B2B TOURISM PROMOTION

Transcription

1 + B2B TOURISM PROMOTION IN RUSSIA, KAZAKHSTAN, BELARUS, UKRAINE daily visits tourism professionals in social networks subscribers registered users with profiles monthly views Autumn-Winter 2014 / 15

2 OFFICIAL MEDIA PARTNER 2014 has brought a lot of unexpected changes in how the tourism business works. Realities force us to review the usual formats of work, to look for new markets and destinations, to change marketing policies, and to break stereotypes about tourist product promotion. We are moving along with the market, sometimes a bit ahead of it, so that we would always have new ways to solve challenges posed to us by our customers. Alexei Vengin company founder, CEO Eighteen months ago, we launched our b2b-portal Profi.Travel, which, instead of simply rubberstamping the conventional model of the «industry media», created a unique resource, where tens of thousands of travel agents increase their professional level, while hundreds of our customers can use modern means of communication with retailers. Among the novelties of this year is a revolutionary format of promoting tourism products - online workshops, which are more economical and more efficient than most offline activities, as well as the project «Know Russia!», which tells business professionals about the domestic tourism market, which most of them are hardly familiar with. Our goal is that every rouble invested in promotion would bring back value to our customers. To that end, we use the most effective tools to work with agencies, whilst constantly expanding our audience. As a leader in covering b2b-audiences in Russia, Kazakhstan, Belarus, we reach practically every agency in every corner of these countries. I invite you to take advantage of our experience and capabilities to promote your business! 2 B2B promotion Marketing Events Training 3

3 COMPANY PROFILE AREA COVERAGE + Profi.Travel has 17 years of experience in tourist product promotion in the b2b market. Our projects professional portals Profi.Travel and TurProfi.ru are leaders in reaching audiences in the entire Russian-speaking world: Russia, Kazakhstan, Belarus, and Ukraine. We use the most modern and efficient tools for online promotion of tourist products and training travel agencies. FIND OUT MORE ABOUT PROFI.TRAVEL ON OUR WEBSITE marketing.profi.travel UA BY Minsk Kiev Saint Petersburg Moscow Kazan RU PROFI.TRAVEL IN FIGURES Data as of August 2014 Samara Rostov-on-Don Krasnodar Sochi Yekaterinburg Astana Krasnoyarsk Novosibirsk Irkutsk Vladivostok Khabarovsk daily visits subscribers KZ Almaty tourism professionals in social networks monthly views registered users with profiles PROFESSIONAL AUDIENCE COVERAGE BY REGION Moscow and Central Russia Urals Northwest Southern Russia Volga region Siberia Tatarstan Belarus Nizhny Novgorod Russian Far East Ukraine Kazakhstan 2,8% 2,7% 2,5% 2,5% 2,2% 7,1% 6,2% 6% 9% 12% 19% 28% 4 B2B promotion Marketing Events Training 5

4 OUR CLIENTS AND TARGET AUDIENCE GOALS OUR PROJECTS REACH OUR CLIENTS National tourism offices Airlines Destination Management Companies Tour operators Online services Hoteliers Tourist information centres in Russian regions BRANDING Company branding, tourism product promotion, sales stimulation, website lead generation. SOLUTION banners e-digest branding teaser ads top placements portal branding Branding Tourist product training OUR WORK SCOPE Information and sales promotion Increasing customer data Attracting attendees and event coverage TOURIST PRODUCT TRAINING Effective integrated approach: training, knowledge testing, awards, and collecting sales contacts from professional audiences in all locations. SOLUTION interactive webinars testing the Tourist Product Introduction package quizzes articles Online tourism workshops Particularities of tourist products Reviews of hotels in popular resorts Analysis of flight programmes INFORMATION AND SALES STIMULATION Wide coverage: one transaction for all locations in Russia, Belarus, Kazakhstan and Ukraine. Geotargeting to only selected locations. SOLUTION exclusive e-newsletters the Rapid Coverage package Sales Promotion package news items e-newsletters the Offer of the Week package teaser ads SPO service Live broadcasts by industry experts Travel agents Freelance tour agents TARGET AUDIENCE Air tickets offices Professional calendar Tour operators INCREASE CUSTOMER DATABASE Customer customer database usage targeted by region, listings include , phone, place of work and contact name. ATTRACTING ATTENDEES AND EVENT COVERAGE PR-events, registration, customer base usage, dispatching journalist and photographer, publication a photo reportage. SOLUTION SOLUTION webinars testing quizzes contests online activities news items with a registration form event report the Event Announcement package events calendar online activities the Event Coverage package exclusive e-newsletters 6 B2B promotion Marketing Events Training 7

