Bonton travels integrated brand strategy pitch by and then

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The truth about everyone is - no one wants to work, we all want life to be one big holiday, right now :-)

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Bonton travels integrated brand strategy pitch by and then

  1. 1. 27.02.12 Friday 4 July 2014
  2. 2. ©All copyrights reserved with And Then Digital Ars Pvt. Ltd. Tourism is travel for recreational, leisure or business purposes. The World Tourism Organization defines tourists as people "traveling to and staying in places outside their usual environment for not more than one consecutive year for leisure, business and other purposes". WIKIPEDIA Friday 4 July 2014
  3. 3. ©All copyrights reserved with And Then Digital Ars Pvt. Ltd. TRAVELS & TOURS MARKET INNOVATIONS STRATEGY Friday 4 July 2014
  4. 4. ©All copyrights reserved with And Then Digital Ars Pvt. Ltd. THE BIG QUESTION WHAT BUSINESS ARE WE IN? Packaged tours? Tour operators? Travel agent? Consolidation? Friday 4 July 2014
  5. 5. ©All copyrights reserved with And Then Digital Ars Pvt. Ltd. EXPERIENTIAL HOLIDAYS? OR Friday 4 July 2014
  6. 6. ©All copyrights reserved with And Then Digital Ars Pvt. Ltd. LET’S STEP BACK Friday 4 July 2014
  7. 7. 2009 The trend for package holiday bookings saw a comeback, as customers sought greater financial security in the wake of a number of holiday and flight companies going bust, and as the hidden costs of 'no-frills' flights increased. Coupled with the search for late holidays as holidaymakers left booking to the last moment, this led to a rise in consumers booking package holidays ©All copyrights reserved with And Then Digital Ars Pvt. Ltd. THE HISTORY OF HOLIDAYS 2005 A growing number of consumers were avoiding package holidays and were instead travelling with budget airlines and booking their own accommodation. In the UK, the downturn in the package holiday market led to the consolidation of the tour operator market, which is now dominated by a few large tour operators. The major operators are Thomson Holidays and First Choice part of TUI AG andThomas Cook AG.1950 Vladimir Raitz, the co-founder of the Horizon Holiday Group, pioneered the first mass package holidays abroad with charter flights between Gatwick airport and Corsica in 1950, and organised the first package holiday to Palma in 1952, Lourdes in 1953, and the Costa Brava and Sardinia in 1954. In addition, the amendments made in Montreal to the Convention on International Civil Aviation on June 14, 1954 was very liberal to Spain, allowing impetus for mass tourism using charter planes. 1841 The first organised tours dated back to Thomas Cook who, on 5 July 1841, chartered a train to take a group of temperancecampaigners from Leicester to a rally in Loughborough, twenty miles away. By 1872 he was undertaking world-wide tours, albeit with small groups. WIKIPEDIA Friday 4 July 2014
  8. 8. ©All copyrights reserved with And Then Digital Ars Pvt. Ltd. Dynamic packaging Dynamic packaging is a method that is becoming increasingly used in package holiday booking procedures that enables consumers to build their own package of flights, accommodation and hire car instead of a pre- defined package. Free Independent Traveler Free Independent Traveler (or Tourist) refers to both a way of traveling and, from an industry viewpoint, a sector within the tourism market. FITs practise a form of dynamic packaging but the emphasis is from the end-user point of view and includes the wider economic effects that FITs "spread" in their destination country as opposed to more traditional, consolidated forms of travel. GLOBAL TRENDS REFLECTED IN INDIA WIKIPEDIA Friday 4 July 2014
