BVI promotional activity targeting BVI promotional activity targeting the European cosmopolitan the European cosmopolitan

community of Andalucia, Southern community of Andalucia, Southern SpainSpain

ddaddaMarch 2008March 2008

Campaign ObjectivesCampaign Objectives

• Build awareness and appeal of the BVI as a premium destination Build awareness and appeal of the BVI as a premium destination • Engage a potentially high value prospect audienceEngage a potentially high value prospect audience• Increase the visitor numbers and generate visitor revenue for the BVIIncrease the visitor numbers and generate visitor revenue for the BVI• Provide an exclusive opportunity to reach a wider and niche market which is Provide an exclusive opportunity to reach a wider and niche market which is

characterised by wealthcharacterised by wealth• Utilise a BVI online platform to gather dataUtilise a BVI online platform to gather data• Build a marketing database and use for ongoing communicationsBuild a marketing database and use for ongoing communications

Our AudienceOur Audience

• ABC1 Adults aged 25 – 54 yearsABC1 Adults aged 25 – 54 years

• 600,000 English- speaking residents in Andalucía - 400,000 are located on 600,000 English- speaking residents in Andalucía - 400,000 are located on the Costa Del Solthe Costa Del Sol

• International Visitors on vacation to Costa Del SolInternational Visitors on vacation to Costa Del Sol

• Lifestyle - cosmopolitan audience, sun loving, likely interest in water/outdoor Lifestyle - cosmopolitan audience, sun loving, likely interest in water/outdoor activitiesactivities, , largelylargely experienced travellersexperienced travellers

• Relative high net worth audienceRelative high net worth audience

How does the BVI get How does the BVI get noticed?noticed?By making sure we are By making sure we are visiblevisible• We propose a fully integrated strategy. A multi channel test campaign to We propose a fully integrated strategy. A multi channel test campaign to

achieve X-media market penetration, building awareness of the destination , achieve X-media market penetration, building awareness of the destination , generate visitors, allowing data capture and maximising return on generate visitors, allowing data capture and maximising return on investment. Ideally, activity will be underpinned by partner offers:investment. Ideally, activity will be underpinned by partner offers:

– PressPress– RadioRadio– DigitalDigital– OutdoorOutdoor

Media RecommendationsMedia Recommendations

Budget OverviewBudget OverviewMedia Budget

PRESS ADVERTISING – Essential MagazineAbsolute Marbella PublicationH! Society PublicationSUR in EnglishEuro Weekly

£18,469

RADIO –REM (Radio Europe Meditterraneo)Global RadioSpectrum RadioCentral Radio

£15,565

DIGITAL-Marbellas.ComEl PAIS/International Herald TribuneEssential Lifestyle PublicationAbsolute Marbella PublicationCentral Radio/REM RadioBritish Expatriate Website

£5,407

Response Handling/Data Capture & Microsite

£25,000

Contingency (To be allocated according to opportunities)

£13,559

Production £15,000

Total Activity £93,000

Press Advertising - OverviewPress Advertising - Overview– We propose full page insertions to ensure impact. We have selected We propose full page insertions to ensure impact. We have selected

high end, sophisticated lifestyle titles and premium quality newspapers high end, sophisticated lifestyle titles and premium quality newspapers with a combined circulation of c310k and an estimated readership of with a combined circulation of c310k and an estimated readership of 500k. 500k.

Essential PublicationEssential PublicationAbsolute Marbella Absolute Marbella H! Society MagazineH! Society MagazineSUR in English NewspaperSUR in English NewspaperEuro WeeklyEuro Weekly

Total Press Advertising Budget £ 18,469.00Total Press Advertising Budget £ 18,469.00

Essential Publication Essential Publication

A high quality A high quality lifestyle magazine freely distributed on the Costa Del Sol, lifestyle magazine freely distributed on the Costa Del Sol, targeted to an international English speaking audience of both residents targeted to an international English speaking audience of both residents and visitors alike. Issues combine international content with local and visitors alike. Issues combine international content with local interest editorial that appeals to a cosmopolitan audience. interest editorial that appeals to a cosmopolitan audience.

