Consumer. Marketing Campaign. Licensee Tool-Kit

Transcription

1 Consumer Marketing Campaign Licensee Tool-Kit

2 We know you are busy, but read on to increase your bookings and maximise value from our national consumer marketing campaign... What are Star Ratings? Star Ratings Australia is an accreditation business that produces trusted and reliable rating results for domestic and international visitors. The scheme enjoys a distinguished heritage dating aback to the 1950s when the Australian Auto Clubs started to officially review properties to help their members choose and book accommodation. Star Ratings are an internationally recognised symbol for quality accommodation standards. They are used in more than 70 countries worldwide and reflect the cleanliness, quality and condition of guest facilities. The star symbols are a licensed trademark and can only be used by properties that have been licensed to use them by Star Ratings Australia under licence from Australian Motoring Services a wholly owned subsidiary of the Australian Auto Clubs. Star Ratings are your safeguard against self-assessed properties with guest facilities that have not been independently reviewed against recognised quality standards. Because the accommodation you expect should be the accommodation you get 1

3 Star Ratings' National Consumer Marketing Campaign A free benefit to you as a Star Rating licensee Star Ratings Australia are conducting a national advertising blitz in early March 2015 that will reach more than 8m Australian travellers and increase awareness of the independent Star Rating scheme and its properties. The cornerstone of the campaign is a partnership with Australian Radio Network (ARN) and sponsorship of the high rating KiisFM and MixFM breakfast programs across the country, promoted by high profile radio personalities. Over two weeks the national ARN breakfast audience will be encouraged to enter a promotion to win a getaway a day with a prize drawn every afternoon. The breakfast sponsorship and promotion will be supported by 15 second and 30 second ads on a high frequency schedule which will educate listeners across all programs about the value of using independent Star Ratings when booking accommodation in Australia. The Auto Clubs will engage their 7.5m members with exclusive promotions and giveaways, as well as editorial support in their magazines and e-newsletters that reach more than 6m subscribers nationally. With more than 300,000 Australians conducting online searches for travel and accommodation content each day, the campaign will use behavioural and contextual digital media strategies to target travellers with the Star Raings value proposition as they move through their decision making cycle. Licensees can also get involved and leverage the national and State based activity through your own local initiatives and past guest communications. You can use your public relations and media activity to drive home the positioning of Star Ratings: Because the accommodation you expect should be the accommodation you get and the practice of self ratings will be in the spotlight as fictional and untrustworthy. To obtain a copy of this graphic, info@starratings.com.au. Page 2 2

4 How Star Ratings can benefit your property Rewarding consumers who support Star Rated Properties Star Ratings Australia and six of the Australian Auto Clubs (NRMA, RACV, RACQ, RAA, RAC and RACT) will be giving away holidays using: MARCH - On air promotion incorporating a Getaway a Day giveaway in 6 capital cities and exclusive campaign microsite. FEB to MAY - Auto Club promotion incorporating a Major giveaway prizes worth up to $20k (each Clubs) and including airfares, car hire and accommodation. ONGOING Club promotion with giveaway prizes consisting of mystery one night getaways. Helping consumers find your business and helping you grow your business Consumers who want to stay at Star Rated properties will be directed to the Star Ratings website and the Australian Auto Club websites. Starratings.com.au exclusively displays Star Rated properties and supports your direct bookings by providing consumers with your direct contact details. 3

5 How Star Ratings can benefit your property (continued) Encouraging consumers to book Star Rated accommodation We will be busy running: A national broadcast radio campaign targeting 2.8m Australians across a two week period beginning 2 March Promotion activity by the Australian Auto Clubs to engage their 7.4m members with exclusive promotions and giveaways, as well as editorial support in their magazines and e-newsletters that reach more than 6m subscribers nationally. Contextual digital marketing targeting up to 300k Australians per day in support of the national radio campaign and ongoing through to 30 June 2015 with a total 9m impressions. Digital marketing example 4

6 How to promote that you are an independently accredited business We are going to make a lot of noise about Stars and there is no reason you cannot join in. Consumers will be on the lookout for our trademarked stars To help you promote your property ensure that you have prominently displayed the official Stars trademark on: Your website Your signage Your signature Your electronic letterheads Online travel agent (OTAs) listings On your advertising Also ensure that your have an up to date listing on the new Stars website starratings.com.au, and try include a link to your listing on starratings.com.au to all your descriptions. Some other ideas you can use: Provide us with anecdotal stories from guests ( media@starratings.com.au) Send good news stories to your local media and regional tourism organisations (RTOs) Add the Stars information page ( ) to your website We have created a special certificate for you to display, please info@starratings.com.au if you wish to receive a soft copy of your certificate Use this type of copy in your advertising: [PROPERTY NAME] is an officially accredited 3.5 Star Rated Motel in a rare and beautiful holiday destination. Located at... Offering luxurious 4 Star rooms in the heart of [TOWN NAME], [PROPERTY NAME] boasts [LIST PORTERTY FEATURES] Featuring a [LIST A FEW FEATURES] with views over [LIST AREA], the [PROPERTY NAME] offers spacious 2.5 Star rooms surrounded by 5

