tourism promotion from the perspective of a media...
TRANSCRIPT
Tourism Promotion from the Perspective of a Media Channel
7th UNWTO Asia Pacific Executive Training Program: Tourism Branding & Communications
June 3rd-6th 2013
1. Introduction
– Role of media in tourism promotion
2. Media Choices
– Strengths by media type
3. Media Brands – choosing the right partner
– Audience delivery, environment, creativity,
accountability…
4. Measuring Effectiveness
5. Summary
Agenda
Introduction Advertising Challenges
• Destination advertising increasingly challenging…
– Growth in number of competing destination messages
– Proliferation of media vehicles and platforms
– Multiple new and sought-after source markets
– Difficult to measure ROI and re-invest accordingly
– Risk of wasteful and ineffective communication
Introduction Role of Media in Tourism Promotion
• Important to step back and focus on end-goals of destination advertising
Increasing brand awareness and appeal
Bringing brand message to life through relevant media
Forging strong, meaningful, lasting emotional connection with travellers
Targeting markets and consumers offering high growth potential
Accelerate the potential for conversion of interest to booking
through
1)
2)
3)
4)
Destination advertising is the message
Media is the amplifier of that message
Decision making on media platforms, channels, titles, sites
is of critical importance
Introduction Role of Media in Tourism Promotion
• Media planning not a simple task
Have to reach…
…with the right message
the right people
in large numbers
in a receptive mood
in an appropriate environment
at the right time
in the right location
on the right platform(s)
with the right frequency
preferably with the right media brand values
• No single medium can do this
– Important to understand the relative strengths of each
Media Choices Strengths of key media types
• Wide reach
Universal, daily medium
• Targeted
Via channel / content association
• High impact
Engage more senses: sight, sound, motion
• Convey core brand image
Mood, emotion, personality
• Big-brand status
Platform of choice for world’s leading brands
• Brand gravitas
From image of media owner and ad environment
• Share of voice
Competing head-to-head with main competitors
TELEVISION ONLINE
• Targeted reach
Geographic, by site, behavioural
• Interaction
With advertising, brand
• Click through
To destination web site
• Complement to TV
Same/similar creative
• Creative flexibility
In content and execution
• Accountability
Impressions, clicks, referrals
• Sustained presence
e.g. between bursts in other media
Media Choices Strengths of key media types
• Reach
Mass reach for national newspapers
• Targeted
Can be very niche
• Detailed and informative
Ads can convey more information
• Credible
Print lends legitimacy / no risk of spam or viruses
• Brand gravitas
Serious, credible: positive for business travel
• Tangibility
Ad has more lasting presence
PRINT OUTDOOR
• Mass reach
• Targeted
By location only
• Visibility
Good for awareness building
• Longevity
24x7 exposure
Frequency
Media Choices Strengths of key media types
SOCIAL MEDIA
• Direct engagement dialogue with travelers
• Tactical messaging e.g. seasonal promotions
• Target audience feedback
Real-time customer service
MOBILE / TABLET
• Targeted reach
• Anytime/anywhere reach
Out-of-home, prime/non-prime
• Interactivity
With advertised brand
• Modernity
Advertisers in tune with today’s tech
• Complement to TV / online
Similar creative
• Creative flexibility
In content, execution
• Click through
To destination web site, app
Media platforms are tools, not strategies.
Each platform to be used based on its…
— Specific role in communications mix
— Desired impact within greater comms strategy
Media Brand Choice Key Considerations
• After identifying appropriate media platform(s), need to determine
which media brands to use
Key Considerations
Audience Delivery:
Advertising Environment:
Creative Excellence:
Accountability:
Intangibles:
(besides cost!)
