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Travel Marketing Opportunities


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A way to promote mobile handsets to travelers. The main push was for a particular handset to promote through the airports and in Las Vegas. This was put together about five years ago.

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Travel Marketing Opportunities

  1. 1. Perfect World Sony Hospitality and Airline Partnership
  2. 2. “Perfect World” Brief <ul><li>Establish partnerships with companies in the hospitality and air travel industries. </li></ul><ul><li>Keep in mind Sony Ericsson’s corporate and public image </li></ul><ul><li>Sony is currently in the middle of dialogue with two developments in Las Vegas </li></ul><ul><ul><li>Reaching demographic that are most inclined to be Sony Ericsson users </li></ul></ul><ul><ul><li>Strengthening brand identity </li></ul></ul><ul><li>Sony meeting with large U.S. carriers </li></ul><ul><ul><li>Take advantage of captive audience </li></ul></ul><ul><ul><li>Familiarizing travelers with Sony Ericsson brand as a multimedia companion </li></ul></ul>
  3. 3. I Luxurious Living Las Vegas’s New Community Developments
  4. 4. <ul><li>Definition of Properties </li></ul><ul><li>Posh Community </li></ul><ul><li>Sophisticated </li></ul><ul><li>Upscale </li></ul><ul><li>First-Class </li></ul><ul><li>Luxury </li></ul><ul><li>Elegant </li></ul><ul><li>Fashionable </li></ul><ul><li>Secure </li></ul><ul><li>Modern </li></ul><ul><li>Innovative </li></ul><ul><li>Worldly </li></ul><ul><li>Amenities </li></ul><ul><li>Full Spa </li></ul><ul><li>Valet Parking </li></ul><ul><li>Concierge </li></ul><ul><li>Lounge </li></ul><ul><li>Pools </li></ul><ul><li>Fitness Centers </li></ul><ul><li>Shopping Centers </li></ul><ul><li>Room Service </li></ul><ul><li>Entertainment </li></ul><ul><li>Fine Dining </li></ul><ul><li>Housekeeping </li></ul><ul><li>Cabanas </li></ul>New Properties in Las Vegas
  5. 5. <ul><li>View movie times and purchase tickets </li></ul><ul><li>Remote DVR </li></ul><ul><li>Vegas casino on your phone.  Play while not at the casino.  Practice while away. </li></ul><ul><li>Pre-loaded mobile music that can plug into the Sony player back at your room and play over the speaker </li></ul><ul><li>Link to golfing in Vegas and use mobile phones to record scores </li></ul>I Entertainment
  6. 6. <ul><li>Golf Cart Sponsorship </li></ul><ul><li>Golf Scorer and analysis tool on your mobile phone </li></ul><ul><ul><li>Scorecard and yardage book </li></ul></ul><ul><ul><li>Game analysis with graphs and statistics </li></ul></ul><ul><ul><li>GPS lengths and distances </li></ul></ul><ul><ul><li>>8,500 Courses available for download </li></ul></ul><ul><ul><li>Bets and Wagers </li></ul></ul>I Golf
  7. 7. <ul><li>Sony Ericsson provides instant access to concierge and other hotel amenities by speed dial. Phones designed to include image of speed dial service on numbers </li></ul><ul><li>Link hotel phone to the mobile phone </li></ul><ul><li>Link Phone to Nightclub, like push message to provide VIP access passes </li></ul><ul><li>Personalized welcome message when returning on what has been going on, updates on while you were away, dry cleaning is done and ready, etc. </li></ul><ul><li>Push message on what's happening on the Strip coming up </li></ul>I Communication # 0 Wake-up Call * 9 Manager 8 Business Center 7 Valet/ Doorman 6 Restaurant 5 Messages 4 Concierge 3 Room Service 2 House keeping 1 Front Desk
  8. 8. <ul><li>Provide co-branded Sony Ericsson phones to residences that allow for condo live video to your mobile phone   </li></ul><ul><li>Property scan – planning on walking to the park, going to the pool, exercising at the gym, have a look before you go and avoid going when there's a crowd </li></ul><ul><li>Locator of where you are to where you want to go </li></ul><ul><li>Use Mobile phone to get into room as a scanning room key and/or to get into exclusive hotel guest only rooms </li></ul>I Security
