The media plan for Priority Pass https://www.prioritypass.com/ Market: United Kingdom Duration: 3 month campaign Budget: GBP 500,000

2. • PRIORITY PASS is providing frequent travellers with independent airport lounge access worldwide
which continues to grow the network of lounges from strength to strength today.
PRIORITY PASS
ACCESS TO 1200+ AIRPORT LOUNGES WORLDWIDE
• PRODUCT is Priority Pass Membership (Access Airport Lounges Worldwide).
TRANQUILITY, SERVICE, SPACE, COMFORT
PREMIUM SERVICE AND SUPPORT
FREE WIFI
AIRPORT DINING, RETAIL AND SPA DISCOUNTS
DIGITAL MEMBER CARD

3. TARGET AUDIEUNCE ANALYSIS
• FREQUENT TRAVELLERS
• INTERNATIONAL ORGANISATIONS

4. SOURCE: http://invattur.aimplas.es/ficheros/noticias/114161655UK_and_Ireland_Business_Travel_Insights_The_21st_Century_Business_Traveller.pdf`
THE 21ST CENTURY BUSINESS TRAVELLER : UK & IRELAND REPORT
1 London Heathrow, with 36%
2 Manchester, with 9%
3 London Gatwick 8%
4 Dublin and Birmingham 5%
2
1
3
4
4
AIR ORIGINS AND DESTINATIONS
(the airport from which respondents usually depart)
FREQUENT TRAVELLERS
Ø BUSINESS TRAVELLERS
Business travellers, seeking the same freedom they enjoy with their
personal travel, are assertively taking more control of planning their
professional travel.
WHAT LEVEL DO THEY OCCUPY IN THE ORGANISATION AND THEIR AGE?
WHERE DO THEY WORK?
17%
14%
10%
6%
11%
8%
Technology sector
Financial services
Transport&Telecom
Healthcare
Manufacturing
Government
18-30
30-40
40-60
60 or Above

5. FREQUENT TRAVELLERS
Ø HOLLIDAY TRAVELLERS
AVERAGE NUMBER OF HOLIDAYS PER PERSON IN UK 2018 BY LIFE STAGE
HOW ARE PEOPLE BOOKING THEIR HOLIDAYS?
The most popular use of the channels for booking holidays is online booking.
SOURCE: https://www.abta.com/sites/default/files/2018-10/Holiday%20Habits%20Report%202018%20011018.pdf
The number of British taking a holiday remains high, with 86% of them
taking a holiday either at home or abroad, and 60% of the population
taking a foreign holiday.
ONLINE BOOKING SITE SEEM TO BE THE BEGINNING
OF CUSTOMER JOUNEY

6. INTERNATIONAL ORGANISATIONS
Ø PRIORITY PASS FOR CUSTOMERS AND EMPLOYEES
The consumers recognise the higher perceived value
and the infrastructure of the company.
Employees working all hours, on-the-go, make sure the
sacrifices they make are recognized and every hour count.
SOURCE: http://invattur.aimplas.es/ficheros/noticias/114161655UK_and_Ireland_Business_Travel_Insights_The_21st_Century_Business_Traveller.pdf`
MORE THAN 11 BUSINESS TRIPS/YEAR
53%
OF BUSINESS TRAVELERS
CUSTOMERS EMPLOYEES
INTERNATIONAL ORGANISATION INSIGHT
HOW LARGE OF THE COMPANY THAT BUSINESS TRAVELERS WORK FOR?

7. MEDIA STRATEGY
• OOH LANDSCAPE
• DIGITAL LANDSCAPE

8. OOH LANDSCAPE
Transport Statistics Great Britain 2017
268 MILLION TERMINAL PASSENGERS
(ARRIVALS AND DEPARTURES)
TRAFFIC AT UK AIRPORTS
SOURCE: Transport Statistics Great Britain 2017/http://www.theairport.org/https://www.primesight.co.uk`
Ø AIRPORT OOH ADVERTISING
This huge audience allows Priority Pass to advertise to the target audience
whilst they are in a captive environment and willing to engage with brand.
Connected
Trendsetters
Innovative
Tech Pioneers
Global C-Suite
Executives
Millenial
Business Elite
Global
Jetsetters
Spectaculars
Digital Screen Network
Overhead Banners

