webinar on incredible india! campaign for the brazilian market
TRANSCRIPT
Webinar on Incredible India! Campaign for
the Brazilian Market
According to Tourism World Organization, Brazilians spent 30% more in 2011 (US$ 21.2 billion) as compared to 2010
(US$ 16.4 billion)
The Brazilian tourists spent more than US$ 6 billion travelling abroad during the first quarter of 2013.
In the world list of tourists that spend most money abroad, Brazilians jumped from 18 place to 11 place in 2011.
The most popular foreign destinations for Brazilians are US, Argentina, France, Portugal and Italy
( source: Euromonitor, March 2012) .
BRAZILIAN TOURISTS ON GLOBAL MAP
For an effective media planning on Incredible India campaign in the Brazilian Media
1) Who is the target audience and why?
2) What’s the way of reaching this audience?
3) What can we learn from successful media planning and campaign in Brazil by tourism boards of other countries?
4) Some suggestions on how to promote Indian tourist destinations in Brazil.
Which kind of Brazilians can India attract to its destinations?
What does Brazilian society looks like?
Source: Sparksheet, 2010
Who should be the target of Incredible India! campaign?
I. The main target should be men and women of more than 25 years of age from Classes A and B (source: Ibope)
II. Classes A and B have monthly family income from US$ 3,200 upwards (source:Fundação Getulio Vargas)
III. These two classes have the greatest power of consumption in Brazil (48% of the total national consumption)
Priority groups within Classes A & B
Four groups of people in Brazil who could be target for non-traditional destinations, like India:
Young Professionals Experienced Travelers Mature couples Sophisticated Families
(Source: Monitor and Grail Research an Analysis, 2012, research made for South African Tourism)
Young Professionals: Who are they? • Men and women of age 25 years and more
• They have average household income of R$ 106,000 (around US$ 53,000) p. a.
• They enjoy exploring new destinations and living like local people in other countries (cultural experience)
• They want to escape their high-stress, urban routine life
• They use online sources of information: social networking sites and online media (news and travel related sites)
• Average international travels in two years : 1.5
Experienced Travellers. Who are they?
• This group of Brazilians prefer to go to new “exotic” locations after having travelled to traditional destinations like the US and Europe
• Mostly middle-aged, these people travel for luxury as well as for cultural experience
• They have average household income of R$ 87,000 (around US$ 44,000) p.a
• Average international travels in 2 years : 6. 4
• They get their travel information from word of mouth information from other people in their social group, online media, specially travel-related websites, and travel agents.
Mature Couples. Who are they? Average age 39 years old
Average household income: R$ 104,000 (around US$ 50,000)
73% don’t have kids
They travel to relax and escape
Enjoy culture and shoppingAverage international travels : 1.8
Sophisticated Families. Who are they?
They have average 46 years old
84% live with their spouse
Average household income R$ 128,000 (US$ 64,000)
They travel to bond as a family, build memories together and relax
They like their trip to be well organized
Average international travels : 3.7
They use online sources for information
How do we reach this target audience?
•
BRAZILIAN MEDIA: A QUICK LOOK
There are no national newspapers in Brazil. Like US, the newspapers are city-based and city-centric
The main daily newspapers are Folha de S. Paulo and O Estado de S. Paulo (both published from Sao Paulo) and
O Globo (published from Rio de Janeiro)
The most important weekly news magazines are Veja, Época and IstoÉ
The main TV channels are Globo, Record, SBT and
Bandeirantes
Mediums for campaigns• The most powerful media for tourism industry
in Brazil are INTERNET AND TV
• The Internet is the main source of information about tourist destinations
• TV still rules the media. TV commands 60% of the overall advertising budget in Brazil
• WHY ADVERTISE ON INTERNET and TV?
Newspaper circulation as well as their revenue are falling.
Television is still the number one in advertisement investments in Brazil.
