51st ICCA Congress    The future of “official airline”    status    22nd October, 2012    Elif BALCI FISUNOGLU- General Ma...
Destination Marketing:Power of Official Airlines•   Destination Selection Criteria;     – Accessibility     – Cost•   Work...
“Partnership”•       Partnership with airlines;         -   PR and marketing support to promote the destination as an easi...
“Win- Win”•   Advantages of an “Official Airline”     – Delegate benefit; network & special deals     – Incentives for the...
Digital Tools•   Digital technology is crucial,     – Online tools played a key role for the improvement of the “Official ...
Today and the FutureThere is a need to underline the “Official Airline” concept and  make it the “one stop shop to book ai...
Case Study: Turkish Airlines and IstanbulConvention & Visitors Bureau- ICVB•       Turkish Airlines has been a board membe...
Turkish Airlines strong partner of Istanbul    Convention & Visitors Bureau- ICVB• Turkish Airlines is now an important ac...
Meetings Industry for Turkish Airlines• Turkish Airlines has shown a growth of over 25% in the  recent years• As of Oct. 1...
Joint Marketing and Sales Activites• Istanbul CVB and Turkish Airlines have joint marketing  activities, both local and in...
“Turkish Conventions Package”• Turkish Airlines offers various products for  association and corporate meetings-   Min. 50...
51st ICCA Congress    Thank you!International Congress and Convention Association.                                        ...
Upcoming SlideShare
Loading in …5
×

The Future Of Official Airlines Status #ICCA12 MONDAY 22/10/2012

288 views
220 views

Published on

Presentation held at the 51st ICCA Congress which took place in San Juan, Puerto Rico from 20 - 24 October 2012. For more information on ICCA please visit www.iccaworld.com.

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
288
On SlideShare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
11
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • Not clear on – Emerging Trends
  • Not clear on – Emerging Trends
  • The Future Of Official Airlines Status #ICCA12 MONDAY 22/10/2012

    1. 1. 51st ICCA Congress The future of “official airline” status 22nd October, 2012 Elif BALCI FISUNOGLU- General Manager Istanbul Convention & Visitors BureauInternational Congress and Convention Association. Session sponsored by:Twitter: #ICCA12
    2. 2. Destination Marketing:Power of Official Airlines• Destination Selection Criteria; – Accessibility – Cost• Working with an airline partner for bidding - Associations and planners are asking for financial contribution from the destinations - CVBs usually do not have a budget to give incentives - Not easy to provide long term support or sponsorships from the other local bodies and authoritiesInternational Congress and Convention Association.Twitter: #ICCA12
    3. 3. “Partnership”• Partnership with airlines; - PR and marketing support to promote the destination as an easily accessible location - Awareness of the meetings industry and lobbying at national platforms - Bidding power, helping planners to save travel expenses and attract more delegates - Financial contribution for the destination marketing organizations sponsoring in kind or cash• The common goal is to increase the international visitors to a destination WHO ELSE CAN UNDERSTAND THE BEST!!! International Congress and Convention Association . Twitter: #ICCA12
    4. 4. “Win- Win”• Advantages of an “Official Airline” – Delegate benefit; network & special deals – Incentives for the planners• Advantages of being an “Official Airline” – Promotion advantage for the airline – For the flag carriers a new tool to promote their home destination CVBs work on long term business and the cooperation is very important for the airline• How does the CVB benefit: - Close relations and continuing cooperation with the airline - A tool to measure the effectiveness of CVB - Continuous support from the airline and free ticketsInternational Congress and Convention Association.Twitter: #ICCA12
    5. 5. Digital Tools• Digital technology is crucial, – Online tools played a key role for the improvement of the “Official Airline” concept during the last 5-10 years time – Easy to use the online tools – Digital marketing is the most important way to reach the delegates (e-mail blast, web links, banner, social media) – Online follow up on ticket sales – Online surveys to understand the needsInternational Congress and Convention Association.Twitter: #ICCA12
    6. 6. Today and the FutureThere is a need to underline the “Official Airline” concept and make it the “one stop shop to book airline tickets” for the delegates- Still has to be improved- Close contact with international organizers is important, they consider how their delegates will travel- Communication with the Local organizers and PCOs should be improved as “Official Airline” is not one of their priorities yet- Congress participants are happy with the special discounts but Frequent Flyer programs and low cost airline options are the big competitors of an “Official Airline”- However “Special deals” from major airlines are still very important, International Congress and Convention Association . Twitter: #ICCA12
    7. 7. Case Study: Turkish Airlines and IstanbulConvention & Visitors Bureau- ICVB• Turkish Airlines has been a board member of ICVB since 1997- Turkish Airlines provided free tickets for ICVB staff- ICVB used Turkish Airlines logo on all promotional materials• Turkish Airlines marketing and corporate communications department was involved.- No specific interest in the meeting industry- No follow-up and measurements on the effectiveness of ICVB cooperation• Result- Lack of interest- Lack of cooperation International Congress and Convention Association . Twitter: #ICCA12
    8. 8. Turkish Airlines strong partner of Istanbul Convention & Visitors Bureau- ICVB• Turkish Airlines is now an important actor in destination marketingHow it started;- Turkish Airlines became a Star Alliance member in 2008- They formed the Conventions Department- The department started working closely with ICVB- Reported the results to the board- Realized the potential of the meetings industry- Turkish Airlines is the NUMBER 1 Partner of Istanbul CVB International Congress and Convention Association . Twitter: #ICCA12
    9. 9. Meetings Industry for Turkish Airlines• Turkish Airlines has shown a growth of over 25% in the recent years• As of Oct. 1 2012 Turkish Airlines, which actively flies to 90 countries, is the airline that flies to the most countries around the world #1The Meetings industry is important for THY;- The need for new markets with the increased number of destination and routes- The meetings industry has great potential- Frequent fliers and high income, more business and comfort class passengers- Need for active marketing and PRInternational Congress and Convention Association.Twitter: #ICCA12
    10. 10. Joint Marketing and Sales Activites• Istanbul CVB and Turkish Airlines have joint marketing activities, both local and international- Turkish Airlines has been an active ICCA member since 2010- Exhibits at industry trade shows with ICVB- Sponsoring industry events and partner host for familiarization trips- Launched “Turkish Conventions Package”- Partnering with ICVB for Istanbul Delegate Boosting Program- Bidding support; invitation and support letter,- Annual free ticket allocation for ICVB staff to travel and additional allotments for joint marketing activities, inspections- Joint sales call visits- Partner of “Istanbul Congress Ambassador Program”International Congress and Convention Association.Twitter: #ICCA12
    11. 11. “Turkish Conventions Package”• Turkish Airlines offers various products for association and corporate meetings- Min. 50 Participants- Incentives and special discounts • Turkish Airlines Secured over 100 Conventions Plus Turkish Conventions agreements in 2012.International Congress and Convention Association.Twitter: #ICCA12
    12. 12. 51st ICCA Congress Thank you!International Congress and Convention Association. Session sponsored by:Twitter: #ICCA12

    ×