south aegean hotels association (getob) 2007 media proposal

South Aegean Hotels Association (GETOB)2007 Media Proposal

ContentsKey Objectives

Situation Analysis

Competitor Analysis

Target Audience Analysis

Regionality

Seasonality

Strategy

Implementation

Scheduling

Appendices

Key Objectives

Key objectives

Two types of objective;

Short termIncrease volume of bookings for summer 2007

Long termRaise awareness of the destination amongst up-market travellers

Situation Analysis

Overall trend of decline within travel market

*Neilsen TravelTrack (Summer 06). Total packages+accom only.

Worldwide holiday bookings down 10%

European holiday bookings down 10%

Holiday bookings to Turkey down 17%

Number of visitors to Marmaris also declining

Need to buck this trend

Competitive Analysis

Spend of competitor countries over the last 3 years

£0

£1,000,000

£2,000,000

£3,000,000

£4,000,000

£5,000,000

£6,000,000

Dec 03 - Nov 04 Dec 04 - Nov 05 Dec 05 - Nov 06

Spanish Ntnl Tourist Office Turkish Tourist Office Egyptian State Tourist Office

Moroccan Ntnl Tourist Office Cyprus Tourism Organisation Portuguese Trade & Tourism

Turismo De Andalucia Malta National Tourist Office Italian State Tourist Board

Source: NMR

Competitor spend by month

£0

£500,000

£1,000,000

£1,500,000

£2,000,000

£2,500,000

£3,000,000

£3,500,000D

ec

-03

Ja

n-0

4

Fe

b-0

4

Ma

r-0

4

Ap

r-0

4

Ma

y-0

4

Ju

n-0

4

Ju

l-0

4

Au

g-0

4

Se

p-0

4

Oc

t-0

4

No

v-0

4

De

c-0

4

Ja

n-0

5

Fe

b-0

5

Ma

r-0

5

Ap

r-0

5

Ma

y-0

5

Ju

n-0

5

Ju

l-0

5

Au

g-0

5

Se

p-0

5

Oc

t-0

5

No

v-0

5

De

c-0

5

Ja

n-0

6

Fe

b-0

6

Ma

r-0

6

Ap

r-0

6

Ma

y-0

6

Ju

n-0

6

Ju

l-0

6

Au

g-0

6

Se

p-0

6

Oc

t-0

6

No

v-0

6

Competitor spend no longer so heavily concentrated Nov – Apr58% of spend in Nov – Apr last year compared to 73% 3 years

ago

Source: NMR

Target Audience Analysis

Target audience

According to TGI 954,000 adults in the UK have been to Turkey in the last 12 months

We are unable to split this out into specific regions

Profile of visitors to Turkey in the last 12 months

-60

-40

-20

0

20

40

60

80

100

Men

Wom

en

15-

24

25-

34

35-

44

45-

54

55-

64

65+ AB C1

C2

DE

Sin

gle

Mar

ried/

Live

as

Sep

/Div

/Wid

Chi

ldre

n In

HH

No

Chi

ldre

n In

HH

Wor

king

ful

l tim

e

Wor

king

par

t tim

e

Not

wor

king

%

40

60

80

100

120

140

160

180

200

Ind

ex

% Audience Index

C1C2, married or living as, aged 35-64 & working full

timeSource: TGI 2006

Turkey has the highest mean spend of all competitor countries…..

Mean spendTurkey - £2,030Egypt - £1,997Cyprus - £1,981Morocco/ Tunisia - £1,958Portugal/ Madeira- £1,909Italy - £1,881 Greece - £1,772 Other Europe - £1,755Spain - £1,658France - £1,653Malta - £1,584Germany - £1,263

Source: TGI 2006

50

100

150

200

250

300

Tu

rke

y

Cy

pru

s

Po

rtu

ga

l/ M

ad

eir

a

Eg

yp

t

Mo

roc

co

/ Tu

nis

ia

Ita

ly

Oth

er

Eu

rop

e

Gre

ec

e

Fra

nc

e

Sp

ain

Ma

lta

Ge

rma

ny

Ind

ex

spent over £1750 on last holiday

…but Turkey also has the highest index against 6 or more family members on holiday