  9. 9. ©All copyrights reserved with And Then Digital Ars Pvt. Ltd. HOLIDAY MAKERS PROCESS MAP PLAN HOLIDAY PACKING BLOCK CALENDAR PHOTOS/ VIDEO/ LOCATION BASED INFORMATION MEMORIES SHARED WITH FRIENDS/FAMILY VIA INTERNET/ PRINTS Pre Process Post Friday 4 July 2014
  10. 10. ©All copyrights reserved with And Then Digital Ars Pvt. Ltd. AUDIENCE BEHAVIOUR CHANGE PRE INTERNET BUYING PROCESS POST INTERNET BUYING PROCESS SEE AD VISIT RETAILER NEGOTIATE BUY @ RETAILER SEE AD BUY @ RETAILER BUY @ ONLINE ONLINE SEARCH NEGOTIATE THINGS TO DO IMAGE SEARCH ONLINE VERIFICATION BY FAMILY OR PEERS Friday 4 July 2014
  11. 11. ©All copyrights reserved with And Then Digital Ars Pvt. Ltd. NEED GAP ANALYSIS Status Quo The GAP &then the possibility Marketer behaviour: 1. An inside-out approach - selling packages and tours hence all initiatives from all brands look same (adding to clutter) 2. Fighting to cut prices hence compromising on quality of service and experience 3. Lack of Indian connect in communication Marketers need to speak in the language of their audience. Outside-in approach to brand creation, service design and marketing strategy. Consumer behaviour: 1. Never buys a package 2. Online information and images availability has changed consumer buying behaviour 3. Look at holidays as a direct reflection of a good life Consumers are looking for holidays which enhance their lives. Brand and marketing campaigns which are loved by people living in the internet age and creates avenues for co-creation. Create memorable experiences before, during and post holidays. Friday 4 July 2014
  12. 12. ©All copyrights reserved with And Then Digital Ars Pvt. Ltd. WHAT’S IN IT FOR ME? unavoidable question Friday 4 July 2014
  13. 13. ©All copyrights reserved with And Then Digital Ars Pvt. Ltd. AND-SIGHT everyone believes they deserve a holiday! and they deserve a holiday today! in fact, they should be on a holiday already! EVERYONE WANTS TO EXPERIENCE LIFE NOW! Friday 4 July 2014
  14. 14. ©All copyrights reserved with And Then Digital Ars Pvt. Ltd. BRAND STRATEGY based on the AND-SIGHT Friday 4 July 2014
  15. 15. ©All copyrights reserved with And Then Digital Ars Pvt. Ltd. LET’S BE REMEMBERED FOR ONE THING THAT MATTERS MOST TO EVERY TRAVELLER! Friday 4 July 2014
  16. 16. ©All copyrights reserved with And Then Digital Ars Pvt. Ltd. expecting more out of life Friday 4 July 2014
  17. 17. ©All copyrights reserved with And Then Digital Ars Pvt. Ltd. DELIVERING THE BRAND STRATEGY CO-CREATION OPPORTUNITIES DIGITAL STRATEGY ENGAGEMENT AND INVOLVEMENT STRATEGY CREATIVE STRATEGY DESIGN STRATEGY Friday 4 July 2014
  18. 18. CREATE ONE BONTON MOBILE APP WHICH HELPS A CONSUMER TRACK AND DOCUMENT THE COMPLETE PROCESS! ©All copyrights reserved with And Then Digital Ars Pvt. Ltd. DREAM INTERNSHIPS CO-CREATION WITH STAKEHOLDERS DREAM HOLIDAYS CREATE ONE MOBILE PLATFORM TO DOCUMENT, PLAN, AND REMEMBER ALL HOLIDAYS WITH BONTON CREATE ONE SEAMLESS PLATFORM WHERE TRAVEL WRITERS AND AVID TRAVELERS (YOUTH) CAN EARN BY POSTING CONTENT STRATEGIES Pre Process Post Friday 4 July 2014
  19. 19. ©All copyrights reserved with And Then Digital Ars Pvt. Ltd. DREAM INTERNSHIPS CO-CREATED CONTENT MARKETING DREAM HOLIDAYS PHOTOS/ VIDEO/ LOCATION BASED INFORMATION MAKE HOLIDAYS SOCIAL FOR DIGITAL CONTENT CREATE LOYALTY CLUBS FOR REPEAT SALES CUT DOWN EXPENSES ON TV/ OUTDOOR STRATEGIES PHOTOS/ VIDEO/ LOCATION BASED INFORMATION USE SEM TO DOMINATE FIRST PAGE SEARCHES Friday 4 July 2014
  20. 20. ©All copyrights reserved with And Then Digital Ars Pvt. Ltd. INTERNAL ENABLEMENT Use SMM platforms to feed content on a regular basis and help them turn into influencers and advocates when TG is looking for information. Create opportunities for TG to share their holiday experiences and new ideas and help them consolidate it all in one place. ENGAGEMENT & INVOLVEMENT STRATEGY INFLUENCER COMMUNITY Create conversation across all platforms with BONTON and other industry content for TG consumption to make decisions faster. Also identify opportunities among the industry for prospects to help them turn into advocates over the long term. Friday 4 July 2014
