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National Geographic and Expedia partnership
- 1. BECCA WHITE DANIELLE GUICE LESLY RAMIREZ MARISSA GAVIN TYLER PATTERSON SocialGators Agency
- 2. GOAL To expand Expedia’s target audience to include affluent travelers (with a median HHI of $100,000 or above). To expand National Geographic’s readership in the areas of travel, exploration, photography, wildlife and luxury.
- 3. National Geographic’s partnership with Expedia will be part of a 360-degree campaign that taps into the transformative nature of travel into positive social, digital, linear and live experiences.
- 4. NATIONAL GEOGRAPHIC • The report shows audited data from National Geographic’s total brand universe of 30.9 million, which includes print circulation, digital editions, apps, social media, websites and newsletters for the main edition as well as International, Worldwide and Traveler editions. • In 2012, • 4.2 million print and digital editions for National Geographic • 2.9 million app downloads for National Geographic International • 19.4 million monthly unique visitors to National Geographic.com • 11.7 million Facebook likes • 2.7 million Twitter followers • 5.5 million newsletter distribution
- 5. NATIONAL GEOGRAPHIC REACH National Geographic ranks #1 in reach of: • Men • Generation Z • Net worth $1,000,000+ • Postgraduate degree • Top management • C-suite/top management Circulation: 2,700,000 in 2017
- 6. EXPEDIA’S TARGET AUDIENCE Adult Men and Women Age 45-65+ Median HHI $100,000 Att./Grad College +
- 7. EXPEDIA • One of the largest travel sites in the world, Expedia and its subsidiaries help millions of travelers find flights and hotels every month. • Expedia boasts $5.73bn in revenue. Nearly $400m in profit. And a market cap of over $15bn. • Expedia attracts a variety of demographic groups, one of which happens to be the luxury segment. In fact the company has recently found that 21% of its audience fit into this category, ranging in age from 25-54 with an income of more than $100,000. • When it comes to hotels, the target audience is looking at 4-5 star hotels and are 80% more likely to pay $400 to $499 a night.
- 8. LEISURE TRAVELERS Affluent travelers are: • 70% more likely to book an international package. • 39% more likely to book a vacation of 10 or more days. • 58% more likely to book multi-destination trips vs. a single destination • 32% are more likely to travel without children • 75% are more likely to be business travelers also. • 38% more likely to book 31 or more days in advance, 44% more likely to book 8-14 days in advance and, 24% more likely 3-7 days • 66% more likely to book a package over $2,500 to $5k.
- 9. TARGET AUDIENCE AND METRICS Partnering with National Geographic provides stand-out opportunities to build awareness and increase brand loyalty across our robust storytelling assets. By tapping into our media resources and creative capabilities, advertisers can capture the attention of a global audience and gain access to communities of valuable consumers.
- 10. AUDIENCE TOUCHPOINTS • Figures show that readership has been decreasing, showing a 5% decrease in magazine subscribers over the last four years. • Meanwhile, there has been a steady rise in viewership over the last two years, with almost as many new visitors coming from outside the U.S. • The shift to digital media is prevalent and National Geographic is doing a great job at staying above the curve as it has been shown. This is a great fit for Expedia because most of their bookings come from online users.
- 11. “They build a sense of community with National Geographic‘s Instagram followers, who see photos coming from talented individuals rather than a generic corporate account. As a result, users end up researching and following personal accounts for the photographers, maximizing the brand’s Instagram reach and leading to further engagement.” – Aaron Taube of Contently
- 12. ACTIVATION ONE • Enter today for a chance to be named the 2018 National Geographic Travel Photographer of the Year. Each year, photographers around the world send National Geographic Travel gorgeous images that captivate and astonish. • In previous years, one grand prize winner would receive $10,000 and two first place winners would receive $2,500. • This year, a presenting sponsor, Expedia, will be awarding one grand prize winner an all-inclusive trip to any destination around the world they choose (travel, hotel and expenses will be covered up to $10,000). Two first place winners will an all-inclusive trip to any destination in the U.S. they choose (travel, hotel and expenses will be covered up to $2,500).
