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Dana Potočková, Living the Story

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Prezentace z Ad Campu 2015

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Dana Potočková, Living the Story

  1. 1. Living the Story DANA POTOČKOVÁ
  2. 2. •Source: 1 GNL distribution report FT + PT HHs January 2014, 2 Omniture Discover, Q4 2013 monthly average (Oct-Dec 2013), 3 excludes UK. 4Omniture Discover, Q4 2013 monthly average (Oct-Dec), 5 Android and iOS apps combined (Android play and itunes library data) We have a global reach Australasia 4 million 4 million Asia Pacific 104 million 11 million Middle East 25 million 2 million Africa 9 million 2 million The Americas 129 million 26 million Europe 117 million 14 million3 BBC World News reaches over 380 million households globally1 bbc.com reaches 58 million unique users every month2 BBC.com/Mobile 26 million unique users per month4 Mobile apps 20 million downloads to date5
  3. 3. 3 reaches 380mhouseholds 76mUBs a month have taken a holiday in the past year 86% expect to take a holiday in the next two years 100 % Source: Omniture discover Q1 2014 monthly average Jan – Mar BBC Global Minds Travel Survey 2013
  4. 4. 4 …of big spenders, international travellers and opinion leaders 45 60% 28% 56% 106 %€49,828 32% 34 % AVERAGE YEARLY PERSONAL INCOME LIVED, WORKED OR STUDIED ABROAD MORE LIKELY THAN AVERAGE TO BE A BUSINESS DECISION MAKER AVERAGE AGE MORE LIKELY THAN AVERAGE TO BE AN INFLUENTIAL OPINION LEADER MORE LIKELY THAN AVERAGE TO BE C SUITE MORE LIKELY THAN AVERAGE TO HAVE TAKEN 11+ TRIPS ABROAD IN PAST YEAR UNIVERSITY/ POSTGRAD DEGREE Source: GEMS 2012
  5. 5. 1. The environment - TRUST
  6. 6. Trust me…I know what I’m talking about Future Foundation/BBC Word of Mouth Research, 2010 59%of people listen to the advice and knowledge of their closest peers and colleagues because they are people they trust
  7. 7. 3 in 4 people would travel to an unknown destination if it was recommended by a trusted source. Source: BBC Global Travel Survey, March 2012.
  8. 8. Trust us to the ends of the earth 77%of people would travel to an unknown destination if it was recommended by a trusted source Source: BBC Global Minds Travel Survey 2011. Sample size 1,645
  9. 9. The BBC is the world’s most trusted and high quality international news organisation.
  10. 10. 11 Sources: 1blog.newswhip.com Dec 20142Comscore October 2013 ex. UK 3connecting the story InSites consulting 2013 sample 9000 4 Ledbury research 2014 HNWI sample size 270 TRUST AND INFLUENCE bbc.com offers the most trusted news source4 and access to a hard-to-reach unduplicated audience who are happy to amplify bbc.com content through social media channels 81% don’t use another news website2 BBC rated higher than any other international news organisation by HNWI for measures of brand integrity and stature4 50%more likely toshare news stories3 publisher on Twitter1
  11. 11. Trusted media Source: Media Brand Values 2011 BBC World News is more trusted in than any other channel and the same applies to BBC.com compared to the competition 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% % of viewers who agree each channel is trustworthy 0% 10% 20% 30% 40% 50% 60% % of users who agree each website is trustworthy
  12. 12. Germany was rated as more upmarket and desirable as a travel destination if advertised on BBC.com Source: The Travel Test, CINT March 2012, All Respondents = 1908 (France + India + US Based on those rating top 2 out of 5 BBC positively impacts purchase consideration for travel advertisers % of people who agree that the ad makes me want to visit Germany? BBC.com 62% Lonelyplanet.com 51% NYTimes.com 48% CNN.com 43% Tripadvisor.com 46%
  13. 13. The environment in which a brand message is placed is just as important as what it contains.