Internet penetration and advertising is growing very fast and attracting publicity campaigns at fastest pace when compared to newspapers, magazines, radio and Cable TV (source US Media Consulting, April 2013)
Social Media scene in Brazil
Source: Sparksheet, 2012
Brazil: The Social Media Capital of the world
More than 50% Brazilians use the Internet
Brazil has the second biggest number of users of Social Media in the world after the United States : 74 million in a population of 194 millions (source: ComScore, May 2013)
FACEBOOK, YOUTUBE, TWITTERFACEBOOK: The number of users of this network in
Brazil almost doubled in just one year . It jumped from 35 million in 2011 to 65 million in 2012. Of all Brazilian
internet users, more than 82 % are on Facebook.
TWITTER: Brazil is in fifth place in the number of users in the world
YOUTUBE: Brazil is the second market in the world (after US) for this video-watching website. Eight out of
10 Brazilians internet users watch videos on-line
SOCIAL MEDIA MANAGEMENT
In the social media: It is important to have an appropriate approach
to reach the target.
It is important to a social media agencie for optimize the money invested, create correct strategies, follow and manage the actions.
Social media campaign pricesCOST: An effective campaign in social media channels can cost between R$ 100,000 (around US$ 50,000) to
R$ 400,000 (around US$ 200,000).
PERIOD: the campaign can be spread over 1 to 3 months.
SOURCE: “Bites”, a social media consultancy that works for clients like Globo Television and Fiat .
The consultancy charges 20% of the total expenditure for planning the campaign, optimization and audit.
Social media management agency contact
Name of the company: BitesName of the Bites’s director: Manoel
FernandesContact:
[email protected] 0055-11- 38145928
The Top Websites, TV channels and magazines that should be used for Incredible India campaign in Brazil
Two options for news website advertisement
UOL .com.br (Universo Online) news portal
And
Viajeaqui.com – travel news website
UOL (Universo Online ): LEADING NEWS PORTAL
• For 16 years, the country’s biggest news portal
• 7 out of 10 Brazilian internet users visit UOL ( source: Nelsen Net Ratings Home and Word, Feb 2013)
• Belongs to Folha da Manhã Group, which publish Folha de S. Paulo newspaper, the biggest in Brazil.
• It also has one travel channel: UOL VIAGENS (1.1 million unique visitors/month; and 11.8 million visited pages/month)
•
UOL USERS PROFILE
Users profile: 63% - between 20-49 years old
50% male, 50% female 58% - classes A and B.
UOL Rates
• The prices of ads in UOL depends of the size, position and on the hour of advertise exposition.
• Prices range from R$ 12,000 (around US$ 6,000) to R$ 250,000 (around US$ 125,000) per month for daily display (Figures for July 2013)
UOL CONTACT
UOL Publicity Director Andre Vinicius
Tel: 0055-11- [email protected]
UOL Business Executive Renato Carneiro
[email protected] Telephone: 0055- 11- 3092 6570 |
Mobile: 0055-11- 9 9844 0930 | Fax 0055- 11 2845 2218
VIAJEAQUI.com : The Biggest travel portal
Belongs to Abril Publishing House , the biggest in Latin America, that publishes also “Viagem e Turismo”magazine ( which means “Travel and
Tourism”).
Viajeaqui .com(which means “travel here”) is for 5 years the biggest Tourism portal in Brasil.
Its content includes all the contents of “Viagem e Turismo” Magazine,
Quatro Rodas Guide (the main road guide of Brazil) and National Geographic Brasil
Views per month: 6.5 million
Source: Google Analytics (may 2013)
Who are the users of Viajeaqui.com website
43% of the readers are men
57% are women
39%- Class A
52%- Class B
Rates details for Viajeaqui.com
Standard charge: R$ 118 (around US$ 60) per 1000 views.
Minimum pack: 650,000 views (10% of total views) . Cost: R$ 76,700 (around US$ 35,000).
Ideal pack: 1.6 million views (25% of total views). Cost: R$ 191,750 (around US$ 90,000).
