Mobile Launch Plan

Mobile & Travel go together““

Mandate

• Deliver a marketing strategy and budget to meet year 1objectives for the HC new mobile platforms.

• Hand over the strategy to the HC marketing team toexecute in step with general HC marketing.

• Engage appropriate service providers who will executecomponents of the plan not delivered by theHC marketing team.

Mobile market exploding

• Mobile-enabled travellers are affluent, considered purchasers and frequent travellers.

• Mobile is made for business & leisure. While leisure mobile travellers average2.5 trips booked online per year, mobile business users often travel multipletimes per week. Business travellers are also more likely to use a mobile as theyknow their destination before searching and do not need other destinationchoice services.  

• Several good mobile apps gaining traction but:a) do not dovetail well into same brand desktop platformb) are inferior services compared to HC

“Mobile + travel go together - unlock the benefits for the consumer and own the market!

“

We should be #1 in mobile !

Complete listings of all hotels with better prices and options

Faster and more convenient

Better features which aren’t on desktop such as location aware,specific offers and personalisation

123

Focus for 2013

• Defend and increase market share against otheraccommodation mobile apps.

• Build and improve relevancy and recognition ofHotelsCombined brand and revenue across both wwwand mobile platforms.

• Develop model to drive higher ROI through closed userbase mobile platform.

• Build Profitability.

1.2MM HC brand direct installs

Get people totry it

Australian Media StrategyConsistent execution across all communication channels

MessagingMost comprehensive

Lowest costEasiest & most convenient

Trial call to action

Public Relations

Mobile - SEM

Brand TVC

HotelsCombined.com

Digital,Mobile, iPad- Fairfax, News

Print - Fairfax, News- Travel & S.Bus Sections

Outdoor airport media

Education

• Readers will be shown how to use the service and the benefits as follows;

• ‘Walk through creative’ in both Print and Digital including:

Step 1 Step 2 Step 3Download

appChoose

destinationhotel

Book!

1. Call to action / Demonstration

Work with key partners to promote HC to their customer bases - most likely on an affiliate revenue sharing deal:Strategic Partner Program

CalendarHOTELS COMBINED FIRST 12 MONTHS ACTIVITY PLANHOTELS COMBINED FIRST 12 MONTHS ACTIVITY PLANHOTELS COMBINED FIRST 12 MONTHS ACTIVITY PLANHOTELS COMBINED FIRST 12 MONTHS ACTIVITY PLANHOTELS COMBINED FIRST 12 MONTHS ACTIVITY PLAN

ACTION Dec 2012 Jan 2013 Feb Mar Apr May Jun Jul Aug Sep Oct Nov

                          Product releases                         iPad iOS 15th                       iPhone iOS   15th                     Android phone   15th                     Android tablet     15th                   Blackberry phone     15th                                          New Features                   TBC                         TBC                         TBC                         TBC                                                                         Affiliate                                                  www. conversion                                                                           Paid Media - Non SEM                         Paid Media - SEM                         Public Relations                                                  Strategic partnerships