Tourism New Zealand win PATA Gold Award for marketing

PATA Gold AwardsTourism New Zealand‘s 100% Middle-earth, 100% Pure New Zealand campaign has once again been recognised on the world stage, with its latest win the prestigious Pacific Asia Travel Association (PATA) Grand Award, Marketing. 

The annual PATA Gold Awards recognise tourism organisations that have made outstanding contributions to successfully promote the travel industry in Asia Pacific.  This year, more than 180 entries from 66 organisations and individuals worldwide were received.  The award will be formally presented to Tourism New Zealand on 19 September at the PATA Gold Awards Luncheon as part of the PATA Travel Mart in Cambodia. 

The Marketing Award will be presented to Tourism New Zealand for its “100% Middle-earth, 100% Pure New Zealand” campaign.   Tourism New Zealand aims to leverage the huge media and consumer attention that The Hobbit Trilogy has and will continue to achieve, and convert that attention into travel to New Zealand – the country where the movies were made.  The campaign, developed in partnership with The Hobbit moviemakers Warner Brothers and Weta Workshop, has been the primary marketing campaign for Tourism New Zealand in its key offshore markets. The Hobbit and associated marketing campaigns have been a significant contributor to visitor arrival growth to New Zealand over the last 18 months. 

As an international marketing body it is incredibly encouraging to receive acknowledgement of our campaign activity from fellow international tourism bodies and professionals – and we are extremely proud to receive this award“, says Kevin Bowler, Chief Executive Tourism New Zealand. 

Our 100% Middle-earth, 100% Pure New Zealand campaign continues to go from strength-to-strength, and it is fantastic to receive such significant acknowledgment as we gear up to launch our activity to leverage the third and last of The Hobbit movies – set to be released later this year.

Holiday arrivals into New Zealand for the year-ending May 2014 were up 8.9 per cent on the previous year with key target market for the Middle-earth campaign, the United States showing 15.3 per cent growth in holiday arrivals.

Voice interaction is changing the face of travel marketing – Travolution.co.uk

call centreWe all want to acquire new customers and gain the loyalty of existing ones – but what is really the key to achieving this? Travel brands are increasingly focusing on the digital journey to support the customer objective, but this does not help anything if the offline customer journey is ignored. It’s not just all about online interactions; there is still a real value in doing business over the phone.

It makes sense to focus on online, especially as in 2013, 72% of all adults bought goods or services online, up from 53% in 2008. The constant evolution within social media have dragged businesses’ attention to social and digital platforms. However, when it comes to actual conversions, 65% of businesses consider phone calls to be their highest-quality lead source. This is where the human side of the customer journey comes into play and the point at which the voice can make or break the sale.

travolutionvia Guest Post: Voice is changing the face of travel marketing – Travolution.co.uk.

Why Priceline’s peers are struggling to maintain operating margins » Market Realist

By Smita Nair • Apr 29, 2014 9:00 am EDT 

Operating margins

Priceline and its peers such as Expedia (EXPE) and Orbitz Worldwide (OWW) have been investing in marketing and promotion, technology, and personnel in an attempt to improve long-term operating results, but these expenses have pressured operating margins. Priceline’s management said on the earnings call that “operating margins were impacted by 146 bps of deleverage and offline advertising mainly related to our Booking.com TV campaigns in the U.S. and Australia and the inclusion of KAYAK offline advertising.” Although Priceline has managed to efficiently improve its margins, its peers have struggled.

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In 2013, Priceline’s total online advertising expense was approximately $1.8 billion, up 41.2% year-over-year. A substantial portion of this was spent internationally through Internet search engines, meta-search and travel research services, and affiliate marketing. The company has worked on building brand awareness for Booking.com, Priceline.com, Agoda.com, KAYAK, and Rentalcars.com via aggressive marketing and promotion campaigns. It said it uses online search engines (primarily Google), meta-search and travel research services, and affiliate marketing as primary means of generating traffic to its websites. It also invested approximately $127.5 million in offline advertising via television, print and radio.

Priceline said its online advertising ROIs were down year-over-year for 2013. Its online advertising as a percentage of gross profit has increased due to lower returns on investment (ROIs) from online advertising, brand mix within the group, and channel mix within certain of its brands. Plus, its international brands are generally growing faster than U.S. brands, and usually spend a higher percentage of gross profit on online advertising.

Priceline CEO Darren Huston said in a Bloomberg interview that the company spends more on search ads on Google, and that results from Facebook (FB) and Twitter (TWTR) haven’t worked out for the company. Huston said in the article that the ad spending would be modified to include TripAdvisor Inc. (TRIP), the KAYAK travel search engine, and Expedia’s (EXPE) search site Trivago. When asked about the emergence of Google as a potential competitor, Hudson said he was not worried, adding “Google of course respects us as an advertiser.”

Expedia mentioned in its annual filing that its marketing channels include social media sites such as Facebook (FB) and Twitter (TWTR). The marketing initiatives also include promotional offers and traveler loyalty programs such as Welcome Rewards and Expedia Rewards that are recorded under its expenses. Orbitz (OWW) said in its annual filing that its marketing expense increased 16% or $39.5 million to $292 million, due largely to the growth of its private label distribution channel, which increased affiliate commissions by $23.5 million, and search engine and other online marketing of $32.7 million.

via Why Priceline’s peers are struggling to maintain operating margins » Market Realist.

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Fueled by data, individualized ads profoundly changing travel sales – Travel Weekly

Employing a growing paradigm known as “programmatic advertising,” suppliers are bidding against each other for the opportunity to follow their customers across the Internet, and the results could forever change how travel is marketed and sold directly to consumers. That’s because as they follow their customers around the Web and social media services, suppliers are mixing and matching data about those customers’ browsing, searching and spending habits with their own company data to present consumers with highly individualized, real-time ads that personalize everything from product features to price and value add-ons. For example, a traveler might begin a search for a ticket on an airline’s website, then either buy it or leave without completing the purchase, moving on to another site. By being able to follow the customer to the next and subsequent sites, the airline can continue targeting that individual with an ad offering a seat upgrade if they bought the ticket or a slightly discounted fare if they did not.This type of marketing is made possible by combining existing models of online advertising and adding in two new elements to create a potent data stew. First, suppliers are joining two data sets: the company’s own data from loyalty programs and customers’ purchase histories with contextual data derived from tracking their Web browsing in real time, a mix familiar to users of Google. To that data blend, they are adding two elements to create programmatic advertising.

via Fueled by data, individualized ads profoundly changing travel sales – Travel Weekly.

Kayak Drops TripAdvisor Hotel Reviews, Adds Its Own User Ratings – Skift

Now that TripAdvisor has launched Kayak-like hotel metasearch, the two companies are competing head to head for the first time.

That’s the context for a new feature that Kayak is introducing today: User rating scores to rival TripAdvisor’s Popularity Index for hotels.

And, as part of Kayak’s changes, which also includes a redesigned homepage, it is not-so-coincidentally dropping its use of TripAdvisor user reviews.

via Kayak Drops TripAdvisor Hotel Reviews, Adds Its Own User Ratings – Skift.

25 Mind Blowing Email Marketing Stats

by on Jul 12, 2013

According to a study by ExactTarget, 77% of consumers prefer to receive permission-based marketing communications through email.
Read and share these awe-inspiring email marketing stats and learn more about ExactTarget and Salesforce here: http://bit.ly/18dFmTT