40

60

80

100

120

140

160

180

Tu

rkey

Cyp

rus

Fra

nce

Sp

ain

Gre

ece

Oth

er E

uro

pe

Mal

ta

Po

rtu

gal

/ Mad

eira

Eg

ypt

Ital

y

Mo

rocc

o/ T

un

isia

Ger

man

y

Ind

ex

6 or more family members on holiday

Mean no. family members on holiday

Turkey – 5Cyprus – 5France – 5Greece – 5Spain - 5Germany – 4Italy – 4Malta – 4Portugal/ Madeira – 4Other Europe – 4Egypt – 4Morocco/ Tunisia – 4

Source: TGI 2006

Attitudes to travel – visitors to Turkey

“I try to go somewhere different on holiday every

time”(129)

“Newspapers/magazines influence my choice of holiday”

(154)

“Prefer holidays off the beaten track”

(107)

“Like the idea of travelling abroad”

(132)

“On holiday I only want to eat, drink & lie in the sun”

(156)

Source: TGI 2006

Highest indexing lifestyle statements from Turkey visitors

My car should catch people’s attention (Index 157)

I like a car that stands out (Index 156)

I like to drive fast (Index 147)

I spend a lot of money on toiletries/ cosmetics (Index 147)

I spend a lot on clothes (Index 142)

Contraception is a woman’s responsibility (Index 141)

The point of drinking is to get drunk (Index 140)

Tend to buy from people who sponsor events/ teams (Index 140)

I always think of the calories in what I eat (Index 139)

A woman’s place is in the home (Index 137)

Source: TGI 2006

Other destinations travelled to in the last 12 months by Turkey visitors

-10

-5

0

5

10

15

20

%

0

50

100

150

200

250

300

Ind

ex %

Index

Source: TGI 2006

Adults who have visited Turkey in the last 12 months as share of the key competition

France, 3,459,000, 17%

Spain, 7,007,000, 34% Italy, 1,704,000, 9%

Turkey, 954,000, 5%

Egypt, 597000, 3%

Cyprus, 1,006,000, 5%

Morocco/ Tunisia, 370000, 2%

Other Europe, 1,861,000, 9%

Malta, 341,000, 2%

Greece, 1,712,000, 9%

Portugal/ Madeira, 995,000, 5%

Source: TGI 2006

40

60

80

100

120

140

160

Ind

ex

Men

Wom

en

15-

24

25-

34

35-

44

45-

54

55-

64 6

5+ AB C1 C2

DESing

le

Mar

/Live

As

Sep/D

iv/W

id

Childre

n In

HH

No Chil

dren

In H

H

Turkey Visitors Visitors to competitor countries

Demographic breakdown – current v competitor

Source: TGI 2006

Growing the audience

Given the objective is to grow the number of visitors to Marmaris & to increase the up-market profile, we have defined the target audience as;

“ABC1 adults who have visited a competitor destination in the last 12 months”

Media consumption of target audience

-40

-20

0

20

40

60

80

100

%

60

80

100

120

140

160

180

200

Ind

ex

% Index

Source: TGI 2006

Outdoor advertising seen in the last week

Format Index % audienceAdvertising at an airport 178 30Advertising in the Underground 163 18Advertising at Railway stations 140 19Free postcards in cinemas/ bars & pubs/ coffee bars/ health clubs 128 15Advertising inside a taxi 125 6Advertising on petrol pumps/ nozzles 119 34Advertising on the outside of a taxi 119 24Large posters on boards at the side of roads/ on buildings 112 61Product Advertising in clubs or pubs 111 17Poster advertising in shopping centres/ malls 110 30Small poster sites on the street 108 26Advertising on the outside of a bus 107 51Bus stop/ shelter advertising 104 53Poster advertising at supermarkets 101 45