5 AUDIENCE OF THE PROJECTS CASE STUDIES PROFESSIONAL LOYAL ACTIVE 92% 3% 92% 8% 55% 17% 16% 12% travel agency tour operator other Profi. Travel 33,8% TurProfi.ru 15% regular new WHAT DO THEY DO ON THE PORTAL? WHERE DO TRAVEL AGENTS READ THE NEWS? } 48,8% 5% READ NEWS, ARTICLES, NEWSLETTERS: 2.6 pages view depth per visit 3 minutes the average time of viewing news or articles 50% of views the News and Articles section daily visit to the portals once a week once a month periodically LEARN ABOUT TOURIST PRODUCTS: 80 the average number of registered participants per webinar 306 the highest number of registrations for a webinar ( Natalie Tours, Mexico ) unique visitors registered for webinars in one season Pro.Tonkosti.ru 22,2% MARKET ENTRY AND INTEGRATED HOTEL PROMOTION AFTER RENOVATION mabichehotel.com Customer: Ma Biche Hotel & Thalasso 5* Duration: May-August 2014 Outcomes: the hotel had just opened and started sales on April 25, An intensive PR-campaign by Profi.Travel geared towards Moscow and Central Russia achieved a more-than-80% occupancy rate already in July and August. Promotion on Profi. Travel began in the latter half of May and included a set of tools (banners, teaser ads, articles, news items, exclusive e-newsletters, daily e-digest`s branding, and webinar). Effectiveness of the tools: the webinar gathered 88 travel agents, the banner CTR reached 0.26, the news and articles were viewed 2,500 times, the minimum rate of opening exclusive e-newsletters was as high as 6.5%. MY GREEK MARRIAGE: NOMINATION FOR TRAVEL AGENCIES CONTEST beleontours.ru Customer: Greek incoming tour operator Beleon Tours. Duration: December 2013 to March 2014 Outcomes: 400 travel agents took an active part, promotional materials of the contest scored more than 20,000 views on Profi.Travel, more than 3,000,000 exclusive s were sent across the Profi.Travel and TurProfi.ru databases. The contest was designed to achieve Beleon Tours objectives: to establish a clear association for the professional audience with the request «wedding in Greece», to increase brand loyalty, to implement a major PR-campaign in anticipation of the tourist season. Thanks to exciting prizes and active promotion, the project has generated a huge audience response and surpassed expected results. ATTRACTING ATTENDEES CONDÉ NAST TRAVELLER LUXURY TRAVEL FAIR cntfair.com Partner: the world s leading travel magazine Condé Nast Traveller. Duration: March 2014 Outcomes: 50 visitors took part as Hosted Buyers in the Condé Nast Traveller Luxury Travel Exhibition Fair dedicated to high-end tourism. Profi.Travel acted as Condé Nast Traveller s partner. Impressive results have been achieved thanks to the announcement of the event on TurProfi.ru and Profi.Travel. News views exceeded 1,000. A high opening rate of exclusive e-newsletters secured a significant volume of leads to the partner site. Condé Nast Traveller Luxury Travel Fair is an annual private event designed to gather professionals in the high-end travel market. As a result, high-capacity customers from Russia s most prosperous regions attended the event. TourDom.ru 22,5% Other 6,5% According to the independent survey among travet agents, participants of the social network community «Tipichny Turist» ( vk.com/tiptu ) conducted in August survey participants. OVER 20 MORE STORIES ON OUR WEBSITE MARKETING.PROFI.TRAVEL 8 B2B promotion Marketing Events Training 9

