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

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

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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.

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.

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  • Not clear on – Emerging Trends
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The Future Of Official Airlines Status #ICCA12 MONDAY 22/10/2012 The Future Of Official Airlines Status #ICCA12 MONDAY 22/10/2012 Presentation Transcript

  • 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
  • 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
  • “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
  • “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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • “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
  • 51st ICCA Congress Thank you!International Congress and Convention Association. Session sponsored by:Twitter: #ICCA12