Source: TGI 2006

Press consumptionFormat Index % audienceSunday Times magazine 210 13The Times Saturday 208 9Sunday Times 206 15Weekend (Guardian Saturday) 198 5The Times Magazine (Saturday) 197 7The Times 193 7The Guardian Saturday 192 6The Guardian 190 5The Independent 188 3The Observer 187 5Daily Telegraph Saturday 186 9OM (The Observer Magazine) 186 5Daily Telegraph 184 8The Independent on Saturday 183 3Telegraph Magazine 180 8Independent on Sunday 176 3Financial Times Saturday 175 1Sunday Telegraph 173 7

Format Index % audienceStella (Sunday Telegraph Magazine) 171 4Independent Saturday magazine 163 2Sunday Review (Independent on Sunday) 162 2Evening Standard 158 3Financial Times 139 1ES (Evening Standard Magazine) 136 3You (Mail on Sunday magazine) 135 15Mail on Sunday 134 17Daily Express Saturday magazine 132 5The Weekend (Daily Mail) 131 16Daily Express Saturday 130 6Daily Mail 129 15Daily Express 123 5Sunday Express 123 5S (The Sunday Express Magazine) 123 5Daily Mail Saturday 123 17Metro 109 4

Source: TGI 2006

Key media for consideration

Quality & mid-market newspapers

London Underground

Internet

General magazines

Posters

Regionality

Regionality Key areas for travel to Marmaris are;

LondonBirminghamCardiffGlasgowManchester

.

.

Birmingham

London

Manchester

Glasgow

.Cardiff

Central Scotland 5.5% of target (Index 90.8).

.

North West 11.8% of

target (Index 101.3)

.

Midlands 17.4% of target (Index 107.1)

Wales & West 7.2% of target (Index 93.9)

London 23.7% of

target (Index 116.7)

Source: TGI 2006

Seasonality

Month of holiday

0

5

10

15

20

25

30

Jan

ua

ry

Fe

bru

ary

Ma

rch

Ap

ril

Ma

y

Jun

e

July

Au

gu

st

Se

pte

mb

er

Oct

ob

er

No

vem

be

r

De

cem

be

r

%

Turkey Competitor Countries

Source: TGI 2006

Advance booking

0

5

10

15

20

25

30

35

Und

er 2

Wee

ks

Abou

t 1 M

onth

2 M

onths

3 M

onths

4 M

onths

5 M

onths

6 O

r 7 M

onth

s

8 O

r 9 M

onth

s

10

Mon

ths O

r Ove

r

No

Bookin

g Req

uired

%

Turkey Competitor countries

Source: TGI 2006

Most people book 1 month in advance if travelling to Turkey or a competitor destination

0.00%

2.00%

4.00%

6.00%

8.00%

10.00%

12.00%

Turkey

Bookings made by month %

Most bookings in August are made for travel in September

Most bookings in March are made for travel in May

Most bookings in May are made for travel in June

Source: TGI 2006

Media Strategy

Strategy3 key roles for advertising

Awareness– Bring Marmaris region to front of mind of a more up-

market audience

Education – Provide the consumer with more knowledge of what

Marmaris has to offer

Response– Direct consumer to further information

The Desired Consumer Journey

What’s this? I haven’t seenMarmaris before -looks interesting

Marmaris looks like it could provide what I’m looking for in a holiday

I want more Information on Marmaris, where can I find it?

I’m currently looking at holiday options – I’d like to go somewhere a bit different where I can still lie in the sun

I want to go toMarmaris this year

Stage 1 Stage 2 Stage 3Where theyare now

Where we wantthem to be

Type ofCommunication

Awareness Education Response

Media Imperatives

Cover builders/Stature

Platform which provides detailed communication(Quality environment)

Response drivers

Media Selection

Posters(Press)

Press, posters(online)

Online(posters & press)

Recommended mediaPosters

Large formats

Stature

Impactful

“Escapism” mindset

Broadcast medium

Visual communication

Cover builder

Press

Quality environment

Allows detailed communication

Ability to educate

Actively consumed

Relevant environment opportunities

Target audience use press as reference to choose holidays

Online

Increasingly important medium for researching holidays

Drive users through to info gathering & booking

Builds awareness

16 sheets

Transvisions

Limelights

LEPs/ DEPs

Quality supplements

Travel/ response driving sites

Upmarket awareness building sites

Implementation - Outdoor

16 sheets – London UndergroundLondon is a key market for UK holidaymakers

The London Underground is used by 80% of ABC1 travellers who live in London

Index well against target audience

16 sheets are a large, impactful format ensuring high visibility

3 minute dwell time to absorb message

Recommended activityTM Premier pack - 100 x 16 sheetsGeneral distribution – 100 x 16 sheets£50,051 for 2 weeks