Geography
Quantity and quality
Targeting vs. wastage
Content and ads
Ideas, quality, production, execution
Proof of delivery, effectiveness
Brand fit / values, relationship, partnership
Audience Delivery Size, profile and degree of wastage
Quality and Quantity
45% Profile
Index 150
42% Profile
Index 140
Media brand A Media brand B
Total Audience
Int’l Travellers
Targeting and Wastage
30% Weekly Reach 15% Weekly Reach
80%
Business
20%
72%
Leisure
28%
Incidence of int’l travel within total population is not high = risk of wastage
% Adults taken 1+ international trip
by air in past 12 months
Base: Adults 25-64 in HK, Mumbai, Delhi, Seoul, Bangkok, KL, Taipei, Jakarta, Manila, Singapore. Source: Ipsos AsiaBus, Sep 2009
Targeting & Wastage Defining the right target audience
• Media should be judged on their ability to reach the most relevant travel target audience
Personal / household income
Job status / title
Socio-economic class
Passport ownership
Psychographics
e.g. “I like to explore new cultures”
Directly Relevant Target Audiences
Surrogate Target Audiences
Recent travelers
Frequent travelers
Leisure / business travelers
Domestic, short / long-haul travel
Regions / countries flown to
Choice of media measurement currency can
help or hinder targeting
e.g. Two types of TV audience measurement:
— Traditional TV ratings
— Targeted media surveys
Display Unit
Base Unit
Transmission
Unit
Remote Meter
TV Audience Measurement Ratings via Peoplemeter Panels
Advantages Disadvantages
Continuous
Electronic
Detailed
Accepted
In-home only
TV only
Limited demographic info
Intrusive
TV Audience Measurement Targeted Media Surveys
Advantages Disadvantages
Any viewing, anywhere
Multimedia
Targeted
Rich demographic info
Minimal respondent burden
Recall-based
Non-continuous
Limited viewing info
Syndicated surveys of media consumption
among targeted populations
e.g. Top 20% income earners
Senior business people
Advertising Environment Choose the company you keep
Local/national media can struggle to provide the appropriate advertising
environment for campaigns targeting affluent consumers
High levels of clutter
Adjacent to locally focused, mass-market advertising, e.g. car dealerships, fast food
Juxtaposition of international destinations with predominantly local attractions
US Broadcast Network
National
1) Autos
2) Telephone - Wireless
3) Dept. Stores
4) Quick Service Restaurants
5) Trucks
6) Motion Pictures
7) Credit Card Services
8) Financial Investment Services
9) Computers
10) Beer
Top Ad Categories:
Source: Nielsen Ad*Views Jan-Dec 2012
Creative Excellence Media selection is only the start….
TV commercials
Program sponsorship
Segment sponsorship
Advertorials
Web sites
Micro-sites
Mobile sites
Apps
…What you do with it is equally important
…as is choosing the right media brand to work with
Short Form Commercial Film ‘Croativity’ produced by CNN TCP, with Croatian cellist and ambassador Ana Rucner
CROATIAN NATIONAL TOURIST BOARD (CNTB)
Sponsorship of CNN Business Traveller 30 min show on CNNI EMEA - 10sec billboard, 30sec TVC attached to the show; co-branded
promoTV/Online
Creative Excellence Leveraging Media
Media Brand Choice
Accountability
Media buying as much an art as a science
Destination advertising can seem like a leap of faith!
Much easier to pinpoint advertising cause and effect in other
product/service sectors
– Can track advertising to sales for FMCG, and usually for hotels and airlines
– Destination advertising is different
Difficult to isolate advertising as a single factor influencing destination selection
Trip may occur months or even years after first ad exposure
Intangibles are everything: image, mood, atmosphere, culture…
How to measure campaign effectiveness / ROI?
Measuring Effectiveness What to Measure?
How many people saw the campaign? (Reach, Impressions)
How often? (Average Frequency)
At what cost? (Cost per thousand)
Difference between campaign metrics…
…and advertising effectiveness
Was the campaign recalled?
Was the ad message understood?
Did the campaign improve the image of the destination?
Did it boost consideration for the destination?
Did it increase preference or 1st choice destination status?
