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Select Case Studies Example of Our Team’s Experience and Accomplishments. Client Case Studies. Following are select examples of how we have put our marketing expertise and industry knowledge/connections to work to deliver results for our clients: British Virgin Islands China Iceland

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Select Case Studies

Example of Our Team’s Experience and Accomplishments

client case studies
Client Case Studies

Following are select examples of how we have put our marketing expertise and industry knowledge/connections to work to deliver results for our clients:

  • British Virgin Islands
  • China
  • Iceland
  • See You in Asia
  • Greece
  • Korea
  • Torino 2006 Winter Olympic Games
  • Botswana
case study british virgin islands
Case Study: British Virgin Islands

Stabilize past achievements

Reduce seasonality

Increase awareness and drive bookings for locally-owned small hotels, intimate inns and villa properties

Challenge

3

3

case study british virgin islands1
Case Study: British Virgin Islands

Expand target audiences in North America beyond niche sailing and diving repeat visitors through promotional events

Promote low-season and last-minute offers showcasing small hotel and villa properties

Sell travel to the BVI by directly engaging travel consumers at special events where target audiences are drawn

Differentiate the BVI from other destinations in the Caribbean

Maximize the ROI on marketing resources by working with partners who share the BVI’s brand attributes

Increase the economic rate of return to the BVI from each tourist among all tourist types

Solutions

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case study british virgin islands4
Case Study: British Virgin Islands

Public & Media Relations

case study iceland
Case Study: Iceland

Challenge

Create a distinct brand positioning for Iceland in the U.S. market

Provide the U.S. consumer with meaningful reasons to visit Iceland and consume Icelandic products (spring water, fish, lamb) to increase U.S. tourist volume

case study iceland1
Case Study: Iceland

Solution

Developed the tagline “Pure. Natural. Unspoiled. The way life should be.”

Placed numerous stories with U.S. travel and lifestyle magazines underscoring Iceland’s natural beauty and many outdoor activities

Developed advertising campaign tying these themes together

Created series of special events, grocery store promotions and restaurant promotions packaging the entire Iceland experience (travel, food, lifestyle)

Managed creative, media buy and traffic for “Experience Scandinavia” 16-page,four-color print supplement, which ran in USA Today, the Los Angeles Times and the San Francisco Chronicle

Managed creative, media buy and traffic for Iceland four-page black and white insert in the Wall Street Journal

case study iceland2
Case Study: Iceland

Branding and Marketing Collateral

case study iceland3
Case Study: Iceland

Print Advertising

case study iceland4
Case Study: Iceland

Restaurant Promotions

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Case Study: Iceland

Example: Public/Media Relations Results

Broadcast Publicity for Iceland

  • Iceland Tourist Board and select multi-industry Icelandic suppliers collaborate to promote Iceland’s eclectic tourism appeal. Often, Icelandic music and food are featured in regional events. In Baltimore, participation in a 2-day street festival netted extensive publicity for an emerging Icelandic band and a renowned Icelandic chef.

Broadcast coverage:

  • Network Television (NBC): Icelandic chef featured in a 4 min live cooking segment on NBC (Baltimore) Sunday Morning Show
  • Radio: Band interviewed by radio celebrities of 3 separate shows (on-location and in-studio). Combined air-time coverage = 50 minutes

Client: Iceland Naturally

Ad Equivalency Value : Advertising value = USD445,750

case study china
Case Study: China

Introduce China as a desirable travel destination to the U.S. consumer and travel trade, laying the groundwork for an increasing stream of tourism to China in advance of the 2008 Summer Olympics in Beijing.

Challenge

case study china1
Case Study: China

Produced a 16-page consumer travel print supplement, See You in China inserted in USA Today, Los Angeles Times and San Francisco Chronicle

Managed creative, media buy and traffic for an 18-week print advertising campaign in USA Today, featuring half-page four color ads, promoting China and Beijing to American leisure travelers

Coordinated with all U.S. tour operators serving China to develop more and new vacation packages to China, promotion of vacation packages on CNTO web site www.DiscoverChinaNow.com

12-week print/online advertising campaign in Condé Nast Traveler, the Wall Street Journal, Concierge.com, and WSJ.com

Managed China Tourism signage in Grand Central Station and Times Square midtown New York City bus-stop kiosks, and on NYC buses viewed by more than 500,000 commuters daily.

Coordinated and managed an invitation-only gala dinner event for 300 people in New York

Sweepstakes promotion on Travel Channel

Created a stream of press releases and story placements stressing the many ways in which China is more accessible to tourism than ever before

Solution

case study china2
Case Study: China

Over the past five years, China has become one of the world’s fastest growing tourism destinations.

Broad media coverage throughout the U.S.

Increased flights, hotel development and vacation packages to China.

Expanded joint marketing between China and other Asian destinations such as Thailand, Hong Kong, Japan and Korea.

Results

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Case Study: China

Print Advertising

case study china4
Case Study: China

Out-of-Home Media and Online Advertising

case study china5
Case Study: China

Cooperative Marketing

case study see you in asia
Case Study: See You in Asia

For nine years, the See You in Asia campaign has been promoting U.S. outbound travel to Asia, with the following objectives:

Brand Asia consistently and favorably

Enhance awareness through print supplement, web site, public relations, and cross-marketing with corporate partners

Sell Asia as the world’s premier regional travel destination

Asia’s largest marketing blitz in the U.S.

case study see you in asia1
Case Study: See You in Asia

With the input of participating national tourism offices and travel suppliers, more than five million copies of the See You in Asia print supplement are printed each year and distributed in newspapers reaching the top consumer markets in the U.S., as well as the travel trade.