All costs are estimates and all space is subject to availability

Escalator panels – London UndergroundTrio Pack

The trio pack consists for 20 sets of 3 panels in a row

Ideal format for campaigns consisting of three creative executions

Digital Escalator Panels

Whole run of escalator panels which offer scope for dynamic digital images that move or feature changing text or images

Recommended activityTM trio pack – 20 x 3 LEPs£8,136 for 2 weeks

Digital LEPs – 10” every 90” all day every day for 2 weekswhole run of escalators at Euston, Paddington, Tottenham Court Road, Charing Cross & Waterloo£27,000 for 2 weeks


Rail – Transvision screensTransvision screens are 48-sheet sized plasma screens which run a series of news and ads on a 20-minute loop

Situated on the main concourses in key London and national BR stations

The 20 second ads can consist of an animated poster image

Provide regional cover in key areas

Recommended activity2 week presence at screens in the following stations;Birmingham International, Birmingham New Street, Manchester Piccadilly, Glasgow Central, Cannon Street, Charing Cross, Euston, Fenchurch Street, Kings Cross, Liverpool Street, London Bridge, Victoria & WaterlooCost £104,400


Rail - Limelights

The UK has a comprehensive rail network with 45% of ABC1 adults using it every 2 weeks

Limelights are framed and backlit 12 sheets located in stations with high commuter footfall

50 sites in London and South East e.g. Clapham Junction, Waterloo

Recommended activity50 sites in London and South East stationsCost: £83,250


Implementation - Press

Travel SectionsTravel sections provide an appropriate environment

Consumers are actively researching travel and are therefore in the right mindset

National cover

Recommend strips for cost effective stand-out

Title selection has been based on ability to provide cost effective cover of the core target audience as well as quality of supplement

Recommended activity3 insertions of 10cm high strips in the following travel sectionsCost: £101,871The Times, Sunday Times, Daily Telegraph, Daily Mail, Mail on Sunday


National press supplements/magazinesSupplements provide a high quality editorial environment

National cover

Recommend full pages for standout

Title selection has been based on ability to provide cost effective cover of the core target audience

Recommended activity3 insertions of page ads in each of the below magazinesCost: £90,990Sunday Times magazine, Telegraph Magazine, Independent Saturday, Guardian Weekend


Implementation - Online

Internet increasingly important when booking holidays

0

5

10

15

20

25

30

35

40

% b

oo

kin

gs

ma

de

fo

r o

ve

rse

as

ho

lida

ys

2003 2004 2005

Personal visit to travel shop Entirely by telephone On the internet

Online approach

It is important to distinguish between the 2 objectives because the recommended approach for each is very different . .

An objective to increase the volume of bookings to Marmaris in the short-term requires a response driving campaign

A more long-term objective to raise the awareness of Marmaris as an up-market destination requires a branding campaign which will showcase the area

Objective 1: drive sales for summer 2007

An increase in short term sales would be best promoted with a response driving campaign i.e. offer-led

This requires a transactional site so clicking through to a partner might be the best idea e.g. Thomas CookDR travel environments are the name of the game here. Making sure that the deal is in front of people who are looking for travel dealsObviously this is not the best way to get across the beauty of the destination!