Discount: Up to 40% for 1 to 3 months campaign
VIAJEAQUI.COM CONTACT
Mauricio Valadares OrtizBusiness Executive – Publicity
Abril Publishing House- Editora Abril Telefone/Fax: 11 3037-2864/3037-8984
Cel.: [email protected]
www.publiabril.com.br
TELEVISIONGLOBO- THE LEADING TELEVISION
CHANNEL IN BRAZIL
This TV channel covers almost 99% of the national territory, reaching 99.5%
of the population.
The tenth most popular program in
GLOBO Television has more viewers than
“American Idol”, the most popular program in
American television
GLOBO TV: Three Options for Incredible India!
• The marketing department of Globo Television prepared a study which shows some options of advertising simulations for the Target
• These simulations have good levels of average frequency, reach of media, coverage and impacts.
Globo TV: SCENARIO 1
• Periodicity: 15 days period, with 37 insertions of 30 seconds each one, in 15 different programs, morning, afternoon and night.
• Range capacity: São Paulo state. The total number of houses impacted by this campaign will be close to 17 million
• Target reach: More important is the number of houses that belong to the Target. This number is 7.6 million houses.
• Capacity of reach: 45.6% (which means that 45.6% of the total audience is going to watch the ads.
• Average frequency : 2.93 (which means that each person watches the ad 2.93 times. The best average frequency is from 2.5 upwards.
• Cost: R$ 505,000 (US$ 250,000).
Globo TV: SCENARIO 2 • Periodicity: One week period, 12 insertions in 8
programs, morning, and evening ( the peak hour). • Range capacity: São Paulo state.• Target reach: Total number of impacted houses that
belong to the target is 4.9 million. • Capacity of reach: The ads reach 38.5% of the
audience.• Average frequency: 2.13 (each viewer watches the
same ad 2.13 times. Remember: the best average frequency is from 2.50 upwards)
• Cost: R$ 527,000 (US$ 210,000)
Globo TV: SCENARIO 3 • Periodicity: 15 days, 22 insertions in 9 programs, morning
and late night. • Range capacity: It will reach all regions of Brazil. The total
audience is 97 million houses• Target Reach- The most important is the impacted houses
that belong to the target, which is 40.6 million • Capacity of reach: The ads reach 34.7% of the audience.• Average frequency: 2.36 (which means that each person
watch the same ad 2.36 times. The best average frequency is from 2.5 upwards
• Cost: R$ 1.2 million (around US$ 500,000)
GLOBO TV contact
Senior Executive: Rodrigo Jorge 0055- 11- 51124667 (phone)
51124032 (fax)Mobile: 0055-11- 975278298
MAGAZINES
VEJA- the leading news weekly magazine
And
Viagem e Turismo – the leading travel magazine
VEJA Magazine: DescriptionLeading weekly news magazine in Brazil, second in the world (after Time) with
more than 1 million copies weekly.
• 10.4 million readers • Its distribution range covers 97% of the potential consumers cities in Brazil
71% of its readers belong to Classes A and B
• 64% of readers share the magazine with others
• 4.9% is the average number of times that each reader read or have a look in each copy
• 2.3 million followers on Twitter
• 1.5 million like Veja on Facebook
VEJA MAGAZINE: Rates
From R$ 142,000 (around US$ 70,000) for 1/3rd page to R$ 805,000 (around US$ 400,000) for second cover
plus page 3
VEJA Magazine contact
Responsible for PUBLICITY : Fábio Fernandes
[email protected] 0055-11- 30375157
VIAGEM E TURISMO MAGAZINE: DESCRIPTION• Circulation: 99,235 copies (average IVC November 2012), 228,804
readers
• Leader of the segment (tourism magazines and sites)
• 54% share of the market (“Viagem Mais” and “Go Outside” magazines have the rest)
• 6 times more circulation than the best competitor
• Readers: 82% are from classes A and B
• 63% of readers are between 25 to 49 years; 53% women(Source: Advertisment Departament of the magazine and site, January 2013)
Viagem e Turismo IPAD APP
Viagem e Turismo IPAD app 65% men
80% live in Southeast and South of Brazil (the richest regions of the country)
40% have family income of above RS$ 15,300 (US$ 7,000) per month
(Source: Reaserach by Abril Midia with users that downloaded the one free edition of Viagem e Turismo)
“Viagem e Turismo” magazine: rates
From R$ 34,000 (around US$ 17,000 )to
R$ 220,000 (around US$ 110,000)
January 2013 figures
“VIAGEM E TURISMO” Magazine
Contact: Mauricio Valadares Ortiz- Publicity Executive Abril Publishing House
Telephone/Fax: 0055- 11 - 3037-2864/3037-8984
Cel.: 0055- 11- [email protected]
www.publiabril.com.br
Two budget options for Incredible India! campaign in Brazilian media
Option I: With budget of US$ 100,000• The option here is advertise only on the Internet:
websites (news and travel-related sites) and social media.