Measuring Effectiveness Main Approaches
• Country/City image surveys
Direct
Indirect
Other
• Bespoke Ad Effectiveness Surveys (Test & Control; Pre & Post)
• Ad Tracking Studies (longer-term, longitudinal)
• Econometric Modelling
Measuring Effectiveness Bespoke Effectiveness Surveys
Any ad recall (for sector)
Destination image (competitive set)
Prompted ad recall (visual prompt)
Ad comprehension (statements)
Ad perception (statements)
Country image perception
City/state/province awareness
Travel intention / consideration
Typical Survey Contents:
Average Campaign Performance (CNN EMEA) CAMPAIGNS INCLUDING SPONSORSHIP
TVC /Sponsorship Recall
Positive Interest in Ad*
50%
Effectiveness (uplift) in…
Source: CNN CARD System 2012 – BDRC Continental Research Model. Pre / Post Or Test / Control methodologies.
Exposure & Appreciation
among CNN viewers Averages across campaigns
Shifts between Test (Post) & Control (Pre)
Spontaneous
Brand
Awareness
+7%
Spontaneous
Ad Awareness
+25%
Purchase
Intent**
+110%
Prompted
Brand
Awareness
+11%
Prompted
Ad Awareness
+23%
Tagline
recognition***
+73%
Measuring Effectiveness Benchmarking
81%
Measuring Effectiveness Ad Effectiveness Surveys
Do’s
• Use a recognized technique
– Test & Control
– Pre & Post
• 3rd party research company
• Appropriate respondent criteria
• Sufficient sample for sub-group analysis
• Ask for statistical significance (% +/-)
• Show ad creative (all platforms)
• Consistent image attributes
• Benchmarking
• Keep it short, simple, balanced
• Act upon the findings
Don’t’s
• Try to conduct in-house
• Farm out to lowest-cost online panel
provider
• Cut corners (sample size/quality)
• Overload the respondents
• Ask leading or hypothetical questions
• Ignore the findings
TRAVEL AND TOURISM
February 2013
A Global Study of CNN Consumers’
Perceptions and Behavior in Travel
Measuring Effectiveness Country Image Surveys
Key factors: Safety, Price and Reputation
Knowledge and availability of info and diversity of activities in the Top 5
67% 60% 58% 55% 54% 53% 51%
47% 43% 43%
Security & Safety
Source: CNN Consumer Connect – Travel & Tourism 2012 Base: All respondents worldwide from English CNN websites - 3,023 Q: Which of the following are the most important factors when choosing your holiday destination - both in terms of the Country and the Accommodation for your vacation? Please select as many as apply.
Price Reputation Knowledge and availability of information
Diversity of things to do, amenities
Prior experience
Recommendations from friends and family
Environment, cleanliness
Offers unique and special experience
Ease of access
39% 35% 32% 26%
Reviews from other travelers
Quality of service
Recommendations from experts
Promotional offers
HOLIDAY DESTINATION DECISION MAKING FACTORS
27
DESTINATION PERCEPTION
28
One of the fastest growing tourism destinations
An established, welcoming destination
Tourism is helping to boost this
country’s economy
Has attractive business investment opportunities
Beautiful scenery/ natural environment
Rich in culture/ heritage
Safe to visit Good value for money
Environmentally friendly
Australia
Bangladesh
Bhutan
Cambodia
China
Fiji
Hong Kong
India
Indonesia
Japan
Macau
Malaysia
Maldives
Micronesia
Mongolia
Nepal
New Zealand
Papua New Guinea
Philippines
Singapore
South Korea
Sri Lanka
Taiwan
Thailand
Vietnam
Summary
Challenging times for tourism advertising and for media companies
– Competition, fragmentation
Destination advertising is the message; media is the messenger and amplifier of
that message
Decision making / emphasis should be as much on media selection and
implementation as on ad creative development
Media planning complex and each medium has own strengths
– Use in accordance with role / desired impact in comms strategy
Media brand choice no less critical
– Key considerations: audience delivery, ad environment, creative excellence,
accountability…..