  9. 9. I TRAVEL Airport Travelers Advertising Opportunities
  10. 10. Arbitron Airport Report* <ul><li>92 million Americans have taken at least one round-trip flight in the past 12 months (New York receiving the highest number with over 8 million) </li></ul><ul><li>72% of travelers who recall noticing airport advertising, say they take the time to read them </li></ul><ul><li>43% of Frequent Flyers classify themselves as “early adopters” and show an interest in accessing audio/video in a new way </li></ul><ul><li>Movies and music are a major source of entertainment for travelers. </li></ul>*Arbitron, 2004
  11. 11. I Big Outdoors <ul><li>Develop SE phone display directing people to the Cell Phone waiting area </li></ul><ul><li>Runway ground image of SE phone </li></ul><ul><li>Advertise on the Jetways </li></ul>
  12. 12. I Airport Display <ul><li>Provide SE branded storage bags at Security Point for people to put their pocket items in rather than having to fetch it all out and hold up the line while going through screening </li></ul><ul><li>Sony Ericsson phones as a ticket to go through the Security VIP line. </li></ul><ul><li>Advertise on ticket jackets </li></ul><ul><li>Develop a Sony Ericsson Floor Exhibit </li></ul><ul><li>Projected enjoyment – Sony Ericsson phone projected to the floor where people can play a sort of “Simon Says” sort of deal with the keys </li></ul>
  13. 13. I Airport Luxuries <ul><li>Provide SE lounge chairs with embedded speakers for relaxation in the executive lounges </li></ul><ul><li>Have photos taken by SE phones in the lounge and make reference. </li></ul><ul><li>Have signage promoting cell phone users to turn on their Bluetooth to receive coupons for stores while they wait for their flight </li></ul>
  14. 14. <ul><li>Advertising on food trays </li></ul><ul><li>Employment Uniform advertising (this may be even having new uniforms that are imaged to Sony Ericsson phones) </li></ul><ul><li>Sky Mall phone purchase </li></ul><ul><li>Mileage redemption program </li></ul><ul><li>&quot;Sony Ericsson asks you to please turn off your cell phones&quot; announcement </li></ul><ul><li>Commercial advertising ads on airplanes </li></ul>I On-Plane Advertising
  15. 15. <ul><li>Reposition Sony Ericsson phone as the “TRAVEL PHONE” with enhanced camera features and translation guides </li></ul><ul><li>Provide language translation and listen to the pronunciation </li></ul><ul><li>Branded Airplane pillows and eye masks (SE Comfort Pack) </li></ul><ul><li>Pre loaded walkman phones with sony music artists and movies (sort of like Digiplayers on Hawaiian Airlines) </li></ul><ul><li>Sony Ericsson phone winner on select flights </li></ul><ul><li>Provide Sony Walkman® earphones as an alternative to the cheap version and charge the same price </li></ul><ul><li>Rentable/prepaid SE phones for out of the country use </li></ul>I Travel Companion
  16. 16. <ul><li>Huge billboards at Airports (or other travel transportation locations) with cutouts of SE phones People can remove phone from billboard and take home </li></ul><ul><li>Moving Sidewalk advertising </li></ul><ul><li>Illuminated/Digital Wall banners and displays </li></ul><ul><li>Pole advertising wraps </li></ul>I Billboard Advertising
  17. 17. I Baggage <ul><li>Advertising on Trolleys that take people to departure gate and baggage claim. </li></ul><ul><li>Sony Ericsson Carousel Advertising </li></ul><ul><li>Baggage Cart Advertising </li></ul><ul><li>SE Luggage Tags for travelers that don’t have identification on their luggage </li></ul>