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Campaign report Expedia 2016Leiden Marketing

Content

1. Campaign overview

2. Overall results burst 1:

2a. Campaign Media overview onsite

2b. Campaign Media overview offsite

2c. Sales overview

2d. Highlights

2e. Breakdown

2f. Onsite Media Performance vs KPI’s

3. Market specific results burst 1:

3a. POS Sales Performance vs KPI’s

3b. YoY growth - Room nights by POS –

Targeted hotels

3c. Screenshots

4. Results burst 2:

4a. Campaign Delivery

4b. Highlights

4c. YoY growth PAX

4d. YoY growth Room Nights

4e. Performance vs KPI’s

4f. Screenshots

Burst 1:

• Campaign date: 21 April-30 June 2016

• Total campaign investment: € 482,478

• Points of Sale (POS): Expedia Germany, Italy, UK, US, HcomFrance & Pasport Ads

• Placements:- Responsive Marquee- Responsive Leaderboard- 300x250 MPU- 160x600 Skyscraper- Passport Ads- Social Media (UK only)

1. Campaign overview

Burst 2:

• Campaign date: 6 September-31 October 2016

• Total campaign investment: € 70,000

• Points of Sale (POS): Expedia Germany & Hcom Belgium

• Placements:- Responsive Marquee- Responsive Leaderboard- 300x250 MPU- 160x600 Skyscraper

Leiden Marketing:• Investment € 20.000• Markets: Germany• Exposure: Leiden content on microsite, Leiden visual on banners, link to own website

2a. Campaign Media overview onsite2b. Campaign Media overview offsite2c. Sales overview2d. Highlights2e. Breakdown2f. Onsite Media Performance vs KPI’s

2. Overall results Burst 1

2a. Campaign Media overview onsite

2b. Campaign Media overview offsite

2c. Sales overview

• Overall during the campaign we saw a stable YoY performance on PAX for all points of sale. The better performing POS are Exp UK and US with a YoY increase in PAX of 3.3% and 4.6% respectively. 2015 was a very strong year for Amsterdam and it has been tough to maintain the high occupancies this year, especially for the hotels.

• Overall air tickets are up by 16.9% year on year and hotels booking had a bit of drop from last year

• It’s good to see that the hotels on the landing page are performing very well – total room nights have increased year on year by 19.5%.

• Average CTR is good this time round. There were great performing placements such as the Marquee’s with a 0.58% and 0.46% CTR on Exp UK.

2d. Highlights

2e. Breakdown

Despite the fact that the average room nights showed a slight decrease YoY (-1,3%), Leiden shows an increase of 13% in total room nights.

2f. Onsite Media Performance vs KPI’s

3a. POS Sales Performance vs KPI’s3b. YoY growth - Room nights by POS –

Targeted hotels3c. Screenshots

3. Market specific results burst 1

3a. POS Sales Performance vs KPI’s

3b. YoY growth - Room nights by POS - Targeted hotels

Allthough the average number of room nights showed a decrease of -1,3% YoY in comparison to thesame period in 2015, the room nights of the targeted hotels, showed an increase on all Points of Sale.

3c. Screenshots

Content Leiden

4a. Campaign Delivery4b. Highlights

4c. YoY growth PAX4d. YoY growth Room Nights4e. Performance vs KPI’s4f. Screenshots

4. Results Burst 2

4a. Campaign Delivery

• On Exp DE, Passengers have grown by 68% during the campaign period compared to last year, all hotels in the coastal region which were pushed grew by 94% year or year and the targeted hotels (those featured on the landing page) grew by 65.8% year on year.

• On Hotels.com Belgium, there was also a strong increases in sales, 119% increase in Passengers, 124% increase in all hotels and 483% increase in the targeted hotels.

• The average CTR is 0.08% for both points of sale (Germany and Belgium). The average CTR on Exp DE is 0.14% which is above the 0.10% benchmark on Expedia. The DE market tends to click less on banners than the UK for example, so the banners were well engaged.

• Overall we are pleased with the performance of the campaign especially compared to last year’s results.

4b. Highlights

4c. YoY growth PAX

4d. YoY growth Room Nights

4e. Performance vs KPI’s

Landing Page Stats KPI’s Actual

Impressions 1,812,144 1,799,832

Target CTR 0.07% 0.14%

Clicks 1,268 2,442

Microsite: Page Views 1,100 1,999

Microsite: Visitors 950 1,723

Microsite: Av. Time spent 1.10 minutes 1.26 minutes

Content Leiden

4f. Screenshots

Bedankt!

www.nbtc.nl#HollandCity