the power of together - four communications...the power of together 15 four travel the customer...

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Four TravelTravel

The power of together

The power of together 3

Four Travel

Contents


About us

Our people

Travel specialisation

Market representation

Customer journey

Brand & communication strategy

Advertising

Digital

CRM

Social media

PR & client training & crisis communication

Creativity

Influencers

Media planning and buying

Tourism consultancy

Behaviour change

Four worldwide

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Four Travel



Four Travel is part of Four Communications, one of the leading independent integrated communications agencies in the UK and the Middle East.

Today we operate in a truly integrated communications world. But to create campaigns that resonate, you also need service expertise and sector knowledge. Beautiful things happen when you put the right ingredients together. It’s the reason that we mix talent with experience, insight with creativity, sector specialists with data crunchers, PR gurus with advertising geniuses, and behaviour change experts with content creators. It helps us tackle challenges differently and create seamless, integrated campaigns.

We call it the power of together.

UK independent, integrated agencySource: Kingston Smith 2017

No.17


@fourtravelnews

@four.travel_uk

four-travel


25 years in travel and leisure

Debbie HindleManaging director

Four Travel

How do you tell a story that covers 25 years in travel and leisure in just a few pages? In reality you can’t. What we can do is give you a flavour of the work we do and the people that help our clients achieve their ambitions every day.

It would be fair to say that there is no other specialist communication agency that offers a broader range of skills and knowledge for the travel and leisure sector. And whilst our breadth of services is important, we know that, to stand apart from the crowd, we have to offer real insight into the ways in which consumer preferences are changing.

It’s the reason we undertake our own research into consumer trends in travel and leisure. It’s behind our decision to invest in our own proprietary social listening and insights technology – Mapper360TM. And it’s the reason we are the only agency to have a specialist behaviour change team.

With budgets under constant pressure, and marketing channels becoming ever more connected, it’s perhaps not surprising that the best companies are harmonising their marketing investment. We help by bringing everything together. Today we provide over two thirds of our travel and leisure clients with three or more services outlined in this booklet.

Four Travel

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Four Travel


It’s a cliché to say that business is all about people; but it’s true. We’re fortunate in enjoying many client relationships that go back for well over a decade. We hope it’s because

we’re fun to work with. We would also like to think it’s because we have a team that can claim to have some of the

most respected experts in travel marketing and PR.

Our people

languages

nationalities25

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Four Travel


Four Travel

Travel specialisation

We apply our research and insights to create campaigns for clients from destinations to hotels, airlines to cruise lines and tour operators to OTAs.

We are a luxury specialist understanding how to reach and communicate with ultra high-net-worth individuals.

We are also MICE and congress experts - able to identify and bring major contracts to our hotels and destinations. For all clients our objectives are simple. To build brands and drive sales.

We’ve won awards for our work in advertising, PR, digital and social media engagement.

Our biggest success, however, is the long relationships we’ve built with our clients. Many of them we’ve worked with for over a decade. We’ve shared their success as we’ve grown.

The world of marketing communications has changed but one thing has remained the same; our goal is to offer every client the best advice and create campaigns that stand apart from the crowd.

More than 60% of clients buy more than 2 services

More than 35% of clients buy more than 3 services

Holiday of a lifetime, every time.

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Four Travel


The primary objective of any destination must be to get onto their target consumers’ wish list.

We represent clients in the UK & Ireland, develop market strategies for destinations, execute sales and produce marketing and PR plans for tourism and MICE markets – b2b and consumer.

Our account team makes sure our client’s destination is front of mind as customers research and choose their next holiday. Our work typically includes planning, research, product development, trade relations education, consumer campaigns, PR, digital development, brand partnerships, consumer and trade show event management.

Rob Wilson Head of sales & marketing

Four Travel

Market representation


Four Travel

The customer journey from dreaming about where to enjoy that next holiday to sharing moments with friends and family is complex and intricate. Inspiration is still often driven by broadcast media; be it in press or television; but online will play a part in over 95% of all travel bookings.

Whether you capture interest when customers are researching or further down the journey when they are comparing prices, at Four Travel we help clients put the right message in front of potential customers in the right place and at the right time.

Customer journey

DreamingTV, PR coverage, press, rich online media (inspiration focus), DM, websites, brochures

Planning Online media, (destination/interest),re-marketing, DM, websites, social media, review sites, brochures, classified media

Booking Email, website, re-marketing, telephone tracking

ExperiencingApps, Facebook, Pinterest, Instagram

SharingFacebook, Pinterest, InstagramTripAdvisor, Feefo



Four Travel

Piers BracherClient services directorFour Creative & Digital

In business, the only constant is change. Economic and social changes have a significant impact on what consumers are looking for when they travel and enjoy their leisure time. These changes are often gradual but, over time, can leave many travel businesses behind.

We help senior management teams take a step back and work with them to re-focus their brand to take advantage of market changes. Then, when there is absolute clarity about the proposition and positioning, our branding experts make sure that our clients stand apart from the crowd.

Brand & communication strategy



Four Travel

Claus LarsenCreative director

Four Travel

The best advertising drives bookings and builds brands that stand the test of time. Whether it’s TV, radio, press, outdoor or online; our creative team develop creative executions built on real customer insight.

The result is award-winning campaigns for hotels and resorts, airlines, tour operators and destinations.

Advertising



Four Travel

Paul Dalton-BorgeManaging director

Four Creative & Digital

More than 95% of travel and leisure bookings involve an interaction online at some point in the customer journey. It may be to research a destination or share an experience with friends. Our aim is to make sure that, whatever we create, be it designing and building web sites, evaluating SEO, or running rich

media campaigns, we achieve above industry average performance figures.