6 OUR CLIENTS IN B2B promotion Marketing Events Training 11

7 ONLINE WORKSHOPS: A REVOLUTIONARY FORMAT OF TOURIST PRODUCT PROMOTION FIRST ANNUAL ONLINE UAE WORKSHOP In 2014, we launched a new format of b2b-events: online workshops. We took the best of traditional offline activities and moved them online, thus solving two problems of tourism trade shows and workshops, low coverage and high cost, in one shot. 5 ADVANTAGES OF ONLINE WORKSHOPS: 1 COMPREHENSIVE ACHIEVEMENT OF ALL OBJECTIVES FOR TOURIST PRODUCT PROMOTION BEFORE THE SEASON Company and the tourist product presentation, collecting sales contacts, branding, catalogue distribution. ONLINE WORKSHOPS SAVE YOUR BUDGET AND TIME! The first annual online UAE workshop was held from the 18th to the 29th of August 2014 on a specially created web site uae.profi.travel and gathered over 3,600 participants already before the project launch, at the event registration stage! visits per month 2,5 minutes per page W registered participants 900 online participants per presentation 20 presentations 2 TARGETING SALES MARKET Clear market targeting thanks to the workshop theme specialisation. 3 LARGER SCALE: 4-5TIMES BIGGER AUDIENCES THAN OFFLINE A minimum of 2,000 registered professionals from Russia, Kazakhstan, Belarus, Ukraine, whose contacts we will share with you. 4 INTENSIVE PROGRAMME AND ACTIVITIES FOR PARTICIPANTS, Interested in learning about the destination (a unique training programme, all the major players market at your event, speakers, destination experts, contests, prizes, diplomas). 5 EXTENDED CONTACT WITH YOUR AUDIENCE In addition to the active period, all information will be available and in demand throughout the entire season in GEOGRAPHY OF PARTICIPANTS Moscow and CFO Urals Southern Russia Northwest Volga Siberia Tatarstan Ukraine Belarus Bashkortostan Kazakhstan Nizhny Novgorod Russian Far East UAE online workshop partners 11,7% 9,9% 8,4% 7,3% 5,8% 3,4% 3,1% 2,8% 2,6% 1,9% 0,9% 23% 18,4% 12 B2B-promotion Marketing Events Training 13

8 FIRST EUROPEAN SUMMER ONLINE WORKSHOP ONLINE WORKSHOPS CALENDAR An online workshop on summer Europe took place in March Participants had a unique opportunity to solve the whole gamut of objectives achieved at workshops: to collect contacts, distribute catalogues, make presentations, conduct Q&A sessions, and play the prizes OCTOBER Asia Online Workshop visits per month registered listeners ,2 minutes per page monthly views FEBRUARY EUROPE Online workshop 2015 Europe Online Workshop GEOGRAPHY OF PARTICIPANTS Moscow and CFO Urals Northwest Southern Russia Siberia Volga Belarus Ukraine Russian Far East Nizhny Novgorod 12,5% 9,4% 5,9% 5,3% 4,8% 4% 1,6% 1,5% 21,4% 29% 2-15 APRIL AUGUST 5-18 OCTOBER Russia Online Workshop UAE Online Workshop Asia Online Workshop NOVEMBER CARIBBEAN Online LATIN AMERICA workshop 2015 Caribbean and Latin America Online Workshop 14 B2B promotion Marketing Events Training 15

