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UK Media - Updated 19th May 2009./

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Q4. 2008 The Brief./

Campaign Objective:

-To generate awareness of BVI as upscale destination -Present as luxury holiday choice -Generate traffic to website

Media Objective:

-Establish brand credentials amongst audience -Differentiate BVI from other holiday destinations -Promote destination USP’s -Engage consumers

Audience:

-Long haul leisure travellers / visited Caribbean in last 12 months

Timings: Dec 08 - Jan 09

Budget: £150k

Other considerations: New creative available 2009

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The Campaign./

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The BVI Diaries./

The Solution…..

-A partnership with one of the UK leading news groups – The Daily Telegraph -A stand alone BVI micro-site on the Telegraph.co.uk - travel pages -Support and promotion in the main newspaper/magazine

The Numbers…..

-The Daily Telegraph is bought by over 850k individuals a day -The website is visited by more than 22.9m unique users worldwide a month -The travel site pulls in 8.8m page views a month -The core demographic of The Daily Telegraph is ABC1 Adults 40+, London & SE bias

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The Agreement./

-3 x Page Advertorial BVI Feature within the Saturday Telegraph Magazine

-6 x 20x2 promotion ads in paper

-A 4-5 page bespoke microsite

-8 x 3min specially commissioned short films/videos (shown on site)

-Specially commissioned photography

-A competition / promotion (providing a data-capture opportunity)

-Co-branded traffic-driving inventory both online and offline.

-Links to www.bvitourism.co.uk

-Opportunity to test new BVI creative

-Pre & Post research questionnaire to Telegraph reader panel

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The Agreement./

-Campaign to start w/c 19th Jan

-Activity will last for 5 weeks (Subject to visitor numbers)

-Campaign will reach 52,000+ (12.7%) of targeted ‘AB’ individuals (Press)

-Campaign will reach 4m+ (8.3%) of ALL Adults (Press)

-Campaign will be seen on average 4.48 times (Press)

-Unique visitors to microsite 18,000 (est.) / page impressions 60k (est.)

-Client Cost = £150k

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The Activity./-The Magazine Advertorials

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The Activity./-The Newspaper pre-promotes - examples

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The Activity./-The Telegraph.co.uk - Co-branded Traffic Drivers

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The Activity./-The Microsite / Short Films

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The Activity./-The Holiday Offer /BVI site links & DDA Creative

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Added Value./

-This is the additional promotional activity negotiated during the campaign above and beyond the initial agreed activity….

-Promotional Puffs – On the main telegraph Site on launch day (5m impressions) -Link from Travel Home Page (250k click –thrus) -Inclusion within - Telegraph.co.uk – (Feb issue) email bulletin (71k recipients) -Additional value to campaign = £91,000

-How they looked….

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In Addition./

-As the campaign ran, we felt that in order for the Telegraph to achieve the agreed target of 18K ‘Unique Users’ to the microsite, an additional competition mechanic should be added to the activity.

-This included an ‘Request for Information’ button that also provided us with data capture…

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Results./

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Campaign Results./ (To date 11/5/09)

-Press

Planned Achieved-BVI targeted Universe = 411k -Campaign Reach 52k (12.7%) 53.4k (13%)-GRPS (reach x frequency) 56.9 60.0-Frequency - Opportunities To See 4.5 4.62

-All adults= 48m

-Campaign Reach 4.06m (8.3%) 4.6m (9.4%)-GRPS (reach x frequency) 37.4 43.4-Frequency - Opportunities To See 4.5 4.62

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Campaign Results./ (To date 11/5/09)

-Online

Planned Achieved

-Microsite Unique Users 18k 16.3k (91%)

-Microsite - Page impressions 60k 34.5k (58%)

-Traffic Drivers – MPU/Banners/Skys 2.1m 2.14m (102%)

-Links to BVI Site – Page impressions n/a TBC

-Holiday Offer – Page impressions n/a 1.6k

-DDA Creative – Hits to BVI Website n/a 301 (0.87%r*)

-Competition entries (rum) n/a 3,175

-Further Info Requests (Apr/May competition) n/a 738

* r = response rate (est.)

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Conclusions./

-Campaign highly targeted to core audience

-Activity presents brand in credible, trusted & quality environment

-Project creates differentiation from local and global competition

-Activity ‘engages’ consumers rather than ‘tells’ them

-Campaign begins to ‘Tell the BVI story…’ therefore creating ‘Word of Mouth’

-Unique User target was ‘just’ short of 18k predictions

-Press Campaign was seen by over 53k+ ‘AB’s’

-Press Campaign was seen by over 4.6m+ individuals

-Request for ‘More Information’ response figures high = 20%+

-Agreed Cost = £150k

-Total Campaign Media Value = £249,000+

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The End./