–Estimated readership of 75,000 readers each month Estimated readership of 75,000 readers each month

–Distribution of 25,000 copiesDistribution of 25,000 copies

–Over 1,200 prestigious locations – luxury hotels, golf clubs, financial Over 1,200 prestigious locations – luxury hotels, golf clubs, financial institutions and corporate businessesinstitutions and corporate businesses

Press Advertising - Press Advertising - Candidate Titles Candidate Titles

Press Advertising - Press Advertising - Candidate Titles Candidate Titles

Absolute Marbella Publication Absolute Marbella Publication Regarded as Marbella's first luxury lifestyle magazine, Absolute provides a Regarded as Marbella's first luxury lifestyle magazine, Absolute provides a unique take on the world of glamour. Considered to be one of the best unique take on the world of glamour. Considered to be one of the best advertising mediums on the Costa Del Sol by leading names from across the advertising mediums on the Costa Del Sol by leading names from across the business spectrum.business spectrum.

• Distribution 23,000 copies per monthDistribution 23,000 copies per month

• Locations distributed include high end retail outlets, real estate, luxury hotels in Locations distributed include high end retail outlets, real estate, luxury hotels in South of Spain from Gibraltar to Malaga. Also publish special editions are South of Spain from Gibraltar to Malaga. Also publish special editions are published for organizations such as Air Plus (a major Spanish/US flight published for organizations such as Air Plus (a major Spanish/US flight company), the Ferrari, Maserati, Jaguar, Bentley, Land Rover and Aston Martin company), the Ferrari, Maserati, Jaguar, Bentley, Land Rover and Aston Martin authorized luxury car dealer C. de Salamanca and five-star hotels such as The authorized luxury car dealer C. de Salamanca and five-star hotels such as The Puente Romano, amongst others.Puente Romano, amongst others.

Press Advertising - Press Advertising - Candidate Titles Candidate Titles

• H! Society Magazine H! Society Magazine

AnAn established glossy lifestyle magazine on the southern coast of established glossy lifestyle magazine on the southern coast of Spain primarily focused on local society events covering news on Spain primarily focused on local society events covering news on society, celebrities, travel, yachting, homes, fashion, society, celebrities, travel, yachting, homes, fashion, health/beauty, music, sport, business news plus much more. Also health/beauty, music, sport, business news plus much more. Also a reference guide to for restaurant/bar listings and reviews, local a reference guide to for restaurant/bar listings and reviews, local and international news, business information and contact detailsand international news, business information and contact details

• Highest distribution of 26,000 copies per month on Costa Del SolHighest distribution of 26,000 copies per month on Costa Del Sol

• Distribution of 10,000 copies per month on Mallorca via over 1,000 key Distribution of 10,000 copies per month on Mallorca via over 1,000 key venues venues

Press Advertising –Press Advertising –Candidate TitlesCandidate Titles

• SUR in EnglishSUR in EnglishSUR in English is Spain’s largest English-language publication. An SUR in English is Spain’s largest English-language publication. An established weekly publication, it features Spanish and community news, established weekly publication, it features Spanish and community news, general articles and a classified advertising section. A variety of general articles and a classified advertising section. A variety of supplements are produced throughout the year including Real Estate and supplements are produced throughout the year including Real Estate and Tourism .Tourism .

• Weekly distribution of 52,500 copies in Southern SpainWeekly distribution of 52,500 copies in Southern Spain

• Estimated readership of 200,000 readers each weekEstimated readership of 200,000 readers each week

Press Advertising-Press Advertising-Candidate TitlesCandidate Titles

• Euro Weekly News Euro Weekly News • Is a series of 6 well established English language newspapers distributed Is a series of 6 well established English language newspapers distributed

free throughout southern Europe , aimed at the ex-pat population. Each free throughout southern Europe , aimed at the ex-pat population. Each edition contains local news, a full TV and satellite guide, European news edition contains local news, a full TV and satellite guide, European news and financial information.and financial information.

• Weekly distribution of 31,000 copies on Costa Del SolWeekly distribution of 31,000 copies on Costa Del Sol

• 85% of readers are British Expatriates85% of readers are British Expatriates

Radio Advertising- OverviewRadio Advertising- Overview Radio connects to a wider audience and can target a specific socio-Radio connects to a wider audience and can target a specific socio-

economic group. It forms an integral part of a radio stations programming, economic group. It forms an integral part of a radio stations programming, exposure at key points of the day and has the lowest ad avoidance level.exposure at key points of the day and has the lowest ad avoidance level.

We propose a selection of standard spot adverts during peak times and We propose a selection of standard spot adverts during peak times and sponsorship of the news, weather or entertainment to target our prospect sponsorship of the news, weather or entertainment to target our prospect audience.audience.

