The importance of PR when you’ve hit the technology jackpot!

Andy Boyce

13 February 2007

Some of the best know companies….

• Many of world leading companies were built on leading edge technology• They are leveraging excellent PR based on their technical capabilities

Technology providing positive PR

• Established companies that have successfully used PR to promote their technology

•Relatively unknown brand•Heavy marketing based around logo and ‘chime’•Hugely raised brand awareness

•Driver of on-line shopping•Changed the way people shop•Everything from baked beans to car insurance•Features – shopping list, arrange delivery time, price check

How does this translate to travel

•Set the pace

•One website for all travel arrangements

•Emphasis on number of products available, price and ease of use

•Revolutionised the way people book and travel

•Dynamic packaging companies

Things are changing

Technology to create great PR opportunities

• Stability• Performance• Usability• Personalised customer journey• Functionality• Content• Product mix• Dynamic pricing

Case studies

Background– 55 years of creating specialist holiday itineraries for discerning travellers– Complex travel itineraries across multiple destinations

Previous issues– Call handling time– Very limited on-line booking capability– Multiple systems - manual, time consuming and error prone

Case studies

With new technology came…..– Massive reduction in call handling time– More product mix and complete flexibility– All products bookable on-line

PR opportunities– Internal – staff moral, sales performance– External – customer experience, flexibility, 24/7 booking, trade and direct– New branding and strap line

Case studies

Podcasts

Customer Reviews

More info for customers

Building trust

Nothing to hide!

Blogging

Videos & Google Earth

What do you need to do to hit the jackpot ?

Get the basics right• Performance and stability

Have something to shout about• What’s your USP ?

Get the timings right• When you’re ready to talk about it

Provide a multi-channel approach Don’t stand still !