HostelWorld.com 468k Fodors 1,128k
Fodors.com 458k Where Are You Now (WAYN) 973k
Where Are You Now (WAYN) 403k TripBase 501k
WorldTravelGuide.net 109k Rick Steve’s Europe 355k
Frommer’s Travel Guides 103k Tripit 345k
TripBase 80k Goby 210k
Tripline 61k HostelWorld.com 161k
Rick Steve’s Europe 43k Gogobot 85k
Nile Guide 36k WorldTravelGuide.net 78k
Rome2Rio.com 26k Nile Guide 56k
Tripomatic.com (NEW) 25k TravellersPoint 50k
Plnnr(NEW) 22k Colncierge.com 41k
Gogobot 22k Trip Wolf 33k
Trip Wolf 15k TravelMuse 27k
TOTAL 2,474k TOTAL 5,388k
Source: Hitwise
Responsive Website
Active Community
60 Page Guide Book & Portable WiFi
• This year international tourism to Britain will grow by 3% to 32 million
• Amount spent by visitors from overseas will reach £19.4bn (growth of 4.5%)
• London named world’s best destination - offers 100s of world class attractions, hotels, shops and restaurants, special events, theatres, concerts, art exhibitions, museums and more
• Visitors seek out London for many reasons: business, holidays, visits to friends and relatives, international students
Source: http://www.visitbritain.org/
Why ?
• 80% of the world’s population has a mobile phone
• Out of the 5 billion mobile phones in the world 1.08 billion are smartphones
• 89% of smartphone users use their phones throughout the day
• Average smartphone owner uses about 380MB/month
Source: http://www.go-gulf.com/blog/smartphone/
International tourism accounts for nearly four-fifths of all tourist spending in London.
USA is the single biggest country of origin with over 1.9 million visitors in 2012, but European countries account for nearly three quarters of all visits to London (72%).
http://data.london.gov.uk/dashboard-summary/tourism
Visits to London by country of origin in 2012 (‘000s)
0 500 1,000 1,500 2,000
• London attracted 15.5 million international visitors in 2012
• Over £10 billion spent in 2012 in the city
Source: http://www.visitbritain.org/
The Guides and Trip Planners The MiFi providers
SEO / PPC / Remarketing in the top countries visiting London:
Each location campaign will consist of 4 sub campaigns:
London – targeted to users that are broadly searching for London to find out what to do, what to see.London city guide – targeted to users that are searching for a City guideLondon tour guide – targeted to users that are searching for a Tour guideLondon WiFi – targeted to users that are searching for a WiFi hotspot
70% of Internet users decide which products to buy based on the views expressed by friends and experienced users. That is why LondonRoaming will be present on all major social networking sites like Facebook, Twitter as well as YouTube and Instagram.
Promoted posts
Competitions
Reviews
True-view
Remarketing
Guides
Demos
Help
Promo Tweets
Hashtag marketing
Reviews
Customer service
Competitions
Customers’ images
Source: Nielsen
Offline and relationship marketing tools will be employed particularly during the first year of trading to increase brand awareness and gain customer trust and positive feedback on LondonRoaming. We anticipate these to be free/mutual/low cost.
• Link with restaurants in areas of high tourist footfall in the capital
• Cross promote with foreign language radio stations in London – exchange of advertising
• Promotion of LondonRoaming at cultural events such as Notting Hill carnival with free gifts
• Exchange advertising online and offline with youth hostels
• Provide small scale sponsorship or donations in exchange for promotion from charities in the city
• Exchange advertising with London taxi company
• Cross promotion with independently run in airport stores and cafes
Offline and relationship marketing tools will be employed particularly during the first year of trading to increase brand awareness and gain customer trust and positive feedback on LondonRoaming. We anticipate these to be free/mutual/low cost.
• Tourism trade shows• LondonRoaming sponsored music or art events• Branded vehicles with LondonRoaming logo• Radio/TV appearances/talks• Branded gifts such as umbrellas/waterproof ponchos at tourist
hotspots• Postcard marketing• Tourism workshops/seminars• LondonRoaming staff contributions to trade magazines “A Day In
The Life at LondonRoaming”• Leaflets/flyers with call tracking for evaluation• Promotion of LondonRoaming at foreign universities• Inflight magazine advertising
Images take from popular social media sites
Connecting you to the city!