START

Effectiveness report on Israel Joint Media Campaign

January-March 2015

2

Dear partners!

Coral Travel Ukraine expresses you its respect and sincere

gratitude for cooperation. We highly appreciate the

support of Israel Ministry of Tourism for promoting

destination Israel in Ukraine.

Effectiveness report

Israel destination

3

With the aim of enhancing tourism to Israel from Ukraine, Coral Travel conducted in January- March 2015

the activities that included the most efficient marketing mix: Internet and Outdoor advertisement.

By these two tools we got highly effective reach and frequency of the target audience.

Internet ad (search ad and banner ad) – is a selling media

Outdoor ad – is a supporting and coverage media

Effectiveness report

Israel destination

4

МАРКЕТИНГEffectiveness report

Israel destination

Media consumption for target audience: outdoor is media #2 by coverage (TV is the most expensive media)

TV

Ou

tdo

or

Tra

nsp

ort

Me

tro

Inte

rne

t

Ra

dio

0

20

40

60

80

100

50

100

150

92 92 90 82 75 53

100 97 99 101

127112

Co

ver

pe

r m

on

th, %

Affi

nity

, %

Outdoor Pros:

Regional impact, geo targeting, image delivery, recognizable visual and easy identification of Israel destination and Coral Travel. It provided wide coverage.

Data: TNS MMI' 2015 TA: 25-55, high income, cities of 500K+

Cover 1+% (red numbers) - amount of people from Target Audience that contact with advertisement at least 1 time. Affinity, % (white numbers) shows ratio between Target Audience rating and total Audience. It indicates the quality of contacts with advertisement.

Internet Pros:Internet is the most affinitive and proper media for Target Audience with high income. It ensures quality audience with regional and demographic targeting possibilities.

5

In our Outdoor campaign in January-March 2015 we focused on the biggest cities of Ukraine: Kiev, Odessa, Dnepropetrovsk, KharkovNumber of constructions was optimal for effective coverage of cities that provided the high level of visibility during campaignTotally 45 per flight of campaign (135 for 3 months)Large format 6*3 and 4*3 of billboardsLocations: city centre and the main transportation roads

Odessa

Dnepropetrovsk

Kharkov

Kiev

10

10

10

15

Effectiveness report / Outdoor

Israel destination

6

KyivKharkiv

Odessa

Dnipropetrovsk

Effectiveness report / Outdoor

Israel destination

Kharkiv is the second-largest city of Ukraine. It is a major cultural,

scientific, educational, transport and industrial centre. The population is 1

452, 900

 Dnipropetrovsk is Ukraine's fourth largest city, with about 1 000 000 inhabitants. Dnipropetrovsk is a

powerhouse of Ukraine's business and politics as the native city for many of the

country's most important figures.Odessa is the third largest city in Ukraine with a population of 1 003705.

The city is a major seaport and transportation hub located on the

northwestern shore of the Black Sea. Odessa is a warm water port also an a

multiethnic major cultural center.

Kiev is the capital and largest city of Ukraine, located in the north central part of the country on the Dniper River.

The population is about 2,847,200, making Kiev the 8th largest city

in Europe. Kiev is an important industrial, scientific, educational,

and cultural centre of Eastern Europe.

7

Effectiveness report /Outdoor

Israel destination

For each city we defined number of boards in order to cover 40% of TA at frequency 5+ (40%@5+) for each month of campaign

Media efficiency benchmark was defined by level of reach/frequency for the approved budget

What was the algorithm of campaign?On the next slide you will see how we determined the quantity of constructions necessary for effective coverage for each city.

Kyiv Kharkiv

Odessa

Dnipropetrovsk

8

1. To set objectives of Coverage/Frequency levelfor each city and calculate daily GRP needed

Coverage/Frequency goal

Quantity of construction

Average rating (RP)of construction

Daily GRPs2. Sum of daily GRPs are divided by…

3. …average rating of site by each city (considering

of rating optimization during site selection)

4. Result: number of sites needed to each city=

/

Effectiveness report / Outdoor

Israel destination

9

Effectiveness report / Outdoor

Israel destination

We reached the following results during our Outdoor campaign during January- March 2015

GRP Daily (Gross Rating Point Daily) – the total number of in-Market impressions delivered by an OOH schedule expressed as a percentage of a market population. OTS (opportunity to see) - a basic measure of media exposure. The possible quantity of visual contacts with OOH tools during period.

City QuantityGRP per total

UnitsOTS per day per total qty

OTS per month

Average optimized

GRP per unit per campaign

Average city GRP per

unit

Kiev 15 22 660 000 19 800 000 1,5 0,96

Kharkov 10 20 230 000 6 900 000 2,0 1,5

Dnepr 10 20 200 000 6 000 000 2,0 1,45

Odessa 10 18 198 000 5 940 000 1,8 1,72

10

We had the efficient outdoor campaign for the following reasons:

High quality media tools choice Only traffic places Relevant ad proposition and consumer benefit (sightseeing tour) Bright creative image of the campaign Special action for the tourists - «buy the trip to Israel and get for free the excursion to Jerusalem»

Effectiveness report / Outdoor

Israel destination

11

Effectiveness report / Internet

Israel destination

In our Internet campaign we used the most effective and appropriate split of the tools:

• Banner advertisement with targeting on the relevant and affinitive resources

• Context advertisement support

• Landing page - a special lead capture page that specialists of Coral Travel created for Israel Internet Campaign. It contained the most important information/advantages and images for holidays in Israel.  Our Search and Banner Advertisement brought all the viewers to the landing page and it generated the calls and the electronic requests that were processed by the call center. http://israel.coraltravel.ua/

12

Effectiveness report / Internet

Israel destination

Banner Advertising Admixer Network - coverage package with a high level affinity. Placement of Banner on this resource covered our Target Audience in the effective frequency and at reasonable CPM.

Turne.com.ua – profile travel portal with a high concentration of our target audience. It allowed us to

bring the advertising message and to reach our target audience during the campaign period.

Google/Yandex Search – an efficient tool that allowed to lead targeted traffic to landing page and provided high conversion rate. Yandex and Google are the most popular search engines in Ukraine. We selected the relevant words and phrases, by search of which our advertisement was shown. As a result - the advertising message was shown only to the interested audience.

CPM – is the cost per thousand impressions

Affinity - the index that shows the ratio of target group rating to the rating by the population as a whole

13

Effectiveness report / Internet

Israel destination

Landing page of Internet Campaign

14

Effectiveness report Internet

Israel destination

received 16 552 228 impressions we reached 2 262 574 unique visitors average CTR was 0,26% received 42 844 clicks average CPC (cost per 1 click) 7,93 UAH average СPM (cost 1000 impressions) 20,52 UAH

We reached the following results during our Internet campaign in January- March 2015

15

The best activities in tourism from Coral Travel