Tourism & Transport Forum

Tuesday 3rd May, 2011

Rohan Lund

ONLINE CAN’T BE IGNORED

85% of the population check the internet before planning a trip

The Internet is the most useful media source for travel or holiday bookings

9,678

4,256

1,184 1,166 1,105468 189 113 110 91

52.7%

23.2%

6.5% 6.4% 6.0%2.6% 1.0% 0.6% 0.6% 0.5% 0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

0

2,000

4,000

6,000

8,000

10,000

12,000

Internet Don't Know TV Newspapers Catalogues Magazines Direct Mail Outdoor Radio Cinema

Media Most Useful For: Travel or Holiday Bookings

Total Population aged 14+

Source: 2010 S10 National Survey -The Nielsen Company, Friday, April 29, 2011

FOR TOURISM, THE INTERNATIONAL AUDIENCE IS KEY

229 million UUs

139 million UUs

208 million UUs

650 Million (a month) Yahoo! Unique Users

That’s nearly half of all Internet users!Source, comScore Media Metrix, February 2011

THREE EMERGING WAYS TO CUT THROUGH THE NOISE…

Content to Inspire

Content to Inspire

Targeting Social Deals

INTEGRATED CONTENT: CASE STUDY “TOURISM NORTHERN TERRITORY”

Tourism Northern Territory had three key destinations to promote~ Darwin, Red Centre & Kakadu

The Spirited Travellers are not your average holiday goers. They seek an active holiday, in natural settings and learning about cultures inspires them.

Yahoo!7 recommended taking the Spirited Traveller on a virtual journey, discovering the region through the eyes of another.

The Branded Video Destination became the hub for the virtual journey and a media first for the travel category in Australia. Continuous to get great traction overseas.

TARGETING: CONNECT TO THE RIGHT AUDIENCES

Consumer Connect

Audience Match

Behavioural Targeting Custom Segment Targeting

Search Retargeting Site Retargeting Reverse Pixel Targeting

Client Site Retargeting System / Browser Targeting

Demographic Geographic Time of Day Targeting

Run of site Contextual Targeting

Audience Segmentation by Content Type

123 X = 247,968 ads6 X 8 X 42

123Routes

6 PricePoints

Per Route 42Images

8 Background

Layouts

ONE CAMPAIGN = 247,968 DYNAMIC AD VARIATIONS

LEVERAGING SOCIAL THROUGH GROUP BUYING

SPREETS – TRAVEL DEAL CASE STUDY

247 vouchers sold

Value of email campaign: $ 95,715

Value of search engine marketing equivalent: $64,152

Total Value of marketing campaign: $159,867

Cost to Castaways Mission Beach= $0

$197,283 revenue

FOUR TAKEAWAYS…

1. Know your audience. If the intended audience is Asia, then online is even more critical

2. When building your brand use Content to inspire

3. Be efficient and Target your offers to cut through the noise

4. Be effective with Social and use quality offers to stimulate conversations