Mathilde BENETEAU – MBA2A

C O U R S E I N S T R U C T O R :

E . C r a i g

THE DIGITAL MARKETING ELEMENTS

• Playful approach with Selfies on social media. • Mainly using Pinterest, Facebook, Instagram• Selfies are a Gen Y phenomena. This audience is eager to travel and

discover the world.

• Using YouTube advertising tools to reach a global audience • Story telling through Drogba & Messi selfies’ adventure => allowing

the audience to disconnect and dream about a future trip.

OVERALL MARKETING STRATEGYSummarized by eyefortravel

ADDITIONAL ONLINE TACTICS

Interactive & Insightful information ontravel destinations, experiences, on whatto do in different cities, travel tips, etc.

Over 6 hours of waitingtime in Istanbul guest ispicked up at the airportfor a beautiful city tour

Interactive & possibilityto share experience

Viral Advertising

Audience is both enjoying and creating

the content

ACTIVITIES ON SOCIAL PLATFORMS

Social Events (#EpicFood)

Online quizzes

Appealing Pictures

Interaction with audience

Sharing plane experience Fun messages from “the plane” => reducing anxiety

ACTIVITIES ON SOCIAL PLATFORMS

Drogba & Messi #epicfood Selfie campaign

Sharing “behind the scene” information

Information on other SM platforms, winners from social quizzes, etc.

Trip planning: visa, what to pack, etc.

Storytelling technique

ACTIVITIES ON SOCIAL PLATFORMS

Sharing beautiful pictures of Turkish Airline lounges, destinations and airplaines encouraging the audience to picture their trips in their travel boards.

Sharing a wide variety of events and audience experience.

Specific Instagram feeds such as the Skylife Magazine.

Interaction with audience with

games, information & visuals

Game to win round trip to the city of the winner’s dreams

Audience interaction and

same information as

on Twitter & G+

ENGAGING WITH THE AUDIENCE

DIGITAL UNIVERSE MAP

Turkish Airlines Website

Reach & lure a global audience through “Kobe vs. Messi”

Selfies Commercials displaying appealing

destinations

Instagram feeds on G+ and on Travel Blog

Reach + Reputation

Interacting with the audience and link to

YouTube videos

Games to win trips, events, destinations

YouTube feeds on G+ & Instagram

Providing feeds to YouTube & Instagram =>

possibility to create video and share pictures

Games and feeds shared between platformsEx: #SnowOnBoard, Skylife Magazine, Messi #EpicFood

SEO + MarketingSocial Signals, Outside Meta Links, Back Links

Marketing Channels influence on Purchasing Decision in FRANCE

Early assisting role in the purchasing decision making process

No last interaction prior to purchasing

1 Make sure the brand is visible and well known on the targeted markets

2 Create Events such as games on social media with appealing prizes, creates buzz and gather as many

followers and likes as possible

3 Make sure the website appears on top of the list when typing keywords on Google, Bing, etc. and Email

address is one of the easiest information to access on the website

4 Be sure to spot out brand ambassadors that benefit from a large audience, are very well informed about

your brand and are trusted by their audience. Encourage them and welcome them in a commercial.

5 Develop a 1 on 1 relationship with customers answering any questions, offering tailored loyalty programs

BUSINESS OBJECTIVES

Reach a new clientele profile

Increase Turkish Airlines Brand Awareness globally

Increase the organization’s turnover

Try new and trendy phenomenon: Selfies with celebrities to maximiseviews

Increase brand awareness on social media and customer engagement through games and buzz

Improve the public opinion on the brand

CAMPAIGN RESULTS

77 million views on YouTube : “Kobe vs. Messi: The Selfie Shootout”

Increase of:

16% global Google researches 3x YouTube brand search 9% global brand recall

High engagement on Social Platforms: share, positive comments, YouTube Search increased by 209%

APPLICATION TO AN INDEPENDENT HOTEL

Have celebrities taking Selfies in different area of the hotel and create YouTube videos with it.

Apply the Selfie strategy to guests and have a program to create videos on the website with selfies and pictures the guest took over his/her stay at the hotel.

Have Special Selfie spaces in all public area of the hotel

Create a selfie game on Instagram and have celebrities participating (if the budget allows). Offer a complimentary VIP weekend to the winner. Make sure the game is advertised on all social media channels.

Create interaction by asking the guest to post his favorite meal at the hotel’s restaurant on Facebook. The one with the highest number of likes could be awarded a complimentary meal for 2 people.

Create a blog with information on the city, what to do, guests’ favorite spots, how to pack for a vacation/business in the city in which the hotel is located, local customs (food wise, cloth wise, manners wise, etc.)

Organize a tour in the city indicated on the hotel’s mobile app. This way leisure guests with late flights may enjoy their last hours in the city.

MOBILE APP INDEPENDENT HOTEL

The hotel’s mobile app will enable the guest to do the following:

GPS walking tour with QR codes on the way to provide with some information on the location (building history, etc.)

Nearby best restaurants with a choice according to the guest’s budget, number of people and restaurant availability in real time (partnered with the fork)

Possibility for a scavenger hunt with a price awaiting the guest’s at the hotel.

Possibility for guests to take pictures and Selfies along the way and create a video on the hotels website. It will be both a pleasant memory and a very good advertisement for the hotel.

If the guest is alone, the app will have a “single guest” option creating groups upon people preferences/age/hobbies, etc..