  14. 14. 1I. Storytelling - Make people engaged
  15. 15. 20 We bring our stories to life… …from the frontline to the World’s Newsroom – our new home for international news
  16. 16. BBC WORLD NEWS AND BBC.COM LIVE THE STORY With journalists in more places than any other international news broadcaster, we don’t just go where the stories happen, we’re already there. From local knowledge to a global perspective, the BBC uncovers the connections behind the stories.
  17. 17. Live the Story – Trade Press Ad Examples Financial Times, March 14th, Lyse print ad Business Standard, March 26th, full page Lyse print ad
  18. 18. 24 A BBC ADVERTISING CASE STUDY BBC Advertising helps Emirates take off as a lifestyle brand
  19. 19. 25 STRATEGY Emirates wanted to re-launch its brand and communicate its new Hello Tomorrow positioning. Its aim was to be perceived not just as an airline but also as a lifestyle choice, and to ensure that more people than ever would decide to fly Emirates. Emirates’ target audience are frequent international travellers who often spend time living and working overseas. What makes them really different is their desire to connect, embrace and immerse themselves in new cultures and ‘cultured’ experiences. They call them ‘Globalistas’. CASE STUDY | Emirates
  20. 20. 26 EXECUTION • 7 x 22 minute sponsored programmes on BBC World News • 7 x 1” sponsored vignettes • Branded programme trails • Collaboration Culture section on bbc.com • Emirates ad campaign across BBC World News and bbc.com, bbc.com/travel • Marketing and PR • Print advertising in global Financial Times • Client event in Dubai • Social media CASE STUDY | Emirates
  21. 21. 27
  22. 22. 28 23mviewers on BBC World News 77 %surveyed were more likely to fly Emirates on their next flight “BBC Advertising provided us with the perfect sponsorship opportunity to meet our objectives and position Emirates as a lifestyle brand in the minds of our target audience.” MARK WEAVER, MEDIA MANAGER, EMIRATES 23mimpressions online
  23. 23. III. Multiplatform - Channels combinations - Getting out from classical ads boxes
  24. 24. 30 INSPIRATIONAL CONTENT THAT INFLUENCES TRAVEL PLANNING think bbc.com/travel is useful2 found BBC travel programmes useful in planning last holiday1 found BBC news coverage useful in planning last holiday1 found BBC cultural programmes useful in planning last holiday1 95% 73% 62% 49% Source: BBC Global Minds Travel Survey 2013 BBC Global Minds Travel Survey 2013. Site visitors (204) Very or fairly useful
  25. 25. Media travel planning stages 22% 5% 2% TV Holiday ideas/ destinations Researching chosen destination Looking for flights/ accommodation 64% 84% 88% Desktop/Laptop TV is most influential (relatively) in the idea generating process while online is influential throughout the whole process through to booking Source: BBC Global Minds Travel Survey 2012. Sample size 1,456
  26. 26. Holiday planning 0% 20% 40% 60% 80% Social network… Online adverts TV adverts Newspaper… Travel… Search engines Travel websites 5% 4% 3% 4% 14% 37% 34% 18% 16% 15% 21% 39% 35% 38% Which of the following were most useful when planning your last holiday? Agree strongly Source: BBC Global Minds Travel Survey 2012. Sample size 1,456
  27. 27. 35 FEATURE SITES Giving a deeper experience, that complements and extends the reach of bbc.com
  28. 28. Croatian National Tourist Board A BBC ADVERTISING CASE STUDY ALONGSIDE THE WORLD’S FINEST NATURAL HISTORY CONTENT PROMOTING CROATIA
  29. 29. BBC.COM Sponsorship and advertising buyout for the high profile launch of bbc.com/earth. • 100% SOV of ad formats on BBC Earth (leaderboard, half- page, MPU, pre-roll, sponsorship button) • ‘in association with’ sponsor accreditation across BBC Earth • promotional modules driving traffic to BBC Earth from elsewhere on bbc.com and BBC World News • advertising around BBC Earth related content on BBC Travel and BBC Future
  30. 30. BBCGOODFOOD.COM Display and mobile advertising across the site in Europe, including the UK
  31. 31. TOPGEAR.COM Display, video and mobile advertising across the site in Europe, including the UK
  32. 32. THE CAMPAIGN INCREASED POSITIVE OPINION OF CROATIA 93%of bbc.com users who saw the campaign said that they were likely to take active steps towards visiting the country. Source: Post-campaignresearch,Dres Consulting, 9-21 December2014 (729 adults 18-65 in Germany, France and Sweden who travel abroad for leisure at least twice a year and use the internet to help plan their holidays).