9. SOURCE: WE ARE SOCIAL / WEB INDEX / EXTRAPOLATED FROM FACEBOOK DATA (JANUARY 2019); KEPIOS ANALYSIS
SOCIAL MEDIA AUDIENCE PROFILE UK DIGITAL is growing massively, and is increasing the average
daily time people spent consuming and interacting with media.
DIGITAL LANDSCAPE
Ø UK SOCIAL MEDIA USER ANALYSIS
TIME SPENT WITH MEDIA
SIMILAR’S WEBSITE TOP WEBSITE : RANKING OF WEBSITES BY AVERAGE MONTHLY TRAFFIC
1 SEARCH
3 SOCIAL 2 VIDEO
3 KEY MEDIA OPPORTUNITY TO ENGAGE COSUMERS

10. DIGITAL LANDSCAPE
Ø SOCIAL FACEBOOK & INSTAGRAM
1. Image Page Post SOCIAL 2. Video Page Post 3. Carousel Ad (Image & Video)
Banner and Video ad on Facebook and Instagram platforms – newsfeed on desktop and mobile which can be used
potentially for engaging with customers, gaining brand awareness and increasing engagement.
Brand Awareness Brand Awareness and Increase Engagement

11. DIGITAL LANDSCAPE
Ø DISPLAY ADVERTISING
Online banner advertising that appears on majority UK user websites and travel aggregator sites (flight and hotel
booking site, etc. in regards to Slide 5’s research evidence)
1.Standard Media Banner - Non expandable, single
call to action (one link) banners on Desktop & Mobile
DISPLAY
AD
2.Rich Media Banner – Expandable with CTA
including Pushdown banner and Page Take Over
(OTP) on Desktop & Mobile Devices.
Brand Awareness Brand Awareness and Increase Engagement

12. DIGITAL LANDSCAPE
Ø DIGITAL CONTENT AND BRANDED ENTERTAINMENT
1. Content Creation, Partnership - Partner with web
publisher to create content for brand
CONTENT
2. Blogger Content and Review - Utilize online
blogger to create brand engagement on YouTube
and to drive brand credibility
Consideration and Brand Credibility
CREATIVE AND SHAREABLE CONTENT
By utilize Owned Media, the Priority Pass’s social community to create broad awareness of brand asset.

13. DELIVERY PLAN
• CUSTOMER JOURNEY
• MEDIA CAMPAIGN DELIVERY PLAN

14. DELIVERY PLAN
Ø CUSTOMER JOURNEY
SOURCE: https://www.ons.gov.uk, https://www.statista.com/statistics/286866/uk-residents-monthly-visits-abroad/
This statistic shows the number of monthly visits abroad by residents of the
United Kingdom (UK)
The campaign will be delivered from AUGUST-OCTOBER, as the statistic
showed that they were the most popular months for overseas travel in
2017 and 2018 and trend to be so for 2019.
Audience start looking for booking
the trip online
Audience spend time on social daily
Audience travelling (at airport)
Audience spend at least 2 hrs.
at the airport
Audience purchase
Display Ad
Social Ad
Purchase
Video Ad
Purchase

15. DELIVERY PLAN
Ø MEDIA CAMPAIGN DELIVERY PLAN
AUGUST SEPTEMBER OCTOBER
Display Ad
Social Ad Facebook & Instagram
YouTube
OOH (UK Airport)
CAMPAIGN TIMING : AUGUST SEPTEMBER OCTOBER
- Started from beginning of August to Mid September with Display Ad (Banner Site Specific)
- Mid August to End of the campaign : Social Ad
- Mid August to End of September : Video (15s. Pre-roll)
- Beginning of September to End of the campaign
HIGHTLIGHTED CAMPAIGN
Utilise 5-10 online bloggers create brand engagement and credibility on YouTube. This will be running
for the whole campaign.
CREATIVE AND SHAREABLE CONTENT