• They reach the target audience and in a very affordable and efficient way.
• As said before, Internet is the best way to reach the Classes A and B in Brazil.
Option II: With budget of US$ 1 million
1) TV+Internet+Magazines: two campaigns in Globo television ( 15 days each, US$250,000 each, in São Paulo and Rio states). Secondly, advertise in a internet campaign ( US$ 250,000). Thirdly, advertise with the rest of US$ 250,000 in two leading magazines (Veja and Viagem e Turismo)
2) TV+Internet: two campaigns in Globo television ( 15 days each, US$250,000 each, in São Paulo and Rio states). Secondly, advertise with the other US$ 500,000 only in internet
3) Internet: a huge internet campaign, in social media and in websites
Lessons from a successful campaign: How a South Africa tourism campaign lured the
Brazilians
Brazilians discover South Africa• In 2012, the number of Brazilian tourists that
travelled to South Africa reached 78,000. It grew by 45% when compared to the 2011 figure
• In 2012, the Brazilian tourists jumped to ninth place (from eleventh in 2011) on the list of foreign tourists that visit South Africa.
South Africa’s Successful Campaign
• South African Tourism promoted its campaign on TELEVISION and INTERNET.
• Their ads showed Brazilians couples in South Africa talking about their experience there at a holiday spot. They used real tourists as models. Their reaction to the delights of South Africa was authentic.
• This campaign appealed to their target consumers: Classes A and B. The idea was to use ordinary people to show how accessible their destination is.
• South Africa worked with an international campaign in National Geographic Channel and CNN. The campaign has also made its online and social media debut with an extension on South African Tourism’s homepage, www.southafrica.net and on the social media sites.
How South Africa Targeted Brazil
• South Africa Tourism targeted 9 cities in Brazil: São Paulo, Rio de Janeiro, Belo Horizonte, Porto Alegre, Salvador, Recife, Fortaleza, Brasília and Curitiba.
• The target audience was made up of male and female, from 18 years onwards, residents of one of these cities, with household income from R$ 40,000 (US$ 20,000) a year.
• This segment represents 8.6 million people ( 4.5% of total population of 194 million)
Some Suggestions on how to begin the Incredible India journey in Brazil
Three Steps to promote India in Brazil
• Direct Flights: India and Brazil are connected by European airlines or Gulf carriers and South Africa airlines. A Brazil-India flight either by Air India or any other Indian company can attract more travellers to India. There are 11 flights weekly between Brasil and South Africa, and they are adding two more flights.
• Media coverage: India hardly gets any coverage in Brazilian magazines, newspapers or television. It’s important that India, especially its tourism, is reported in Brazilian media.
• Tourism office: São Paulo will have shortly an office of the South African Tourism. Indian Tourism should consider a similar step to open a gateway to India in Sao Paulo.
•
OBRIGADA! THANK YOU!
Florencia CostaJournalist and media advisor,
Sao Paulo, Brazil [email protected]