  33. 33. A CAMPAIGN WITH CLEAR BENEFITS FOR CROATIA Source: Post-campaignresearch,Dres Consulting, 9-21 December2014 (729 adults 18-65 in Germany, France and Sweden who travel abroad for leisure at least twice a year and use the internet to help plan their holidays). 163 % Those that recognised the campaign were more likely to visit Croatia in the next 12 months - the highest of any neighbouring countries
  34. 34. 1II. Creativity - video, stories
  35. 35. 45 ADVERTISER SOLUTIONS Advertisement feature Custom solutions for content integration Sponsorship Aligns brands with content through buyout and sponsorship Display ads A vast range of impactful, rich media ad formats supporting expandable and interactive creative Bespoke microsite Allows clients a space to make their brand shine Click on buttons for examples
  36. 36. BBC TRAVEL Destination | Poland Leaderboard and MPU, feature buyouts: • Forgotten landscapes outside Krakow • Marilyn Monroe’s new Polish home • Skiing peaks with a papal blessing • A dark and fantastical Polish land
  37. 37. IV. Targeting - Know what you really want
  38. 38. 48 WANT SOMETHING NEW? Source: BBC Global Minds Travel Survey 2013 (546) What are you looking for in your next foreign holiday? 50% 39% 39% 36% 29% 12%
  39. 39. 49 WIDE RANGE OF HOLIDAYS Source: BBC Global Minds Travel Survey 2013 (546) Which of the following holiday types are you likely to consider in the next two years?
  40. 40. Holiday activities Sail in a luxury yacht Play golf Ski or snowboard Shop in a luxury boutique Spend time in a luxury spa Other Stay in a 4-5 star hotel Dine in a fine restaurant 6% 7% 12% 14% 17% 18% 48% 62% In the next two years how likely are you to do the following when away on holiday? Source: BBC Global Minds Travel Survey 2012. Sample size 1,382 -9% YoY -6% -8% -9% +2% -5% -4% -22%
  41. 41. Holiday preference None of these Chance to treat myself Meeting new people Adventure Spending time with family/ partner/ friends Relaxation Experiencing a different culture Discovering new things 2% 29% 30% 33% 52% 57% 64% 66% What are you looking for next in a foreign holiday? Next holiday Source: BBC Global Minds Travel Survey 2012. Sample size 1,382
  42. 42. 52 Half spent over $1500 per person on their last holiday Over a third have taken 3+ leisure trips are likely to stay in a four or five star hotel are likely to dine in a fine restaurant THE BBC AUDIENCE One in four spent over $2500 per person in the last year have taken 3+ business trips 40% 55% :Source: BBC Global Minds Travel Survey 2013 2EMS+CEMS 2014 Mobile users 4 xmore likely than average to havetaken 11+ business trips2
  43. 43. 53 BBC The same trusted reputation for impartiality and intelligence + Passionate, and engaging storytelling, forging an emotional connection with our audience + World-leading creative solutions and production capabilities Access to a truly international, loyal audience of affluent, influential opinion leaders
  44. 44. 54 potockova@worldmedia.cz
  45. 45. 62 Appendix and artwork toolkit
  46. 46. 63 Example Display ads A vast range of impactful, rich media ad formats supporting expandable and interactive creative Click to return
  47. 47. 64 Example Sponsorship Click to return Aligns brands with content through buyout and sponsorship
  48. 48. 65 Example Advertisement Feature Custom solutions for content integration Click to return
  49. 49. 66 Example Bespoke Microsite Allows clients a space to make their brand shine Click to return

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