7 How to promote that you are an independently accredited business (continued) Social Media Mentioning that your property is officially Star Rated will assure your potential guests that you uphold yourself to independent standards of quality. When writing for social media remember: To use capitals when writing Star Rated Your tone should present as an operator who is committed to maintaining Australia s tourism quality standards by upholding themselves to independent accreditation To include the Star Ratings website to your posts and tweets if character limit permits, starratings.com.au Facebook, Google + and Twitter Below are six suggested statements for your social media platforms: Our Star Rating represents independently reviewed quality standards Our official Star Rating is your safeguard against self-assessed properties with guest facilities that have not been independently reviewed against recognised quality standards Add us to your short list, we are officially Star Rated Star Ratings are a mark of quality We have been independently reviewed to ensure strict criteria and standards have ---been met Don t trust self-ratings! They are no better than a cubic zirconia 'diamond', a fake ---photo on a dating website or an exaggerated resumé. P R O M O T I N G Y O U R S T A R S 6

8 Next steps Your property is almost ready to take part in our National Consumer Marketing Campaign. All you need to do is: 1. Tell travellers that you are an officially Star Rated property by prominently displaying your Star Rating. You can receive a soft copy of your Star Rating, endorsed by the Australian Auto Clubs by ing info@starratings.com.au. 2. Ensure that you are subscribed to our monthly enewsletter to receive campaign updates, gfernandes@starratings.com.au. 3. Continue to warmly welcome your guests looking for quality accommodation with no nasty surprises. For more information please contact: Level 9, 459 Little Collins Street, MELBOURNE VIC info@starratings.com.au starratings.com.au 7

9 )PX UP EJTQMBZ PVS USBEFNBSLT Our brand and trademarks have been designed to re-enforce our connection with the Australian Auto Clubs and to promote our independence as a trusted and highly respected filtering tool for choosing and booking accommodation in Australia. Star Ratings Logos Independent Star Ratings are awarded in six distinct accommodation categories, for example: Australian Star Rating $POTVNFS.BSLFUJOH $BNQBJHO Licensee 5PPM,JU 8

10 Brand and Trademark Guidelines Our brand and trademarks have been designed to re-enforce our connection with the Australian Auto Clubs and to promote our independence as a trusted and highly respected filtering tool for choosing and booking accommodation in Australia. Star Ratings Logos A logo is available for Clubs to activate, for example: Australian Star Rating Consumer Marketing Campaign Licensee Tool Kit 9

11 Star Ratings Logos There may be some instances where the Star Rating brand or logo lock-ups (as above) are not suitable. As a result, licensees have the right to use the Stars as a standalone trademark, for example: HHHHH IHHHH HHHH IHHH HHH IHH HH IH H I Our Brand Explained Sweeney Research,

12 Brand and Trademark Guidelines Below is our logo lock-up that shows the proportional layout of our brand with national Auto Club endorsement. All licensees are obliged to adhere to these proportions when using this design. Below is our logo lock-up that shows the proportional layout of our brand with State Auto Club endorsement. All licensees are obliged to adhere to these proportions when using this design. 11

13 Brand and Trademark Guidelines (continued) The size of our brand and trademarks is also very important. Minimum sizes for each include: The size of our brand and trademarks is also very important. Minimum sizes for each include: 12

14 Trademark compliance and enforcement Star Ratings Australia is committed to enforcing our intellectual property rights and will defend our reputation and trademarks vigorously. Our ongoing enforcement program aims to: safeguard the interests of all licensees who have undertaken an independent property review; --- and ensure that consumer confidence in Stars as a reflection of properly assessed standards is not eroded. A monitoring program is in place to protect Star Rating licensees and to ensure Australian properties displaying Stars in any form are licensed to do so. Self-rated properties displaying or referring to Stars in any form that have not been licensed will be sent legal notices. If non-compliance is seen to have occurred, legal action will be taken. We encourage all licensees to be vigilant and to alert Star Ratings Australia to potential trademark breaches. Licensees are invited to report any suspected non-compliance by ing info@starratings.com.au or calling (03) Australian Star Rating Consumer Marketing Campaign Licensee Tool Kit 13

15 Important information for third parties Publishing the correct Star Rating is fundamental to providing consumers with accurate and reliable information. It is the responsibility of individual licensees to provide their correct Star Rating. Don t trust self ratings! They are no better than finding your engagement ring is a cubic zirconia, posting a fake photo on a dating website or exaggerating on a resume. Self rated properties use dots and follow the same 1-5 scale as Star Ratings, including a half-dot. Only Star Rating licensees can display the brand and trademarks or to use the term stars with a number (in numerals or words). Self rated properties often refer to a Star Rating standard in their property descriptions (e.g. relax in 4.5 star comfort or enjoy 5 star service ). If they do then they are at risk of misleading or deceptive conduct. Third parties may confirm that a property has held themselves to independent Star Rating quality standards by visiting starratings.com.au and searching for that property name. Star Ratings Australia can also add third parties to our regular monthly updates so they can track and verify changes. For more information info@starratings.com.au or phone (03) Australian Star Rating Consumer Marketing Campaign Licensee Tool Kit 14