9 PROFI.TRAVEL TURPROFI.RU Profi.Travel is an online marketing platform for tourism professionals in Russia (Moscow and CFO, Nizhny Novgorod, Bashkortostan, the Siberia, the Far East), Belarus, Kazakhstan and Ukraine. The target audience are travel company employees interested in learning about tourism products and gathering intelligence for sales. Profi.Travel solves problems of b2b promotion in tourism: training, sales promotion, branding, event coverage, collecting contacts. This platform s USP audience targeting allows you to fully cover the four countries or target only relevant locations or activities. TurProfi.ru is the largest region-oriented Internet portal for tourist industry professionals. It is both the information media and the promotion platform for tourist companies in the Urals, St. Petersburg, Southern Russia, the Volga region and Tatarstan. Regional tourism professionals come to the portal for tourist market information and offers from their region. TurProfi.ru tools allow us to meet any objectives of promotion to b2b audiences: tourist product training, branding, product awareness, sales stimulation and events coverage daily visits subscribers daily visits subscribers registered users group members on VKontakte and Facebook monthly visits group members on VKontakte and Facebook monthly visits WEBSITE TRAFFIC GROWTH Data as of August WEBSITE TRAFFIC GROWTH Data as of August Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug 16 B2B promotion Marketing Events Training 17

10 ONLINE DESTINATION SALES MANUAL EXAMPLES OF ONLINE DESTINATION SALES MANUALS A dedicated website, designed to promote destinations to b2b audiences. A unique opportunity to combine information from national tourism offices, destination management companies, hotels and tour operators in a single resource. ONLINE DESTINATION SALES MANUAL IS: TRAINING Destination handbook, resorts review, online presentations, articles about the fine points of sales, final testing. BRANDING AND PR An extensive destination promotional campaign, which includes portal branding and placement of banners, news package and exclusive e-newsletters to travel agents. EXTENSIVE AUDIENCE COVERAGE 23,500 professionals from Russia, Kazakhstan, Belarus, and Ukraine visit our portals daily, 82,500 subscribers receive daily our newsletters. MARKET RESEARCH PARTNER PROMOTION EXTENDED CONTACT INCREASING THE PROFESSIONAL CONTACT BASE Before the manual s launch, a detailed study of professionals awareness of the subject is carried out, in order to optimise the project. Any resort, hotel, tour operator or host company can take part in the project to introduce their product with the help of online presentations, dedicated sections, training articles or special offers. Projects are designed for 6 or 12 months and include a seasonal update.when requested a tour by a client, the travel agent can always turn to the familiar information resource. We offer an opportunity to collect the contacts of travel agents interested in selling a particular destination. Customer: NTO Czech Republic Period: November 2013-December 2013 Outcomes: More than 10,000 views More than 5,100 unique visitors Webinars views: 1,761 Average time on site: 2 minutes Business contacts collected: 696 czech.profi.travel Customer: NTO Switzerland Period: November 2013-January 2014 Outcomes: More than 6,700 views More than 2,200 unique visitors Average time on site: 4 minutes Business contacts collected: 78 switzerland.profi.travel Customer: NTO Abu Dhabi Period: January-August 2014 Outcomes: More than views More than 3,000 unique visitors Webinars views: 669 Average time on site: 2.5 minutes Business contacts collected: 265 abudhabi.profi.travel ADVANCED FEATURES On the basis of the online sales manual, we propose to organise online roadshow or online academy for travel agents, more details on page 22. OTHER ONLINE SALES MANUALS: austria.profi.travel tatarstan.profi. travel gotoural.turprofi.ru nashe.travel 18 B2B promotion Marketing Events Training 19