Digital

In the UK, travellers visit an average of 17 websites during their travel planning


in the Econsultancy Top 100 Digital Agencies

No.40


Four Travel

It’s no exaggeration to say that, for the vast majority of travel businesses, all of next year’s bookings are already in their database. The challenge is to speak to these past bookers and enquirers in the right way at the right time. And, with the requirements of GDPR, it’s vital that you are able to identify an individual’s data quickly and simply, even when it’s been collected from multiple sources.

Four’s digital team have developed an industry-specific CRM system that takes data feeds from multiple sources, including most of the leading booking systems to create a Single Customer View. The benefit is vastly more effective

marketing campaigns.

CRM

For the majority of travel businesses, all of next year’s customer bookings are already in their database



Four Travel

Rachel O’SullivanManaging director

Four Engage

When it comes to social, we turn hunches into measurable insights. An estimated 40% of all travellers will engage with social media as they research their next holiday. We use our proprietary Mapper360™ methodology to make smarter use of data and identify, classify and target high-value audiences, segment them into tribes crafted for acquisition and analyse those who have the most influence over each tribe.

Then, when it comes to creating and running campaigns we know who to target, on which channel, with content that’s relevant and appealing be it through paid social, blogger or outreach campaigns.

Our insight-informed approach ensures that our clients stay one step ahead of their competitors and that our campaigns are delivered with maximum cost efficiencies and ROI.

And when it comes to identifying the optimum influencers for each campaign, our bespoke Mapper360™ influencer methodology ensures that we only work with those with a genuine brand fit and a relevant, authentic following.

Social media

A Four Travel integrated influencer, native and digital advertising campaign generated 1.2 million video views amongst key target audiences



Four Travel

Helen CoopHead of PRFour Travel

PR

The days of PR being centred on press releases are long gone. Today effective PR driven “earned” content can be central to the way a brand engages with its audiences. Our PR campaigns gain coverage and help change perceptions.

You’d expect us to have a brilliant black book of media contacts - but you might be surprised at the breadth of our influencer outreach programmes or the clever ways we are integrating PR content into marketing.

Client training & crisis communication

We love sharing our insight and can create and tailor bespoke training sessions for our clients. That could be crisis media training, or digital marketing training. We craft the training to suit each client’s needs.

We are constantly servicing best practice crisis communications for a digital world and have clients who retain us just for our crisis skills.



Four Travel

Lalla DuttDirector

Four Travel

In today’s integrated communications world a bright idea, clarity of message can spark emotion and impact across multiple platforms.

We pride ourselves on creative, ingenious thinking that delivers the ideas you’ve always wished you could deliver. Our communications campaigns start with brilliantly creative ideas that make the world sit up and listen.

Creativity



Four Travel

Angela MainiLuxury director

Four Travel

We have been inspiring travel through influencer campaigns since 2010. We have always made a point of understanding each influencer’s audience and brand proposition so we can ensure it matches our clients – whether that is a foodie, celebrity or hyperlocal influencer.

We work on both an earned and a paid basis - working with inspirational influencers to create imagery, video and content that can be used in wider marketing to resonate with our target audiences.

The length of our experience in this sector means we have contributed to blogging community industry white papers, spoken at conferences and act as a special advisor to the Global Professional Travel Bloggers Association.

Influencers



Four Travel

Tonia Savchenko Managing director

Four Media

The customer journey from dreaming about that long-awaited holiday to sharing those moments with friends involves multiple touch-points.

Brand awareness, trust and the comparisons of price and product require a variety of messages through different media. At Four, our on and off line media team use the last analytical tools to make sure that our clients place their advertising and content in front of the right audience at the right time.

Media planning and buying

Every day we measure and report on media performance for our travel clients. It’s not surprising that we know what works best



Four Travel

Debbie HindleManaging director

Four Travel

Worldwide, tourism represents around 10% of global GDP. For some developing companies tourism is the main source of foreign income; supporting jobs communities and with the potential to help protect landscapes and wildlife.Four’s consultancy team advise ministers and governments on tourism development including financial modelling, infrastructure improvements and promotion.

We have particular passion for sustainable development - supporting Friends of Conservation and Tourism Concern in the UK. Our managing director Debbie Hindle is a trustee of The Travel Foundation.

Tourism consultancy

Destinations around the world welcomed around 1.3 billion tourists in 2017



Four Travel

Anne ClarkeManaging director

Four Change

We are the only travel and leisure specialist with a dedicated behaviour change team. To us that’s rather surprising. The world offers a multitude of places to visit and experiences to enjoy - yet so much travel booking is driven by habit and heuristics.

Our team advise clients on how best to attract guests to lesser known countries or help destinations who need to educate public perceptions after an issue like a hurricane. And, for The Foreign & Commonwealth Office, the Travel Aware campaign we launched was designed to break bad habits and help travellers stay safe.

Behaviour change



Four Travel

Our offices London, Farnborough, Cardiff, Aberystwyth, Abu Dhabi and Dubai

Worldwide Agency reach via affiliates and network membership

Four worldwide

We regularly act as lead agency for clients on global campaigns managing teams of agencies around the world to deliver more effective communications. We also have

a network of like-minded travel specialists around the world we can recruit for multi national campaigns.

Natalie AmosPractice director Four Gulf

UAE

UK


Four Travel20 St Thomas Street

London SE1 9BFT: +44(0) 203 697 4200

[email protected]

the power of together - four communications...the power of together 15 four travel the customer...

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