  21. 21. ©All copyrights reserved with And Then Digital Ars Pvt. Ltd. CREATIVE STRATEGY BONTON: For everyone who should be on a holiday already! Friday 4 July 2014
  22. 22. ©All copyrights reserved with And Then Digital Ars Pvt. Ltd. live a little more Friday 4 July 2014
  23. 23. ©All copyrights reserved with And Then Digital Ars Pvt. Ltd. live a little more Friday 4 July 2014
  24. 24. ©All copyrights reserved with And Then Digital Ars Pvt. Ltd. live a little more Friday 4 July 2014
  25. 25. ©All copyrights reserved with And Then Digital Ars Pvt. Ltd. live a little more Friday 4 July 2014
  26. 26. ©All copyrights reserved with And Then Digital Ars Pvt. Ltd. Friday 4 July 2014
  27. 27. ©All copyrights reserved with And Then Digital Ars Pvt. Ltd. The brand is for families and young adults. Travelers who see or surf the net for pictures before a holiday. VISUAL DESIGN: We will take inspiration from art forms relevant to the experience of the holiday. eg. In this campaign, we have used Chamba, and Thangka paintings as inspiration. And this design strategy will be maintained and customized for every campaign. Every holiday is about the experience and so is BONTON. TYPEFACE DESIGN: The headline in all communication will reflect the experience of the holiday. eg. In this case, knits used for warm clothing. DESIGN STRATEGY! Friday 4 July 2014
  28. 28. ©All copyrights reserved with And Then Digital Ars Pvt. Ltd. MOOD BOARD! Friday 4 July 2014
  29. 29. ©All copyrights reserved with And Then Digital Ars Pvt. Ltd. COMMUNICATION PRINT Friday 4 July 2014
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  32. 32. ©All copyrights reserved with And Then Digital Ars Pvt. Ltd. COMMUNICATION OOH Friday 4 July 2014
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  35. 35. ©All copyrights reserved with And Then Digital Ars Pvt. Ltd. COMMUNICATION WEB DISPLAY BANNER - I Friday 4 July 2014
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  40. 40. ©All copyrights reserved with And Then Digital Ars Pvt. Ltd. Automatically re- directed to website Friday 4 July 2014
  41. 41. ©All copyrights reserved with And Then Digital Ars Pvt. Ltd. COMMUNICATION WEB DISPLAY BANNER - II - HINDI Friday 4 July 2014
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  46. 46. ©All copyrights reserved with And Then Digital Ars Pvt. Ltd. Automatically re- directed to website Friday 4 July 2014
  47. 47. ©All copyrights reserved with And Then Digital Ars Pvt. Ltd. COMMUNICATION WEB DISPLAY BANNER - III Friday 4 July 2014
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  52. 52. ©All copyrights reserved with And Then Digital Ars Pvt. Ltd. Automatically re- directed to website Friday 4 July 2014
  53. 53. ©All copyrights reserved with And Then Digital Ars Pvt. Ltd. COMMUNICATION WEB BANNER - IV - PAGE TAKEOVER Friday 4 July 2014
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  64. 64. ©All copyrights reserved with And Then Digital Ars Pvt. Ltd. Automatically re- directed to website Friday 4 July 2014
  65. 65. ©All copyrights reserved with And Then Digital Ars Pvt. Ltd. COMMUNICATION AMBIENT - I - BUZZ MARKETING The only way to experience a holiday is to go on it. Ambient advertising creates a compelling experience - which can help enhance our brand promise. Friday 4 July 2014
  66. 66. ©All copyrights reserved with And Then Digital Ars Pvt. Ltd. RE-CREATE THE EXPERIENCE OF A SUMMER HOLIDAY IN A HILL STATION: Using snow machines take over the parking lot of a mall/ public space and spray ice. This should be supplemented with a good PR push. Friday 4 July 2014
