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Content Services From Ful Airlines

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Content Services From Ful Airlines

  1. 1. Airline Digital Content Services
  2. 2. Airline Digital Content Services <ul><ul><li>Presentation Overview </li></ul></ul><ul><ul><li>About Us </li></ul></ul><ul><ul><li>Content Strategy and Travel Booking Cycle </li></ul></ul><ul><ul><li>Custom Unique Destination Content </li></ul></ul><ul><ul><li>Frommer’s Destinations Content </li></ul></ul><ul><ul><li>Events Guide Content </li></ul></ul><ul><ul><li>Airport Guides </li></ul></ul><ul><ul><li>Mobile Applications </li></ul></ul><ul><ul><li>Additional Services </li></ul></ul><ul><ul><li>Case Studies </li></ul></ul>
  3. 3. About Us <ul><ul><li>Frommer’s One of the most trusted names in travel publishing for over 50 years. </li></ul></ul><ul><ul><li>Part of John Wiley & Sons Inc. (Founded 1807 and NYSE listed). </li></ul></ul><ul><ul><li>Unlimited A one-stop, full-service travel content and delivery platform, specifically </li></ul></ul><ul><ul><li>designed to help businesses attract new prospects and convert them to high-value </li></ul></ul><ul><ul><li>customers </li></ul></ul>
  4. 4. <ul><li>“ I need a break and I want to be stimulated and challenged” </li></ul><ul><li>Inspirational destination overviews of key routes </li></ul><ul><li>Events </li></ul><ul><li>Slideshows </li></ul><ul><li>Video </li></ul><ul><li>“ I’ve had a great time and I want to let friends and family and other customers know about it” </li></ul><ul><li>Customers sharing experiences and recommendations via applications on iPhone or iPad </li></ul><ul><li>Competition mechanic to encourage participation </li></ul><ul><li>“ Where are the best neighbourhoods? Which are the best restaurants? Most exciting things to do?” </li></ul><ul><li>Deep destination articles </li></ul><ul><li>Restaurants, nightlife, hotels, shopping and points of interest </li></ul><ul><li>“ Now I’m in the destination, I want to explore the city/resort, but where do I start?” </li></ul><ul><li>Best of luxury, mid-range and budget restaurants </li></ul><ul><li>Neighbourhood itineraries </li></ul><ul><li>Video, mobile applications with augmented reality. </li></ul>Content Strategy linked to Travel Booking Cycle
  5. 5. <ul><ul><li>The need for custom content </li></ul></ul><ul><ul><ul><li>Growing requirement for quality unique content optimised for search engines </li></ul></ul></ul><ul><ul><li>Custom content process </li></ul></ul><ul><ul><ul><li>Information gathering - we want to learn as much as possible about your brand, tone of voice, style and customer profiles </li></ul></ul></ul><ul><ul><ul><li>SEO Consultancy - we can devise your SEO strategy, or work with your agency or in house experts </li></ul></ul></ul><ul><ul><ul><li>Advise on the most effective content pages and article types </li></ul></ul></ul><ul><ul><ul><li>Appoint Project Manager to deliver project </li></ul></ul></ul><ul><ul><ul><li>Agree project timelines </li></ul></ul></ul><ul><ul><ul><li>Deliver samples and receive feedback </li></ul></ul></ul><ul><ul><ul><li>Brief writers and roll out project in full </li></ul></ul></ul><ul><ul><li>Key Custom Content Clients </li></ul></ul><ul><ul><ul><li>BA </li></ul></ul></ul><ul><ul><ul><li>KLM </li></ul></ul></ul><ul><ul><ul><li>Hotels.com </li></ul></ul></ul>Premium Custom Unique Content
  6. 6. Off-the-shelf content <ul><ul><li>Frommer’s 4,500 destination guides available to licence. From inspirational overviews to one day itineraries and practical information , they will help your customers experience a unforgettable trip </li></ul></ul><ul><ul><li>Choose from over 60,000 + Frommer’s points of interest (POIs) including: hotels, shopping, restaurants, attractions and nightlife. All are geo-coded for map integration </li></ul></ul><ul><ul><li>Frommer’s expert team of developers can provide you with the technical implementation to best suit your needs: XML API , private label website , or reverse proxy solutions </li></ul></ul>Frommer’s Destination Content
