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Ia Orana Partners,
We are delighted to bring you several updates on our 2008 advertising program. In this issue, we will outline all of the active elements contributing to a better understanding of our 2008 advertising campaigns.
TTNA would like to thank all of our partners for the time and effort they have put forth for the launch of the 2008 co-op campaigns.
Mauru’uru roa!
Tahiti Tourisme North America
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Spring 2008 Co-Op Tactical Campaign (Kickstart III / Why Dream in Color) |
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Campaign Direction
The Kickstart III, “Why Dream In Color” campaign is a continuation of the 2007 Kickstart II co-op tactical campaign, designed to help curtail the current market softness and to respond to consumers seeking “value” while considering their next vacation.
To address “value”, the Free MAP program, which was used successfully in the previous campaign, has been incorporated in this advertising campaign along with a tiered package approach.
The Free MAP program was designed to increase bookings for the low season from October 2007 through March 2008. In addition, it was created to encourage bookings through the shoulder season (April- May), as well as the remainder of 2008.
This program was conceived through close collaboration with our partners: Air Tahiti Nui, our Tahiti Hotel Partners, and our opt-in Tour Operator partners: Happy Vacations, Islands Escapes…by Goway, Islands in the Sun, Pacific Holidays, and Tahiti Legends.
Campaign Budget
Below is a breakdown of the campaign budget:
$670,000 TTNA
$200,000 Air Tahiti Nui
$180,000 Opt-in Tour Operator Partners
$1,050,000 Total Campaign Funding
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Free MAP Program
The
Free MAP program was implemented to provide not only a “value for
money” feature, but also to facilitate a multi-island destination
approach for the campaign.
Our team appreciates the support of each of our partners that have assisted in the completion of this program.
Additionally,
consumers are provided with a tiered offer utilizing the MAP program.
For January through early March the offer featured two price points – a
beach bungalow package or an overwater bungalow package.
Beginning
March 6, the package product will expand to also include a garden
bungalow package, ultimately offering a three-tiered package pricing.
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Flash Banner Display Ads
Online banner display advertising represents one of the major tools in this campaign. It allows us to drive a tactical offer while showcasing the beautiful images of our destination.
The banner placements are constantly monitored and optimized in order to ensure and provide the best performing sites and banner creative to our target market in the most cost effective way. This allows us to efficiently drive our target consumers through to the landing page, and ultimately to lead creation.
This campaign is utilizing banner ads on past performing sites as well as new sites that are highly visited by our target market.
The following sites have been incorporated in this campaign:
Past Performers:
- MSN.com
- Yahoo.com
- About.com
- Weather.com
- Budgettravel.com
- Shermanstravel.com
- Luxurylink.com
- Theknot.com
- Weddingchannel.com
New Sites: - Yahoo.com (Right Media)
- NewYorkTimes.com
Online Networks:
- Travel Ad Network
- Kontera
- Quigo
- Five Start Alliance
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Email Marketing
Email Marketing is a productive way to reach the consumers directly and to induce consumer response. This cost effective communication tool has proven to be very effective in the past and therefore remains a crucial component in this campaign.
Email blasts will be sent through the following publishers e-mail databases: - Theknot.com
- About.com
- Budgettravel.com
- Shermanstravel.com
- Weddingchannel.com
- Luxurylink.com
- NewYorkTimes.com
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Call-to-Action
The primary call-to-action process is associated with the landing page (click on the image to the left) featuring three distinct
action items and generating actionable leads to the opt-in partners.
The leads from the following elements are rotated to the five partners.
1. 1-877-GOTAHITI to speak to a live booking specialist.
2. Plan your own vacation and get a quote, using the Planner Lead Tool.
The request is directly routed and transmitted to one of the five
partners, in real time.
3. Special package vacation deals, featuring Garden, Beach, and
Overwater Bungalow pricing.
Requests for these packages are also
rotated to the campaign partners.
Through the above three calls-to- action, the five opt-in partners have
averaged over 20 leads a day, seven days a week, from January 1st to
the present. |
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2008 Honeymoon Program |
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The 2008 honeymoon program is an evolution of the “Why Dream in Color” print creative using the tagline: “Not a relative in sight”
This campaign is envisioned to help drive Tahiti’s brand awareness in the Honeymoon market and to support our tactical advertising.
The Honeymoon ads are placed exclusively in top selling bridal publications including Brides, Modern Brides, and Martha Stewart Weddings.
The honeymoon program consists of a co-op awareness campaign involving two of our Preferred Tour Operator partners: Islands in the Sun and Tahiti Legends.
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2008 Print Awareness Campaign |
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Print advertising
represents another key element in our 2008 advertising program.
Awareness supports our tactical online efforts within our target
market. “Why Dream in Color” print ads are placed in high-end, niche
publications with an affluent and educated reader base.
TTNA fully
funded the Spring 2008 Print Advertising Campaign and has worked very
closely with Islands Magazine, Budget Travel and Sherman’s Travel on
securing optimal insertion placements
The print creative focuses on the stunning imagery of Tahiti, using the
four colors of the “Why Dream in Color” campaign.
The image promotes
the entire destination to a larger base by using the tagline: “ There
is a Tahiti for everyone” |
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Branded Desktop Application (BDA) |
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The Branded Desktop Application (BDA), aptly titled “Tahiti Live”, is a downloadable desktop application that includes real time offers as well as several other features.
The BDA remains active at all time and provides a strong viral marketing tool. The “Tahiti Live” application displays real time weather by island, a flash image slideshow, partners' posted special offers, several links to the planner lead tool, interactive maps, and a “send to a friend” feature.
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Public Relations Support |
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The Public Relations effort to support the current advertising program was implemented in order to increase exposure, enhance messaging, educate consumers, and generate additional editorial coverage. The PR team initiated a comprehensive Content Management program in July of 2007.
This program was created in order to identify a wide variety of websites that feature Tahiti content, analyze that content for factual errors and omissions, and then establish a rapport with the editors of these websites to encourage them to correct any misleading information.
This process has had very successful results thus far and will remain an ongoing function of the Public Relations efforts.
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Additional Advertising Activities in the Marketplace |
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For all preferred Tour Operator Partners, whether or not they are involved as a
partner in our current campaigns, TTNA offers support of individual
marketing initiatives proposed by each Tour Operator.
Currently
such initiatives are underway with several of TTNA’s Preferred Tour
Operator Partners, with many of the initiatives using a version of the
Free MAP Program.
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Programs Currently Under Development |
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Tahiti Tourisme North America is currently developing advertising programs to address the US travel trade, the dive market, as well as a Canadian advertising campaign. We will keep our partners updated as these programs continue to be developed.
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Banner and Landing Page Links |
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For more information, please contact
us at media@tahiti-tourisme.com
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