  67. 67. ©All copyrights reserved with And Then Digital Ars Pvt. Ltd. COMMUNICATION AMBIENT - II - BUZZ MARKETING The only way to experience a holiday is to go on it. Ambient advertising creates a compelling experience - which can help enhance our brand promise. Friday 4 July 2014
  68. 68. ©All copyrights reserved with And Then Digital Ars Pvt. Ltd. RE-CREATE THE EXPERIENCE OF A SUMMER HOLIDAY IN A HILL STATION: Using a snow art installation to take over the facade of a mall mall/ public space. This should be supplemented with a good PR push. Friday 4 July 2014
  69. 69. ©All copyrights reserved with And Then Digital Ars Pvt. Ltd. COMMUNICATION AMBIENT - III - BUZZ MARKETING The only way to experience a holiday is to go on it. Ambient advertising creates a compelling experience - which can help enhance our brand promise. Friday 4 July 2014
  70. 70. RE-CREATE THE EXPERIENCE OF A SUMMER HOLIDAY IN A HILL STATION: Create snow-men art installations at malls/ corporate offices/ other public spaces. This should be supplemented with a good PR push. ©All copyrights reserved with And Then Digital Ars Pvt. Ltd. Friday 4 July 2014
  71. 71. ©All copyrights reserved with And Then Digital Ars Pvt. Ltd. COMMUNICATION AMBIENT - IV - FREEBIES The only way to experience a holiday is to go on it. Ambient advertising creates a compelling experience - which can help enhance our brand promise. Friday 4 July 2014
  72. 72. RE-CREATE THE EXPERIENCE OF A SUMMER HOLIDAY IN A HILL STATION: Create promotions - always give relevant feebies, which will enhance the holiday experience. ©All copyrights reserved with And Then Digital Ars Pvt. Ltd. Friday 4 July 2014
  73. 73. ©All copyrights reserved with And Then Digital Ars Pvt. Ltd. COMMUNICATION AMBIENT - V - AIRPORT INSTALLATIONS The only way to experience a holiday is to go on it. Ambient advertising creates a compelling experience - which an help enhance our brand promise. Friday 4 July 2014
  74. 74. RE-CREATE THE EXPERIENCE OF A SUMMER HOLIDAY IN A HILL STATION: Create ICE-BOXES inside airports. People can experience the temperature in a colder climate (destination) by choosing the destination on a kiosk outside. ©All copyrights reserved with And Then Digital Ars Pvt. Ltd. Friday 4 July 2014
  75. 75. ©All copyrights reserved with And Then Digital Ars Pvt. Ltd. COMMUNICATION SOCIAL MEDIA PHONE GAME - I The only way to experience a holiday is to go on it. Ambient advertising creates a compelling experience - which can help enhance our brand promise. Friday 4 July 2014
  76. 76. ©All copyrights reserved with And Then Digital Ars Pvt. Ltd. ! AM HERE A mobile and online app - which transforms any photo YOU SELECT into what you would look like if you went on a holiday to the hills! ! am here ! am here! am here !n SHIMLA with Friday 4 July 2014
  77. 77. ©All copyrights reserved with And Then Digital Ars Pvt. Ltd. COMMUNICATION SOCIAL MEDIA APPLICATION - II The only way to experience a holiday is to go on it. Ambient advertising creates a compelling experience - which can help enhance our brand promise. Friday 4 July 2014
  78. 78. SNOW DUCK! ©All copyrights reserved with And Then Digital Ars Pvt. Ltd. SNOW DUCK! A mobile and online app i.// Once you allow the app to access the camera, it clicks a picture and adds snow and ice frosts to your face, and exports it out as your facebook profile pic. ii.// We could also use it to make a game. Here, snowballs are thrown towards you. You’re supposed to avoid the snowballs by moving out of the way and ducking. The more you avoid, the more points you gain. You can then compare scores on facebook, or invite your friends for a competition. [ ] Place your friend’s photo here. Aim. Shoot. Friday 4 July 2014
  79. 79. AN PRESENTATION http://www.andthen.co.in/ 27.02.12 Friday 4 July 2014

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