  7. 7. <ul><ul><li>Events content provides customers with high quality, inspiring and engaging content </li></ul></ul><ul><ul><li>Over 10 years, we’ve built the world’s most comprehensive and compelling database of 15,000 events and 300,000 events dates </li></ul></ul><ul><ul><li>Our global what’s-on includes: </li></ul></ul><ul><ul><ul><li>Festivals to Art exhibitions </li></ul></ul></ul><ul><ul><ul><li>Carnivals to Opera , </li></ul></ul></ul><ul><ul><ul><li>Sports to Gourmet </li></ul></ul></ul><ul><ul><ul><li>Family & shopping </li></ul></ul></ul><ul><ul><li>Each event or attraction article includes: dates, venue, costs, detailed description and, in most cases, an image </li></ul></ul>Premium Events Content
  8. 8. <ul><ul><li>Our Airport guides include the following </li></ul></ul><ul><ul><li>information </li></ul></ul><ul><ul><li>Airport Parking </li></ul></ul><ul><ul><li>Distance from the city centre </li></ul></ul><ul><ul><li>Airport code and contact details </li></ul></ul><ul><ul><li>Terminal information </li></ul></ul><ul><ul><li>Airport facilities - Shopping, Eating & Drinking & Internet and lounges </li></ul></ul><ul><ul><li>Transport to the city via bus, taxi or train </li></ul></ul><ul><ul><li>Links to the airport website </li></ul></ul>Airport Guides
  9. 9. <ul><li>Localisation services In-house expertise to manage large scale localisation projects to the highest standards </li></ul><ul><li>Multi-lingual SEO Consultancy Expert advice on the keyword strategy to drive natural search results </li></ul>Additional Services
  10. 10. Mobile Applications <ul><ul><li>Frommer’s mobile guides contain all the latest reviews and authoritative insight your customers need to make the most of a trip </li></ul></ul><ul><ul><li>We can white label existing apps, or create custom apps to meet your mobile strategy requirements </li></ul></ul><ul><ul><li>Features include </li></ul></ul><ul><ul><ul><li>Local Travel tips </li></ul></ul></ul><ul><ul><ul><li>Practical information </li></ul></ul></ul><ul><ul><ul><li>Restaurant, shops and hotel reviews </li></ul></ul></ul><ul><ul><ul><li>Interactive Location-based maps </li></ul></ul></ul><ul><ul><ul><li>Integrated walking tours </li></ul></ul></ul><ul><ul><li>Destination content can also be delivered via XML into your existing mobile app </li></ul></ul>
  11. 11. <ul><ul><li>Objective </li></ul></ul><ul><ul><ul><li>To deliver content meet BA’s changing objectives and target demographics </li></ul></ul></ul><ul><ul><li>Strategy </li></ul></ul><ul><ul><ul><li>1) Deliver syndicated events and destination guides to inspire leisure customers </li></ul></ul></ul><ul><ul><ul><li>2) Develop SEO optimised custom content and around holiday types such romantic breaks and golfing holidays </li></ul></ul></ul><ul><ul><ul><li>3) To deliver content for BA’s Opportunities campaign targeting business travellers with worldwide business events </li></ul></ul></ul><ul><ul><li>Results on Google </li></ul></ul><ul><ul><ul><li>‘ Flights to New York’ #3 </li></ul></ul></ul><ul><ul><ul><li>‘ Romantic breaks in Paris’ #5 </li></ul></ul></ul><ul><ul><ul><li>‘ Golfing holidays in Bermuda’ #1 </li></ul></ul></ul><ul><ul><ul><li>‘ City break in Amsterdam’ #3 </li></ul></ul></ul>Case Study: British Airways
  12. 12. <ul><ul><li>Objective </li></ul></ul><ul><ul><ul><li>Provoke UGC content </li></ul></ul></ul><ul><ul><ul><li>Develop lively KLM communities to create a buzz </li></ul></ul></ul><ul><ul><ul><li>Boost targeted keywords ‘flight to Amsterdam’ on Google </li></ul></ul></ul><ul><ul><ul><li>Increase natural search referrals </li></ul></ul></ul><ul><ul><ul><li>Drive bookings traffic to KLM website </li></ul></ul></ul><ul><ul><li>Strategy </li></ul></ul><ul><ul><ul><li>Create timely seasonal content articles to target specific communities </li></ul></ul></ul><ul><ul><ul><li>Ensure articles are published in a unique format every time </li></ul></ul></ul><ul><ul><ul><li>Post on social media sites, blogs and link building blog network which schedules posts for effective and ethical impact on ranking </li></ul></ul></ul><ul><ul><li>Results on Google.co.uk </li></ul></ul><ul><ul><ul><li>Moved ‘Flight to Amsterdam’ from #21 at the end of July to #9 </li></ul></ul></ul><ul><ul><ul><li>Moved ‘Cheap flights to Amsterdam’ from #102 to #30  </li></ul></ul></ul><ul><ul><ul><li>Moved ‘Amsterdam flights’ from #50 to #11 </li></ul></ul></ul>Case Study: KLM Social Media Campaign
  13. 13. Please contact: Lindsay Brook-Hartop [email_address] + 44 (0)207 770 6066

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