REM RadioREM RadioGlobal RadioGlobal RadioSpectrum RadioSpectrum RadioCentral FM Central FM

• Total Radio Advertising Budget £ 15,565.00Total Radio Advertising Budget £ 15,565.00

Radio Advertising –Radio Advertising –StationsStations

REM (Radio Europe Meditterraneo)REM (Radio Europe Meditterraneo)• Regarded as Spain’s premier News/Talk Radio station in the English languageRegarded as Spain’s premier News/Talk Radio station in the English language

• Broadcasts to over a million English speakersBroadcasts to over a million English speakers

• The majority of the listeners are property owners who use real estate as a form The majority of the listeners are property owners who use real estate as a form of investment of investment

• Talk Radio is flexible – offers not only conventional advertising but Talk Radio is flexible – offers not only conventional advertising but infomercials infomercials

• Past Travel Clients include British Airways, Monarch Airlines Past Travel Clients include British Airways, Monarch Airlines

Radio Advertising- Radio Advertising- StationsStations

• Global Radio FMGlobal Radio FM• Global is the number one English –speaking radio station on the Costa Del Global is the number one English –speaking radio station on the Costa Del

Sol, and transmits from Nerja to Gibraltar. Sol, and transmits from Nerja to Gibraltar.

• Voted the Best Radio Station for the last 3 years by the people of MarbellaVoted the Best Radio Station for the last 3 years by the people of Marbella

• Global has a wide range of listeners – English, Dutch and German and have Global has a wide range of listeners – English, Dutch and German and have the majority of listenership on the Coast.the majority of listenership on the Coast.

• Their average listener is 25-55 years old, enjoys travelling and has a high Their average listener is 25-55 years old, enjoys travelling and has a high disposable income.disposable income.

Radio Advertising-Radio Advertising-StationsStations

• Spectrum FMSpectrum FM• Considered the largest English language music station in Southern Spain, Considered the largest English language music station in Southern Spain,

Spectrum provide the listener with entertainment, news, local information, Spectrum provide the listener with entertainment, news, local information, classic hit music.classic hit music.

• They are a market leader in the Costa Almeria with over 42% of all radio They are a market leader in the Costa Almeria with over 42% of all radio listeners and have doubled their audience on the Costa del Sol.listeners and have doubled their audience on the Costa del Sol.

• Their audience is 35-64 years old Their audience is 35-64 years old

• Past clients include British Airways and Daily Mail. Past clients include British Airways and Daily Mail.

Radio Advertising-Radio Advertising-StationsStations

• Central FM Central FM is the flagship English Radio station in Spain whose is the flagship English Radio station in Spain whose programming is a mix of latest releases, chat, information and news.programming is a mix of latest releases, chat, information and news.

• 41% of it’s listeners are 25-54 years old with a high disposable income41% of it’s listeners are 25-54 years old with a high disposable income

• Central FM receive over 500 calls/SMS each day to the on-air studioCentral FM receive over 500 calls/SMS each day to the on-air studio

• Longest running English station in SpainLongest running English station in Spain

• Past clients include British Airways, BMW, Telegraph, Barclays Past clients include British Airways, BMW, Telegraph, Barclays

Sponsorship - OverviewSponsorship - Overview– Will play a very powerful role in engaging a mobile audienceWill play a very powerful role in engaging a mobile audience

– To deliver large numbers of our target audience in the key region of To deliver large numbers of our target audience in the key region of MarbellaMarbella

– We recommend sponsorship of selected high profile events and are We recommend sponsorship of selected high profile events and are currently investigating availability. Candidate events include Summer currently investigating availability. Candidate events include Summer Concert Series and Horseracing fixtures at the Mijas Hipodromo, Polo Concert Series and Horseracing fixtures at the Mijas Hipodromo, Polo Tournaments at JCM - Sotogrande, Marbella International Rugby Tournaments at JCM - Sotogrande, Marbella International Rugby Sevens , Marbella Open Tournament at Manolo Santana Racquets Sevens , Marbella Open Tournament at Manolo Santana Racquets Club, Race Fixtures at Ascari Racetrack resort, Volvo Masters Golf Club, Race Fixtures at Ascari Racetrack resort, Volvo Masters Golf Tour, Marbella International film festival sponsorship. Tour, Marbella International film festival sponsorship.

Online - BackgroundOnline - Background– Digital communications Digital communications is playing an increasingly significant role in is playing an increasingly significant role in

reaching the audience and in modern day traveller decision making. reaching the audience and in modern day traveller decision making. Through the employment of digital communications, we can build a cost Through the employment of digital communications, we can build a cost effective dialogue with the audience, raise brand awareness to effective dialogue with the audience, raise brand awareness to previously untargeted market groups, acquire a deeper understanding of previously untargeted market groups, acquire a deeper understanding of their tastes and travel habits and tailor communications according to their tastes and travel habits and tailor communications according to findings. findings.

