Recommended
Recommended
More Related Content
What's hot
What's hot (19)
Similar to LondonRoaming | Connecting you to the city!
Similar to LondonRoaming | Connecting you to the city! (20)
Recently uploaded
Recently uploaded (20)
LondonRoaming | Connecting you to the city!
- 1. Team Dodo: Kevin Dunne Joachim Doll Karolina Daniuk Sassy Hicks Katherine Denney Silvio Ferrero Ben Dalton Mike Day
- 3. Jan up 15% YoY • Strong growth in travel planning sites • UK market leading growth (+15%) more stable in US (+4%) • Led by Viator & Fodors globally, but WAYN taking share in the US US UK Source: Hitwise
- 4. UK UK Visits US US Visits Viator 603k Viator 1,345k HostelWorld.com 468k Fodors 1,128k Fodors.com 458k Where Are You Now (WAYN) 973k Where Are You Now (WAYN) 403k TripBase 501k WorldTravelGuide.net 109k Rick Steve’s Europe 355k Frommer’s Travel Guides 103k Tripit 345k TripBase 80k Goby 210k Tripline 61k HostelWorld.com 161k Rick Steve’s Europe 43k Gogobot 85k Nile Guide 36k WorldTravelGuide.net 78k Rome2Rio.com 26k Nile Guide 56k Tripomatic.com (NEW) 25k TravellersPoint 50k Plnnr(NEW) 22k Colncierge.com 41k Gogobot 22k Trip Wolf 33k Trip Wolf 15k TravelMuse 27k TOTAL 2,474k TOTAL 5,388k Source: Hitwise
- 7. 60 Page Guide Book & Portable WiFi
- 10. • This year international tourism to Britain will grow by 3% to 32 million • Amount spent by visitors from overseas will reach £19.4bn (growth of 4.5%) • London named world’s best destination - offers 100s of world class attractions, hotels, shops and restaurants, special events, theatres, concerts, art exhibitions, museums and more • Visitors seek out London for many reasons: business, holidays, visits to friends and relatives, international students Source: http://www.visitbritain.org/
- 11. Why ? • 80% of the world’s population has a mobile phone • Out of the 5 billion mobile phones in the world 1.08 billion are smartphones • 89% of smartphone users use their phones throughout the day • Average smartphone owner uses about 380MB/month Source: http://www.go-gulf.com/blog/smartphone/
- 12. International tourism accounts for nearly four-fifths of all tourist spending in London. USA is the single biggest country of origin with over 1.9 million visitors in 2012, but European countries account for nearly three quarters of all visits to London (72%). http://data.london.gov.uk/dashboard-summary/tourism Visits to London by country of origin in 2012 (‘000s) 0 500 1,000 1,500 2,000
- 13. • London attracted 15.5 million international visitors in 2012 • Over £10 billion spent in 2012 in the city Source: http://www.visitbritain.org/
- 14. The Guides and Trip Planners The MiFi providers
- 15. SEO / PPC / Remarketing in the top countries visiting London: Each location campaign will consist of 4 sub campaigns: London – targeted to users that are broadly searching for London to find out what to do, what to see. London city guide – targeted to users that are searching for a City guide London tour guide – targeted to users that are searching for a Tour guide London WiFi – targeted to users that are searching for a WiFi hotspot
- 16. 70% of Internet users decide which products to buy based on the views expressed by friends and experienced users. That is why LondonRoaming will be present on all major social networking sites like Facebook, Twitter as well as YouTube and Instagram. Promoted posts Competitions Reviews True-view Remarketing Guides Demos Help Promo Tweets Hashtag marketing Reviews Customer service Competitions Customers’ images Source: Nielsen
- 17. Offline and relationship marketing tools will be employed particularly during the first year of trading to increase brand awareness and gain customer trust and positive feedback on LondonRoaming. We anticipate these to be free/mutual/low cost. • Link with restaurants in areas of high tourist footfall in the capital • Cross promote with foreign language radio stations in London – exchange of advertising • Promotion of LondonRoaming at cultural events such as Notting Hill carnival with free gifts • Exchange advertising online and offline with youth hostels • Provide small scale sponsorship or donations in exchange for promotion from charities in the city • Exchange advertising with London taxi company • Cross promotion with independently run in airport stores and cafes
- 18. Offline and relationship marketing tools will be employed particularly during the first year of trading to increase brand awareness and gain customer trust and positive feedback on LondonRoaming. We anticipate these to be free/mutual/low cost. • Tourism trade shows • LondonRoaming sponsored music or art events • Branded vehicles with LondonRoaming logo • Radio/TV appearances/talks • Branded gifts such as umbrellas/waterproof ponchos at tourist hotspots • Postcard marketing • Tourism workshops/seminars • LondonRoaming staff contributions to trade magazines “A Day In The Life at LondonRoaming” • Leaflets/flyers with call tracking for evaluation • Promotion of LondonRoaming at foreign universities • Inflight magazine advertising
- 23. Images take from popular social media sites
- 24. Connecting you to the city!