Objective 1: candidate sitesBelow are some of the sites recommended for a response driving campaign

Objective 2: re-position destination

Raising the awareness of the destination to up-market travelers requires a branding campaign & is unlikely to drive the same kind of quantity of immediate sales as a DR, offer-led campaign

Showcasing the destination & explaining, to the target market, the benefits of taking your holidays hereIt will still drive response but the main thrust of the ads is to change peoples perceptions of Marmaris

For this task we suggest richer creative (e.g. video streaming, expandable formats, etc) &/or features within carefully selected sites

Some of the sites selected for objective one will still apply here

Objective 2: additional candidate sitesHere are some extra sites that we have selected as potential hosts for a Marmaris feature

EmailPotentially a way to combine the 2 objectives into one response

Email is a great way of conveying a lot of information in one go. This means that the email can become a kind of brochure in its own right, but an offer could also be included

Email can be targeted demographically & geographically E.g. ABC1 35-55 with an interest in travel within the selected target areas

Email is bought on a cost-per-thousand basis & we would expect to pay between £30-£75 cpm depending on budget committed

Example featureAdvertorial style ads that can include a huge range of ‘extras’, like pod/vod casts, data capture, competitions, travel guides, etc

Traffic driven via a number of methods

Permanent links

Feature & review

Traffic driving ads

Example expandable formatThe following is an example of an expandable banner which showcased example paintings from an exhibition at the RA via a revolving gallery (could be pictures of Marmaris!)

Scheduling

Timing and Budget

The brief asked for activity Jan – Mar 2007. However, copy deadlines & availability greatly restrict our ability to advertise before mid Feb. We have therefore scheduled activity to start from this periodShort term activity may be available before these dates if booked quickly

We have planned to a budget of £500,000 as requested in the brief

Recommended schedule

All costs are subject to change & availability

Media Format Quantity Cost to clientw/c 05-Feb 12-Feb 19-Feb 26-Feb 05-Mar 12-Mar 19-Mar 26-Mar

Press - Travel supplementsThe Times 10 x 6 strip x 3 £10,530Sunday Times 10 x 6 strip x 3 £23,490Daily Telegraph 10 x 8 strip x 3 £15,120Daily Mail 10 x 7 strip x 3 £28,161Mail on Sunday 10 x 7 strip x 3 £24,570

Press - MagazinesSunday Time magazine clr page x 3 £40,500Telegraph magazine clr page x 3 £28,350Independent Saturday magazine clr page x 3 £7,560Guardian Weekend magazine clr page x 3 £14,580

Posters - London Underground posters 16 sheets x 200 £50,051 - London Underground posters LEPs x 60 £8,136 - London Underground posters DEPs whole run x 5 stations £27,000 - BR posters Transvision x 14 £104,400 - BR posters Limelights x 50 £83,250

OnlineBanners, rich media & email advertorials £40,000

TOTAL £505,698

February March

Production

Production costs are incurred in addition to media costs

Below are estimates for production;Press

– £1,770 (assuming only 1 version of creative)

Posters (excluding Transvision & DEPs)– £4,712

Production for Transvision screens is included within media costProduction for DEPs is TBC

Terms of businessTotal Media propose the following commission terms

5% media commission to Total Media Ltd

Please note the costs are to be further negotiated and are dependent on availability