Print supplement

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Case Study: See You in Asia

Destination profiles

Travel offers

Online video

Banner ads

Brochure request

Travel agent search engine (ASTA)

Newsletter sign-up

Web site targeted to U.S. travelers

case study greece
Case Study: Greece

Challenge

The Greek financial crisis drove consumer concerns, causing U.S. arrivals to Greece to drop behind other European destinations

The Greek National Tourism Organization (GNTO) sought cost-efficient, yet high-profile tactics to raise awareness in the U.S. market

With the launch of a new website and social media campaign (Facebook, Youtube, Flickr), GNTO was eager to expand their consumer email database

GNTO needed a “win” to demonstrate achievement with local stakeholders in Greece

case study greece1
Case Study: Greece

Solution

  • Partnered with Warner Bros. Pictures and Fandango to cross-promote leisure travel to Greece with the theatrical release of “Clash of the Titans” in April 2010 through a win-a-trip sweepstakes
    • Coordinated prizing with Variety Cruises, a leading provider of cruise vacations in the Greek Islands
    • Opt-in email profiles shared by both GNTO and Variety Cruises
  • Planned and managed a special screening event of the “Clash of the Titans” film at the Grammy Museum in Los Angeles, along with press interviews and meetings with Universal regarding filming Mama Mia 2 on location in Greece
  • Developed a microsite to tie Greek Tourism message to Fandango promotions
  • Publicized the sweepstakes and screening event
case study greece2
Case Study: Greece

Media Relations

case study greece4
Case Study: Greece

Event Promotions

case study korea
Case Study: Korea

Challenge

U.S. outbound travel to Korea has been lagging behind other Asian destinations

Korea Tourism Organization was unsure of the most cost-efficient and effective way to move the needle to increase visitation from U.S.

Korea was not adequately represented on the major U.S. booking engines

Seoul is a popular gateway for U.S. flights to China, the Korea Tourism Organization sought an opportunity to work in cooperation with China National Tourist Office

case study korea1
Case Study: Korea

Solution

Conducted Benchmark (Destination Perception Study) to determine current consumer and U.S. travel trade perceptions of Korea as a leisure travel destination

Utilized research findings to develop marketing plan with a heavy concentration on interactive marketing and cooperative marketing campaigns with China National Tourism Organization

Developed, host and market cooperative marketing campaign web sites

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Case Study: Korea

Benchmark Research

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Case Study: Korea

Online Marketing

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Case Study: Korea

Online Marketing

case study korea5
Case Study: Korea

Cooperative Marketing

case study torino 2006
Case Study: Torino 2006

Partner Concepts managed all marketing activities for

Torino in the U.S. market before, during and after the 2006

Winter Olympic Games, including:

Developing significant awareness of Torino & Piemonte among the U.S. general, consumer travel, travel trade and culinary press

Managing press trips to Torino and the Piemonte Region

Leveraging the Winter Olympics to tell the Piemonte story (Culture/history, food/wine and winter sports) via NBC and other U.S. media

Broadcast advertising in U.S. during NBC’s Winter Olympics telecasts

Developing a U.S. web site (www.SeeYouInPiemonte.com) to feature vacation packages to Piemonte from U.S. tour operators

Activities before and during the 2006 Winter Olympics

case study botswana
Case Study: Botswana

Raise awareness of Botswana as a premier destination for luxury safari vacations

Inspire U.S. travel consumers and travel agents to learn more about Botswana

Facilitate business opportunities and exposure for Botswana’s ground suppliers (small lodges, tented camps, and tour operators) that previously had limited visibility in U.S. market

Establish a dedicated Botswana Tourism Board marketing presence in North America

Challenge

case study botswana1
Case Study: Botswana

Established a tourism board representation office for North America

Designed and implemented a NA marketing strategy and plan

Developed new web sites for Botswana Tourism Board in the U.S. for consumers and travel agents.

Developed partnership with HBO surrounding the launch of “The No. 1 Ladies’ Detective Agency” television series.

Placed numerous stories with U.S. travel and lifestyle media underscoring Botswana’s role as the beautiful setting for the television series.

Developed trade advertising campaign tying these themes together.

Created online promotions (Google, Facebook and YouTube channel) for consumers and travel agents linking the television series’ message of empowerment for women to the aspirational nature of travel to Botswana.

Designed and coordinated launch events in New York City surrounding the premiere of the television series.

Implement continuous public / industry / consumer relations and communications program to build awareness and travel demand

Solution

case study botswana2
Case Study: Botswana

Partnered with HBO to create a powerful, integrated cross-promotion for travel to Botswana alongside the premiere of The No. 1 Ladies’ Detective Agency series

More than 200 U.S. news outlets covered Botswana as the setting of “The No. 1 Ladies’ Detective Agency” on HBO

Consumer database increase of more than 400%

New travel agent database of more than 500 Africa specialist travel agents

Results

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Case Study: Botswana

Consumer Web Site for U.S. Market

case study botswana4
Case Study: Botswana

Consumer Promotion

Banner ads and direct mail

Campaign micro site

case study botswana5
Case Study: Botswana

Travel Agent Promotion

Online sweepstakes and direct mail

case study botswana6
Case Study: Botswana

Online Video- Youtube.com/BotswanaTourism

case study botswana7
Case Study: Botswana

Print Advertising for the Travel Trade

case study botswana8
Case Study: Botswana

VIP Premiere Event with HBO in New York City

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Case Study: Botswana

Trade and Consumer Newsletters