11 ONLINE ACADEMY AND ONLINE ROADSHOW HOW IT WORKS? ONLINE ACADEMY AND ROADSHOW IS: INNOVATIVE APPROACH TO TRAINING REACHING YOUR AUDIENCE BRANDING CHEAPER AND MORE EFFICIENT THAN AN OFFLINE EVENT WHAT EVENT TO CHOOSE? Intensive online course for successful destination sales in Russian in a single resource. Quality audience of tourism professionals, who are interested in increasing sales of specific tourist destination. Broad coverage: all cities of Russia, Kazakhstan, and Belarus in one event. Intensive training programme: webinars, sales manuals, reviews of resorts and hotels, tourist traffic plans, knowledge tests, diplomas and prizes. Branding effect comparable to participating in an exhibition. Active promotional campaign for a tourist destination before the start of the season. Achieving objectives of an offline event: collection of contacts, training, distribution of catalogues, presentation, networking with tourism professionals, raffles. The participation fee is cheaper visiting a city in person, while the number of made contacts is higher. NAME ONLINE ACADEMY ONLINE ROAD SHOW CUSTOMER One Several TARGET AUDIENCE Travel agents Tour operators and travel agents BUSINESS PARTICIPANTS Positioning one partner as a destination expert Tourist product presentation by road show participants: national tourism offices, tour operators, hotels, destination management companies TOOLS Training webinars Text materials from the customer Virtual booths Online presentations by participants Editorials about the tourist product Live editorial broadcasts EXAMPLES pac.profi.travel launches on September 29, 2014 Live road shows are based on examples of online workshops: europe.profi.travel, uae.profi.travel, asia.profi.travel STEP 1. PREPARATION 3 weeks market research; registration, website and content development; development of event structure; collection and preparation of training materials; preparation of resort and hotel reviews, etc.; analysis of the flight programmes; scheduling classes and tests. STEP 2. ANNOUNCEMENT AND PR PROJECT 1 week active PR support for project launch; registration of participants for webinars; announcement of diplomas and prizes for participants. STEP 3. CONDUCTING THE ONLINE COURSE 3-5 business days online broadcast with market leaders, destination experts; training (a series of webinars, presentations, studying the project materials); testing participants knowledge about the destination; final webinar with prizes for the best students. PROJECT PR Online Manual, Academy, Road Show Project PR is carried out by means of banners, teaser ads, news articles, exclusive e-newsletters on Profi.Travel and TurProfi.ru portals and professional communities on VKontakte and Facebook. 20 B2B promotion Marketing Events Training 21

12 HOW WE WORK WITH OUR CUSTOMERS OFFICIAL MEDIA PARTNER 1 CUSTOMER REQUEST Call us or us, contact us on Facebook, or leave a request on our corporate website. 2 PERSONAL PROJECT MANAGER You will be assigned an advertising project manager, a promotion expert who will be personally responsible for everything our company does for your project. 3 SETTING GOALS AND A MEDIA PLAN Your project manager examines your needs and generates a media plan an individual set of tools to achieve your goals in the most effective manner, taking into account the particularities of your business. 4 5 MEDIA PLAN IMPLEMENTATION, MONITORING AND ADAPTATION Your project manager monitors the performance of promotion tools and makes real-time adjustments to the media plan, taking into account the changing market situation in the course of the tourist season. PROGRESS REPORT After the implementation of the media plan, the project manager makes a report on the effectiveness of each tool and draws conclusions about the campaign effectiveness. 22 B2B promotion Marketing Events Training 23

13 PROFI.TRAVEL HOT LINE: +7 (499) OUR OFFICES: Moscow, St. Petersburg, Samara, Yekaterinburg, Rostov-on-Don, Minsk, Prague, Geneva. FOR INTERNATIONAL CLIENTS AND NATIONAL TOURISM OFFICES Contact persons: Regina Schegoleva, Sales & Marketing Director Phone in Russia: +7 (499) (ext. 106) Phone in Europe: regina@profi.travel Elena Appel, Key Account Manager Phone: +7 (499) (ext. 158) appel@profi.travel Svetlana Ivanova, Key Account Manager Phone: +7 (499) (ext. 147) ivanova@profi.travel OUR WEBSITE FOR CLIENTS: marketing.profi.travel OFFICIAL PAGE: facebook.com/profi4travel TRAVEL MARKETING, COMMUNITY OF TOURISM TOP MANAGERS: facebook.com/groups/travel.marketing.russia 24 B2B promotion Profi.Travel,