Toom promotion in co operation with dertour and cttc june 2008
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toom Promotion in co-operation with DERTOUR and CTTC June 2008 - PowerPoint PPT Presentation

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toom Promotion in co-operation with DERTOUR and CTTC June 2008. toom. The toom stores are large, mid to high-end hypermarkets 81 stores all over Germany 343.000 sqm sales area 1.6 billion Euro sales volume 1,2 Mio. weekly customers u p to 5,2 Mio. customers in a month

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toom Promotion in co-operation with DERTOUR and CTTC June 2008

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toom Promotionin co-operation with DERTOUR and CTTCJune 2008


  • The toom stores are large, mid to high-end hypermarkets

  • 81 stores all over Germany

  • 343.000 sqm sales area

  • 1.6 billion Euro sales volume

  • 1,2 Mio. weekly customers

  • up to 5,2 Mio. customers in a month

  • rated number 5 in German hypermarkets

  • a company of the REWE Group


  • is the biggest tour operator to North America in the German

  • speaking market

  • also the leader in selling travel packages to California

  • belongs to REWE group

  • owns New World Travel

  • has seen a huge increase in demand and booking to California this year

Special promotion packages & days

  • special promotion stands in 24 selected markets

  • free California wine and nut tastings

  • DERTour travel brochure on display

  • promotion days were advertised and promoted ahead of time

  • focus on Rhine-Main area

  • two promotion teams

  • two days per market

  • received detailed report and contact numbers from teams

  • received recommendations for improvements

Appearance in toom markets

  • Display with dispenser for flyers

  • Placement; entrance area and in California product category(wine, fruits and vegetables)

  • California & toom & DERTOUR flyer including raffle

  • Raffle: California lottery of 10 trips for 2 persons including flights, rental car and accommodation

  • Total value: over 30,000 EUR

Ceiling hanger

Placement ceiling hanger in California product categories and market information with regard to the lottery

Promotion and sampling stand

2-day promotion including tasting in 24 selected toom markets (Organization of DERTOUR)

Ceiling hanger

Special advertising

  • Market

    • Assembling of head of rack with Californian products

    • Designation of areas of action

    • Special placement in product category goods’ groups

    • Affixing additional displays in the checkout area

    • Advertising

      • Ceiling hanger (DIN A1/A0)

    • Display with dispenser for flyers

    • Triangle stands (DIN A1) in the foreign and entrance area

    • Banners at the market entrance

Advertising of special promotion days

Banner and triangle stands at the market entrance

Triangle stands in the entrance area

Placement of displays with dispensers and ceiling hanger at the info counters

Ceiling hanger + displays at the rack with California white and red wines

Special placement on head of rack in co-operation with California wines

Additional displays in the checkout area

  • 4 weekly toom newsletters – 4.8 million copies per week

  • Image-page (1/1)

  • Insert field (1/2 - 1/6 page)

  • Teaser on title

  • Teaser lines on product category sides

  • Teaser in combination with wine recommendation from California

Full page ad in two weekly newsletters

Teaser with wine recommendation

Appearance on the Internet


  • Teaser on with link for extension.

  • Over 100,000 visitors per week.

  • Reference to the newsletter

Raffle and link on

500,000 flyers with travel packages to California


Promotion stand

140 radio spots during 4 weeks in 2 major radio stations

Results as of July 04, 2008

  • Internet raffle entries (double opt in): 10,703

  • Page views: 64,128; Unique visitors: 16,571

  • Average visit duration: 4 min 24s

  • Number of coupons/postcards received: 23,000

  • Number of countable phone calls: 130

  • Number of countable direct bookings: 12 pax California roundtrip –

  • 51 pax LAX and 69 pax SFO package

  • Number of contacts made by the promotion teams: 10,690

  • Number of sales talks made by the promotions teams: 1,528

  • Number of potential radio listeners: 1.3 million

  • Web Teaser on 3360 clicks and 15 direct bookings

  • Addresses of raffle participants through other Web sites: 243,749

Remarks and Summary

  • first ever promotion of this kind in toom/Rewe stores

  • key learning was to realize this promotion earlier in the year

  • perhaps more focus on direct sales

  • radio spots hard to measure but many people talked about them

  • we should repeat this promotion at least one more time

  • many travel agencies did additional bookings and we will receive

  • overall DERTour sales numbers for summer 2008 in Nov/Dec

  • DERTour bookings for California so far already more than 30% up

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