Payment for media is required by the 10th of the month following appearance

Payment for production is 25 days from job completion

Next Steps

Client to provide feedback w/c 15th Jan

Booking deadline w/c 22nd Jan

Artwork to be provided 29th Jan

Posters to be delivered 12th Feb

Press copy deadlines w/c 12th Feb

Appendix

Turkish Tourist Office

£0

£200,000

£400,000

£600,000

£800,000

£1,000,000

£1,200,000D

ec-0

5

Jan-0

6

Feb-0

6

Mar-

06

Apr-

06

May-0

6

Jun-0

6

Jul-06

Aug-0

6

Sep-0

6

Oct-

06

Nov-0

6

TV

Radio

Press

Outdoor

£3.65m – Press , Outdoor, Radio & TV

Source: NMR

Spanish National Tourist Office

£0

£200,000

£400,000

£600,000

£800,000

£1,000,000

£1,200,000

£1,400,000

£1,600,000

£1,800,000D

ec-0

5

Jan-0

6

Feb-0

6

Mar-

06

Apr-

06

May-0

6

Jun-0

6

Jul-06

Aug-0

6

Sep-0

6

Oct-

06

Nov-0

6

TV

Press

Outdoor

Internet

£5.97m – Majority press

Source: NMR

Egyptian State Tourist Office

£0

£100,000

£200,000

£300,000

£400,000

£500,000

£600,000

Dec-0

5

Jan-0

6

Feb-0

6

Mar-

06

Apr-

06

May-0

6

Jun-0

6

Jul-06

Aug-0

6

Sep-0

6

Oct-

06

Nov-0

6

TV

Radio

Press

Outdoor

Internet

£1.9million – Internet, Outdoor, Press, Radio, TV

Source: NMR

Moroccan National Tourist Office

£0

£50,000

£100,000

£150,000

£200,000

£250,000

£300,000

£350,000

£400,000

£450,000

£500,000

Dec

-05

Jan-

06

Feb

-06

Mar

-06

Apr

-06

May

-06

Jun-

06

Jul-0

6

Aug

-06

Sep

-06

Oct

-06

Nov

-06

Press

Outdoor

£1.64m – Outdoor & Press

Source: NMR

Cyprus Tourism Organisation

£0

£50,000

£100,000

£150,000

£200,000

£250,000

£300,000

£350,000

£400,000

£450,000

£500,000

Dec

-05

Jan-

06

Feb

-06

Mar

-06

Apr

-06

May

-06

Jun-

06

Jul-0

6

Aug

-06

Sep

-06

Oct

-06

Nov

-06

TV

Radio

Press

Outdoor

Internet


Source: NMR

Portuguese Trade & Tourism Office

£0

£50,000

£100,000

£150,000

£200,000

£250,000

£300,000

£350,000

£400,000

£450,000

Dec

-05

Jan-

06

Feb

-06

Mar

-06

Apr

-06

May

-06

Jun-

06

Jul-0

6

Aug

-06

Sep

-06

Oct

-06

Nov

-06

Press

Outdoor

Internet


Source: NMR

Turismo de Andalucia

£0

£100,000

£200,000

£300,000

£400,000

£500,000

£600,000

£700,000

Dec

-05

Jan-

06

Feb

-06

Mar

-06

Apr

-06

May

-06

Jun-

06

Jul-0

6

Aug

-06

Sep

-06

Oct

-06

Nov

-06

TV

Radio

Press

Outdoor

Internet

£1.0m – Majority press & outdoor

Source: NMR

Malta National Tourist Office

£0

£50,000

£100,000

£150,000

£200,000

£250,000

£300,000

£350,000

£400,000

Dec

-05

Jan-

06

Feb

-06

Mar

-06

Apr

-06

May

-06

Jun-

06

Jul-0

6

Aug

-06

Sep

-06

Oct

-06

Nov

-06

Radio

Press

Outdoor

£1.0m – Majority press & outdoor

Source: NMR

Italian State Tourist Board

£0

£50,000

£100,000

£150,000

£200,000

£250,000

£300,000

Dec

-05

Jan-

06

Feb

-06

Mar

-06

Apr

-06

May

-06

Jun-

06

Jul-0

6

Aug

-06

Sep

-06

Oct

-06

Nov

-06

TV

Press

£383k – Majority TV

Source: NMR

Seasonal Competitive Spend Dec 03 – Nov 04

£0

£200,000

£400,000

£600,000

£800,000

£1,000,000

£1,200,000

£1,400,000

Dec-03 Jan-04 Feb-04 Mar-04 Apr-04 May-04 Jun-04 Jul-04 Aug-04 Sep-04 Oct-04 Nov-04


Moroccan Ntnl Tourist Office Cyprus Tourism Organisation Portuguese Trade & Tourism Office

Turismo De Andalucia Malta Natl Tourist Office Italian State Tourist Board

Source: NMR


£0

£100,000

£200,000

£300,000

£400,000

£500,000

£600,000

£700,000

£800,000

£900,000

£1,000,000





Source: NMR


£0

£200,000

£400,000

£600,000

£800,000

£1,000,000

£1,200,000

£1,400,000

£1,600,000

£1,800,000





Source: NMR

south aegean hotels association (getob) 2007 media proposal

Documents

home index

clothes index

drunk index

fast index

womans responsibility

turkey visitorssource

peoples attention index

toiletries cosmetics