16. MEDIA BUDGET PLAN

17. Digital Ad Unit Campaign Run Est. Cost/Unit Total Cost August September October
Website Display
-Skyscrapers CPM Site Specific 1 Aug – 15 Sep 40 47,500 15,834 15,833 15,833
-Banner rectangle CPM Site Specific 1 Aug – 15 Sep 55 25,500 8,500 8,500 8,500
-Billboard CPM Site Specific 15 Aug - 15 Sep 60 36,500 18,250 18,250
VDO Pre-roll (15s.) 15 Aug - 30 Sep 45,000 15,000 15,000 15,000
7Bloggers (Video & Blog Content) 1 Aug – 31 Oct 2,300 48,334 12,074 12,074 9,074 9,074 3,019 3,019
Social Ad
FB Sponsor Post 15 Aug - 31 Oct 0.66 23,000 4,600 4,600 4,600 4,600 4,600
FB Offer 1 Sep - 31 Oct 0.66 16,000 4,000 4,000 4,000 4,000
Total Digital Cost (GBP) 241,834 36,408 74,257 75,257 32,674 11,619 11,619
OOH Position Campaign Run Est. Cost/Unit Total Cost August September October
UK Airports: Heathow, Gatwick,
Luton, Stansted, Southend
-Digital Screen
1 Sep – 31 Oct
7,000
210,000 52,500 52,500 52,500 52,500
-Spectaculars 14,000
Manchester, Dublin, Birmingham,
Glasglow
Overhead Banners 1,500 48,000 12,000 12,000 12,000 12,000
Total OOH Cost (GBP) 258,000 64,500 64,500 64,500 64,500
Grand Total OOH Cost (GBP) 499,834 36,408 74,257 139,757 97,174 76,119 76,119
Ø MEDIA BUDGET PLAN
BUDGET: GBP 500,000
MEDIA BUDGET PLAN

18. SUMMARISE PLAN
Web Display Advertisement
• Start from the beginning of the campaign on the
potential websites as the estimate time for UK
residents will book their holiday or business trips etc.
and over 80% booking online.
• The campaign will run through Mid September which
has been identified as the peak month for flying,
created their brand awareness of Priority Pass as a
Premium Lounge which provide the facilities before
their flights.
Social Advertisement
• Start 2 weeks after web display campaign when travellers
have booked their trips. Facebook and Instagram will be the
focus as the majority of the target audience are social users.
• They will receive the brand messaging which will remind
them from when they saw Priority Pass 2 weeks ago whilst
browsing, gaining brand recognition and the audience will
start thinking of Do they want Priority Pass?
Ø CAMPAIGN : DIGITAL ADVERTISING
Viewability
CTR
Brand
Awareness
Engagement
= =
MEASUREMENT

19. Video (YouTube)
• This will run from mid August to end of September, to
help Priority Pass get closer to the audience after they
have received the messages via online channels.
• Video Ads will be utilized to better visualise the value of
the brand to answer the question Why should you want
the Priority Pass membership?
Bloggers (Video & Content)
• This will run for the whole campaign, the purpose is to create
not only brand consideration and creditability but also the
Brand Social Community as the audience will be more likely to
engage (share, link or comment) on the influencer channels
rather than the Fan Page itself. That will be long term benefit
for Priority Pass.
Ø CAMPAIGN : DIGITAL ADVERTISING
SUMMARISE PLAN
Viewability Share
Comment
Like
Brand
Awareness
Engagement
= =
MEASUREMENT

20. Ø CAMPAIGN : OOH ADVERTISING
OOH Advertisement at the airport
• The campaign will run in the 9 top UK airports, as identified by the research in Slide 4, from September through October.
• Passengers at airports are in high spirits, off to their holiday destination or next big business meeting, with at least 2hrs of time
that is for the majority waiting time.
• This positive, powerful mind-set, and available time encourages spend and allows advertisers to connect with passengers during
this heightened state of awareness that allows Priority Pass the opportunity to stimulate impulse purchasing.
SUMMARISE PLAN

21. PRESENTED BY THANYALAK SARAWONG