Editor's Notes
- London offers 100s of world class attractions, hotels, shops and restaurants, special events, theatre, concerts, art exhibitions, museums and moreEvery year the city is flooded with tourists and visitor forecasts for 2013 predict that the volume of international tourism will grow by 3% to 32 million, while the amount spent by visitors from overseas is set to reach £19.4bn, representing growth of 4.5%
- We’re going to create a fully optimised responsive design site that offers visitors everything they need to plan a trip to London with a community of users sharing itineraries and travel tips, offers and discounts to all the great sites, restaurants, hotels, and events. But what is going to make our site the best travel planning site for London is our 60 page London Roaming guidebook with Mi-fi connection and 1gb card keeping you connected throughout your London stay.Once you’re finished visiting London, take your unlocked mi-fi router with you and keep connected anywhere you go.
- We’re going to create a fully optimised responsive design site that offers visitors everything they need to plan a trip to London with a community of users sharing itineraries and travel tips, offers and discounts to all the great sites, restaurants, hotels, and events. But what is going to make our site the best travel planning site for London is our 60 page London Roaming guidebook with Mi-fi connection and 1gb card keeping you connected throughout your London stay.Once you’re finished visiting London, take your unlocked mi-fi router with you and keep connected anywhere you go.
- We’re going to create a fully optimised responsive design site that offers visitors everything they need to plan a trip to London with a community of users sharing itineraries and travel tips, offers and discounts to all the great sites, restaurants, hotels, and events. But what is going to make our site the best travel planning site for London is our 60 page London Roaming guidebook with Mi-fi connection and 1gb card keeping you connected throughout your London stay.Once you’re finished visiting London, take your unlocked mi-fi router with you and keep connected anywhere you go.
- In May 2013, Microsoft embedded a Wi-Fi router in select copies of the print edition of Forbes magazine as a promotion, giving users 15 days of free Wi-Fi through T-Mobile. The promotion was a great success and research showed that people were more likely to carry their Forbes Magazine with them.Travel guide books have always been popular with tourists, and although travel guide sales have declined since 2008, we have an idea to revitalise this increasing less competitive market by taking something old and making it into something new.
- Slide 4 >> Visual: Images of London with stats/graphs on them (as at the moment it’s too much text)Forecast for 2013 is that the volume of international tourism to Britain will grow by 3% to 32 million, while the amount spent by visitors from overseas is set to reach £19.4bn, representing growth of 4.5%. (Let me know if you think it’s not enough information, extra info/graphs here https://drive.google.com/?tab=mo&authuser=0#my-drive)* TripAdvisor survey http://www.independent.co.uk/travel/news-and-advice/london-voted-worlds-top-tourist-destination-7706265.html
- Slide 4 >> Visual: Images of London with stats/graphs on them (as at the moment it’s too much text)Forecast for 2013 is that the volume of international tourism to Britain will grow by 3% to 32 million, while the amount spent by visitors from overseas is set to reach £19.4bn, representing growth of 4.5%. (Let me know if you think it’s not enough information, extra info/graphs here https://drive.google.com/?tab=mo&authuser=0#my-drive)* TripAdvisor survey http://www.independent.co.uk/travel/news-and-advice/london-voted-worlds-top-tourist-destination-7706265.html
- Slide 4 >> Visual: Images of London with stats/graphs on them (as at the moment it’s too much text)Forecast for 2013 is that the volume of international tourism to Britain will grow by 3% to 32 million, while the amount spent by visitors from overseas is set to reach £19.4bn, representing growth of 4.5%. (Let me know if you think it’s not enough information, extra info/graphs here https://drive.google.com/?tab=mo&authuser=0#my-drive)* TripAdvisor survey http://www.independent.co.uk/travel/news-and-advice/london-voted-worlds-top-tourist-destination-7706265.html
- Slide 6 >> Voice over suggestion:Whom are we challenging? YES, there are traditional tour guides offering walk and bus tours around the city. YES, there is The London Pass card allowing travellers visit many attractions and save on entry fees. YES, there are popular print guide books like Lonely Planet and Rough Guides and finally YES there are data cards and Mifi- mobile wifi- providers.However there isn’t a product on the market that would combine printed guide book with portable wifi, connecting people to members-only community with access to exclusive discounts, deals and recommendations, which makes LondonRoaming simply UNIQUE.
