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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
Example of Our Team’s Experience and Accomplishments
Following are select examples of how we have put our marketing expertise and industry knowledge/connections to work to deliver results for our clients:
Stabilize past achievements
Increase awareness and drive bookings for locally-owned small hotels, intimate inns and villa properties
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
Public & Media Relations
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
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
Branding and Marketing Collateral
Example: Public/Media Relations Results
Broadcast Publicity for Iceland
Client: Iceland Naturally
Ad Equivalency Value : Advertising value = USD445,750
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.
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
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.
Out-of-Home Media and Online Advertising
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.
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.
Travel agent search engine (ASTA)
Web site targeted to U.S. travelers
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
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
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
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
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
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
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
Consumer Web Site for U.S. Market
Banner ads and direct mail
Campaign micro site
Travel Agent Promotion
Online sweepstakes and direct mail
Online Video- Youtube.com/BotswanaTourism
Print Advertising for the Travel Trade
VIP Premiere Event with HBO in New York City
Trade and Consumer Newsletters