– 80% of Andalusia residents have broadband access80% of Andalusia residents have broadband access

– Spanish internet users spent over 2.6 billion Euros on products Spanish internet users spent over 2.6 billion Euros on products and services brought online in 2007and services brought online in 2007

– 43% of Spanish internet users access the internet several 43% of Spanish internet users access the internet several times a day times a day

Online - Candidate Media Online - Candidate Media • We propose a combination of banner advertising and hyperlinks to direct traffic to We propose a combination of banner advertising and hyperlinks to direct traffic to

the BVI website and recommend a combination of quality profile media publications the BVI website and recommend a combination of quality profile media publications as follows:as follows:

Marbellas. ComMarbellas. ComEl PAIS/International Herald TribuneEl PAIS/International Herald TribuneEssential Lifestyle PublicationEssential Lifestyle PublicationAbsolute Marbella Publication Absolute Marbella Publication Central FM Radio/REM RadioCentral FM Radio/REM RadioBritish Expatriates' Websites British Expatriates' Websites

Total Online Budget £5407.00Total Online Budget £5407.00

Online – Candidate TitlesOnline – Candidate Titles• Marbellas.comMarbellas.com - Marbella’s first online magazine and indispensable guide - Marbella’s first online magazine and indispensable guide

to Marbella. The site attracts residents and visitors with its varied content.to Marbella. The site attracts residents and visitors with its varied content.We would employ a banner advertisement and Hyperlink to drive users We would employ a banner advertisement and Hyperlink to drive users directly to the BVI website for data capture. directly to the BVI website for data capture.

• El PAIS/International Herald Tribune El PAIS/International Herald Tribune – El PAIS is Spain’s best selling daily – El PAIS is Spain’s best selling daily and in partnership with IHT is eight pages of local news and events in and in partnership with IHT is eight pages of local news and events in English.English.

• Essential PublicationEssential Publication- digital version of this lifestyle magazine- digital version of this lifestyle magazine

• Absolute MarbellaAbsolute Marbella- digital version of this lifestyle magazine- digital version of this lifestyle magazine

Online- Candidate TitlesOnline- Candidate Titles• REM Radio FM - REM Radio FM - the leading English language radio station for Spainthe leading English language radio station for Spain. .

Banner advertising and Hyperlink to drive users directly to the BVI websiteBanner advertising and Hyperlink to drive users directly to the BVI website

• Central FM Central FM – the website is continually promoted on-air and receives over – the website is continually promoted on-air and receives over 258,000 hits each month. Banner advertising and Hyperlink to drive users 258,000 hits each month. Banner advertising and Hyperlink to drive users directly to the BVI website.directly to the BVI website.

• British Expatriates Websites British Expatriates Websites – selected websites dedicated to the British – selected websites dedicated to the British Expatriate community throughout Spain , in particular Costa Del Sol. Expatriate community throughout Spain , in particular Costa Del Sol. Banner advertising and Hyperlink to drive users directly to the BVI website. Banner advertising and Hyperlink to drive users directly to the BVI website.

Response Handling & Data Response Handling & Data CaptureCapture

• A BVI microsite is created for the programme and the site address will be A BVI microsite is created for the programme and the site address will be featured in all media.featured in all media.

• Respondees are driven to this tailored website. Ideally a tour operator partner Respondees are driven to this tailored website. Ideally a tour operator partner will be happy to support the campaign with an ‘online’ offer will be happy to support the campaign with an ‘online’ offer

• A simple data capture mechanism is proposed. Respondees will be asked for A simple data capture mechanism is proposed. Respondees will be asked for contact details including email to opt in for future opted in marketing contact details including email to opt in for future opted in marketing communications communications

• The microsite will contain tracking to enable measurement of the campaign The microsite will contain tracking to enable measurement of the campaign successes across all media channels.successes across all media channels.

• Respondees will be able to register for digital brochures. The content for these Respondees will be able to register for digital brochures. The content for these will originate from existing literature. These brochures will be hosted onlinewill originate from existing literature. These brochures will be hosted online

• Total Response Handling & Data Capture Budget £ 25,000.00Total Response Handling & Data Capture Budget £ 25,000.00

Next StepsNext Steps• Estimate approval and activity bookingEstimate approval and activity booking• UK tour operator UK tour operator