- LONDON ROAMING PPC CAMPAIGNTo generate sales, increase traffic to the website, and raise brand awareness, London Roaming needs a PPC (pay per click) campaign.Initially, we would start with Google Adwords, and then extend it to Bing Ads as well. Tourists come to London from every part of the World, however, as a global PPC campaign would be extremely expensive to run we should concentrate to advertise in the top 10 inbound markets. Markets/Countries can be grouped based on their languages. With an extensive global campaign the ideal Adwords structure would be: Account (one per country) > Campaigns > Ad Groups > Keywords.Currency and time zone are set at the account creation and can’t be changed. In our case we will begin to test the market with one account only targeting different countries as location campaigns. Later on we can migrate each location campaign into its own account.COUNTRIES TO TARGETStats shows the top ten inbound markets are:USA, France, Germany, Spain, Italy, Ireland, Netherlands, Australia, Canada, Poland.ADWORDS LOCATION CAMPAIGNS GROUPINGEnglish – USA, Canada, Australia, IrelandFranch – France, CanadaGerman – Germany, NetherlandsSpanish – SpainItalian – ItalyDutch – NetherlandsPolish - PolandEach location campaign will consist of 4 sub campaigns:London – targeted to users that are broadly searching for London to find out things to do, what to see, where to go, etc.London City Guide – targeted to users that are searching for a City guideLondon Tour Guide – targeted to users that are searching for a Tour guideLondon Wifi – targeted to users that are searching for a Wifi spots MARKETING COSTSPercentage of gross sales/revenue:This is probably the simplest method. Most experts recommend somewhere in the range of 2-8% of gross sales. Many industries have their own standard. Most small businesses (less than $5 million gross revenue) should shoot for at least 7-8%. Retails is normally 4-10% of revenues. However, consumer package goods can spend in marketing up to 50% of projected net sales to launch a new product. I would suggest to invest in marketing as much as we possibly can afford. Let’s say up to 30% of the projected sales revenue of GBP 577.170, that is approx. GBP 173,000 a year, 14,416 a month.I would split the marketing expenses as follows:Internet Marketing CPC campaigns GBP 11,000 a monthConventional marketing: GBP 3,000 a monthADWORDS CAMPAIGN COSTSInterest over time according to Google Trends:Searches for LondonSearches for London city guideSearches for London tour guideSearches for London WifiBased on the above stats we should allocate a higher monthly budget to the campaigns London, and London Wifi.To avoid a lot of unwanted and unrelated clicks we will filter searches with careful keyword matching as phrase match, exact match and an extensive negative matching.Enticing and compelling adverts will be written to boost CTR (click through rate).Beside search campaigns we will run Display Network campaigns aimed to managed website placements as well as topics and interests based targeting.A Remarketing campaign will target users again who previously visited the site but did not convert.This campaign should produce a high ROI because prospects are at the end of the buying funnel.OTHER MARKETING CHANNELSFacebook – promoted postsYouTube – True view and Remarketing campaignsGmail - Banners and text ads
- Social Media Strategy70% of Internet users (source: Nielsen) decides which products to buy based on the views expressed by friends and experienced users. That is why LondonRoaming will be present on all major social networking sites like Facebook, Twitter as well as YouTube and Instagram.General strategic plan is to include branding on all social channels consistent with the values of the brand and its marketing objectives and business. LondonRoaming is planning to design and develop creative campaigns with interactive and social aspects to ensure the maximum involvement and user engagement and achieve the goals of branding (e.g. awareness) and marketing (e.g. lead generation, traffic acquisition).Examples:YouTube>> Video explaining the way LondonRoaming works will be launched via YouTube channel and cross promoted through social networks.Users will be encouraged to upload their videos (in reply to LondonRoaming YouTube video) from trips when they’ve used LodnonRoaming.Twitter >> This social network is about immediate interaction>> LondonRoaming followers will be encouraged to ask questions (customer service?) as well as share their travel experiences as they happen (#LdnRoaming or #LondonRoaming or #RoamingAroundLondon) LondonRoaming will participate and contribute to the buzz on Twitterby engaging into conversations, replying, re-tweeting and tagging e.g. #londonadventure #london #travelFacebook >> Used for exclusive promotions (win travel bonus, win free LondonRoaming package, buy one get one free) and user engagement (pictures and story sharing) and sharing of exciting, fresh content (images, infographics).With Social Media Optimisation we can attract new audiences through a range of activities both on site and on social platforms: the assets LondonRoaming owns and produces such as articles, video, images, research can be offered on open company profiles on social networks and site visitors will be encouraged to share (e.g. by integrating social buttons) in order to broaden the base of visibility and access. This will reinforce the image of the company and generate new contacts.Measurement, monitoring and evaluation is utmost important. Reports on users’ growth (FB new likes, , no.Twitter followers) and engagement (sentiment monitoring, no. of mentions, re-tweets, no. FB post shares, FB reach) will be produced on a regular basis.
- So how are we going to make a million. We’re going to build our brand over the next three years and create partnerships to build our revenue channels. This topline view is based on intensive research of travel planning sites, average travel site conversion rates, the costs of running a site including paid search, the costs for our London Roaming guidebook, and a 3 year projection to become one of the top travel sites in London. The plan is to build off the success of our partnerships and Roaming Guides brand to expand globally into other major cities with Paris Roaming, Berlin Roaming, New York Roaming, Hong Kong Roaming and Tokyo Roaming sites to come.
- Our eight team members:Strenghts• Come from six different countries; culturally rich; four live in London; three are UK born• Have travelled extensively around the world; travel experience• Have extensive knowledge of London, the UK market and tourism abroad• Bring together vast career and business experience creating a combined total of + years in Sales PR, marketing and 13 +marketing communications• Copywriting and editing• Media, broadcasting, video and sound editing• Website management, ecommerce, organic and paid search, SEO• Management at senior level• Company ownership