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Intelli-Global Property Confidential 8/31/2015

Digital Marketing Strategy

for

Luxury Travel

Experience Immersion & Engagement across Emotion Segments

Monday, August 31, 2015

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Intelli-Global Property Confidential 8/31/2015

Current situation and likely through the 2017 sales year:

*Lindblad, **Viking and ***TravCorp are at the beginnings of a Digital Strategy

o *Deep within web site, **Within TV/Radio, ***Bucket List

Competition across top 25 players intensifying:

o None have Value Propositions that are Top-of-Mind in the market place

Off-Line marketing costs increasing, Digital cost/functionality declining

DM & EM CTA’s are far higher than stated when total solicitations/PAX are included.

Highest confidence that 1Virgin Cruises will launch a Customer-based Digital Strategy

Without a new strategy, recourse is increasing marketing spend and discounting

Across the Travel industry, marketing strategies still resemble the below (left) tactics, making it difficult

to compete when a 1new entrant arrives with a digital strategy at the levels of Apple, Nike, others.

Travel Marketing Vs. Nike Digital Strategy Component

Excessive & Under-performing mailings CTA’s are >$400 when total solicitations/PAX are included.

Other Impairments to Marketing Performance: Aged and unsophisticated Marketing Technology: Simple segmentation, modeling, targeting

Content: +90% Product & Price, disconnected from consumer

Digital Silos are driven by IT and have not kept pace with industry advancements

The Customer Experience is the most under-leveraged Asset, as THE DIGITAL STRATEGY

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Intelli-Global Property Confidential 8/31/2015

Framework to Detail and Implement the Digital Marketing Strategy:

The Digital Strategy requires a process and analytic infrastructure to organize consumers into

segments to accurately create and offer content (Value Propositions) that resonates with the

consumer to convert contacts to Leads, then travelers. Experience Immersion & Engagement across

Emotion Segments, versus Keyword tweaking/other tactics, will significantly lift conversion rates,

while this content across direct mail and email will accelerate the pace of capturing new contacts and

leads.

The Segmentation Platform will determine which content is sent to which target consumer across the

Digital Strategy. The following Behavioral Models will determine who this content should be

delivered to.

Tactically, model scoring occurs within each marketing database update. These scores and other

criteria rank prospects on their likelihood to respond and convert, quantifying the levels of marketing

effort and spend across target consumers.

Metadata 1.0 (instructions and specifications) under separate document

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Intelli-Global Property Confidential 8/31/2015

Framework to Detail and Implement the Digital Marketing Strategy:

Behavioral models are continuously developed, continuously lifting conversion rates and defining

geographies and, focusing Digital Tactics on where these highest scoring potential converters spend

their time on the internet.

Metadata 1.0 (instructions and specifications) under separate document

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Intelli-Global Property Confidential 8/31/2015

Versus today’s disparate Off and On-line marketing initiatives that linearly increase travelers by

additional spend at the same conversion rates, the Immersion-to-Enchantment Digital Strategy

generates a compounding effect on increasing the visits-to-contacts-to-leads-to-bookings conversion

rates.

This occurs at an initial incremental spend, but decreases ongoing cost intensive functions, lowering

CTA’s over time. The overall objective is to scale bookings at <$200/PAX.

This LIFT from Status Quo requires shift to a Customer Experience Digital Strategy, similar to a major

brand, but without the Broad Market Media spend. Status Quo will continue to have asymptotic, small

incremental lifts.

The Customer Experience Digital Strategy also accomplishes:

Imprinting the ***Brand in the market place

RR% CR% BR% RR% CR% BR% % LIFT

Direct Mail

PT's 4.50% 60% 2.700% 5.175% 61.800% 3.510% 30%

Prospects 0.40% 15% 0.060% 0.700% 26.250% 0.090% 50%

Email PT's 0.45% 15% 0.068% 0.563% 18.750% 0.084% 25%

Contacts 0.03% 2.5% 0.001% 0.042% 3.625% 0.001% 45%

Prospects

Visit/Impre

ssion Rate

Lead/Visit

Rate

Lead/Booking

RateBR%

Visit/Impressi

on Rate

Lead/Visit

Rate

Lead/Booking

Rate

Demand Side Platform RTB 0.10% 0.90% 8% 0.0001% 0.160% 1.440% 12.800% 60%

Display Advertising 0.50% 0.50% 2% 0.0001% 0.750% 0.750% 3.000% 50%

SEO 0.50% 1.00% 25% 0.0013% 0.775% 1.550% 38.750% 55%

SEM 0.20% 1.00% 20% 0.0004% 0.300% 1.500% 30.000% 50%

Mobile Marketing 0.10% 5.00% 10% 0.0005% 0.165% 8.250% 16.500% 65%

Social Media Marketing 0.30% 3.00% 30% 0.0027% 0.465% 4.650% 46.500% 55%

Video marketing 0.50% 1.00% 15% 0.0008% 0.700% 1.400% 21.000% 40%

# of

Consumers

Responders Bookings Bookings Responders Bookings Bookings

LIFT

Direct Mail

PT's 100,000 4,500 2,700 2,700 5,175 3,198 498

Prospects 500,000 2,000 300 300 3,500 919 619

3,000 4,117 1,117

Email PT's 100,000 450 68 68 563 105 38

Contacts 700,000 210 5 5 294 11 5

Prospects 500,000 No Prospecting to email addresses/No Contact No Prospecting to email addresses/No Contact

TOTAL OFF-LINE 660 73 3,073 4,233 1,160

Impressions Gross Visits Leads Bookings Visits Leads Bookings

Demand Side Platform RTB 10,000,000 10,000 90 7 7 16,000 144 18 11

Display Advertising 10,000,000 50,000 250 5 5 75,000 375 11 6

SEO 10,000,000 50,000 500 125 125 77,500 775 300 175

SEM 10,000,000 20,000 200 40 40 30,000 300 90 50

Mobile Marketing 10,000,000 10,000 500 50 50 16,500 825 136 86

Social Media Marketing 10,000,000 30,000 900 270 270 46,500 1,395 649 379

Video marketing 10,000,000 50,000 500 75 75 70,000 700 147 72

TOTAL ON-LINE 1,900 572 572 1,352 780

Percent Performance Indexes

Off-Line

On-Line

Experience Immersion & Engagement across

Emotion Segments

Experience Immersion & Engagement across

Emotion Segments

Pro-forma Performance Responders & Bookings

As Current Silo'sChannels / Target Consumers

Channels / Target Consumers As Current Silo's

Off-Line

On-Line

***"Brand recognition is created by the accumulation of experiences both directly relating to its use, and through the influence of

advertising, design, and media commentary.“ David Reibstein, professor of marketing at the University of Pennsylvania’s Wharton School.