London-Paris Leisure Tourism Campaign - London & Partners
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Why partner with Paris? It’s what our customers want London and Paris are the top two cities Americans want to visit (Google Consumer Insights); 7 out of 10 millennials express a desire to visit both destinations as part of one vacation (YouGov survey). Cost-effective With limited budget, partnering with another global city is a cost-effective route to market. Collaborating on reaching a common audience, rather than competing, helps to keep advertising costs down. Reputation Working in collaboration with London’s key competitor city in terms of tourism helps to reinforce the ‘open and welcoming’ message for both destinations.
Campaign Key Details Objective: Inspire consideration of visiting London and Paris as part of a single trip. Our core campaign partners: • ParisInfo • Eurostar • Marriott • United Airlines
Our Audience Content themes that Attitudes and behaviours appeal to Buzzseekers: that influence Buzzseekers’ travel mindset: Buzzseekers … Food and drink Buzzseekers Trying local food and drink, as well as gourmet/fine dining Seek out unique experiences Icons They seek adventure, customised, unique and “braggable” Visiting iconic and famous places experience, are keen to make memories and to avoid typical to tourist things. Adventurous experiences US Millennials Finding action and excitement, Buzzseekers and willing to spend money on new Are seen as trendsetters experiences They believe they’re seen as influential by their peers, they take part in shareable experiences and look to their Hidden gems friends for recommendations. Discovering local Key stats culture, unique experiences and off-the-beaten-track activities Look for authenticity USA millennials They have an interest in mingling with locals and being Aged 18-34 Culture immersed in new cultures. 52% male | 48% female Learning about art and culture First-timers City life and green spaces Enjoy some spoiling (haven't visit London or Paris before) Exploring cities and city life but also the They like a bit of spoiling from time to time, but price is great outdoors a major factor when choosing a holiday. Earn $60k plus Are sociable Note, 33% have children (we are not looking at specific family Barriers They feel being sociable is important - they travel with at least one other person. content as per VB advice) inspiration “white noise”- too many choices Source: VisitBritain
To our audience, London and Paris are bucket-list destinations – timeless cities that will always be there. Our task is to create a sense of urgency. We’re going to show what would happen if you wait too long to visit. Through a series of warm, humorous scenarios filmed across London and Paris, by way of the Eurostar, it will become clear that you are far better to jump in now than wait.
Activation Timeline October November December January February March Content messaging and partner retargeting PAID MEDIA Various messaging incl. win a trip competition (booking messaging) Marriott, United, Eurostar landing pages live Full activity kicks in PARTNERSHIPS Wider partner toolkit distribution Launch Various consumer news stories + Press trips story EARNED 5 x top-tier influencer trips to London and Paris across the campaign
How you can benefit
Campaign customer journey Inspirational US audiences search US audiences engage amongst campaign campaign content with campaign creative US audiences content for things to do promoted in and website (which links book their holiday and find your product on the US to visitlondon.com) visitlondon.com
Campaign assets available for you • Campaign video YouTube link • Campaign logo • Hero image and supporting images • Suggested social posts and campaign hashtag • 5 themed itineraries: • hidden gems • adventurous experiences • iconic locations • culture • food & drink All available for you to download
Get involved • Use the campaign assets provided on your channels to benefit from alignment with this paid digital media campaign. • Link to www.londonandparis.com • Promote the competition to win a trip to London and Paris (Competition running until 31stDecember 2018). • Follow @LondonParisNow on social to retweet and share ‘Don’t Wait’ content on your social channels. • Download the toolkit
Thank you Liz@londonandpartners.com
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