- 13. ACTIVATION TWO
- 15. DIGITAL AD EXPERIENCE • National Geographic’s website will run featured digital ads targeted toward “Baby Boomer” readers with a median HHI of $100,000 • National Geographic will measure the advertisements impressions, click-through- rate and overall return on investment • National Geographic Magazine guarantees 500,000 new, unique visitors during this campaign
- 16. Activation Three
- 17. BREAKDOWN OF BUDGET Activation 1: 2018 Traveler Photo Contest Advertising Expenses……………………………………………………………………………… $197,100 P.O. Box and Online Email Expenses………………………………………………………………… $5,000 Judges Cost……………………………………………………………………………………… …. $10,500 Prize Packages (Flights, Hotels Costs, Food/Dining, etc.…)…………………………………………. $15,000 Total Cost: $125,050
- 18. BREAKDOWN OF BUDGET (CONTINUED) Activation 2: Expedia Advertisements for National Geographic Website Video Ads ……………………………………………………………………………………………$200,000 Display Ads ………………………………………………………………………………………….$145,050 Banner Ads ………………………………………………………………………………………….$115,000 Total Cost: $460,050
- 19. BREAKDOWN OF BUDGET (CONTINUED) Activation 3: Photo Gallery Event Advertising Expenses………………………………………………………………………………….$197,100 Venue………………………………………………………………………………..…………………..$13,500 Valet…………………………………………………………………………………………………….$2,550 Food/Drink……………………………………………………………………………………………..$15,000 Guest Celebrity Appearances (Flights, Hotels, Dining, etc……………………………………………..$25,000 Technology Expenses…………………………………………………………………………………$15,000 Total Cost: $268,150
- 20. BREAKDOWN OF BUDGET (CONTINUED) Total Cost of Activation 1………………………………………….$125,050 Total Cost of Activation 2………………………………………….$460,050 Total Cost of Activation 3………………………………………….$268,150 Overall Total Cost……………………………………………………..$853,250
- 21. CAMPAIGN TIMELINE Qualitative Research Campaign Begins 2018 Traveler Photo Contest Analysis Launch Expedia Digital Advertisements Analysis Photo Gallery Event Analysis Finalize Project and Examine Results
- 22. THANK YOU!
- 23. WORKS CITED • Gupta, Ritesh. “Expedia Gets Creative with the Affluent Traveler.” Travel Industry News&Conferences, Eye for Travel, 11 Sept. 2012, www.eyefortravel.com/social-media-and-marketing/expedia-gets- creative-affluent-traveller. • National Geographic. “National Geographic Magazine 2018 Media Information Kit.” National Geographic Magazine, National Geographic, 2018, www.nationalgeographic.com/mediakit/pdf/ng- magazine/NGM_2018_Media%20Kit.pdf. • National Geographic Press Room. “National Geographic Shows 30.9 Million Worldwide Audience via Consolidated Media Report.” National Geographic Partners Press Room, National Geographic , 26 Sept. 2012, press.nationalgeographic.com/2012/09/24/national-geographic-shows-30-9-million- worldwide-audience-via-consolidated-media-report/. • Shaihob, Duraid. “An in-Depth Analysis of How Expedia Converts Visitors into Customers.” Econsultancy, Econsultancy, 27 Sept. 2016, econsultancy.com/blog/68330-an-in-depth- analysis-of-how-expedia-converts-visitors-into-customers-part-one.
Editor's Notes
- “Hello, my name is Lesly Ramirez - everyone else introduces themselves - and we are account executives over at Social Gators. Today, we want to talk to you a little about a partnership we came up with that revolutionize National Geographic and take it over the edge.”
- “Our goal is to expand NG past anywhere it's ever been by introducing a partnership with Expedia. By incorporating aspects which are familiar to NG such as a photo contest sponsored by Expedia, we encourage readers to consider NG primarily when planning their vacations. This way, we not only increase engagement between both brands but we create an associative response in our target market, therefore creating a partnership that makes NG one of the big players in the financial, travel and luxury based arenas.”
- The Audit Bureau of Circulations has released a Consolidated Media Report for National Geographic. The publication, which was ranked as the seventh largest in the U.S. in June 2012, is the largest magazine to present audited data about its cross-platform brand via a CMR.
- If over 80% of around 10 million affluent customers are willing to pay over $400 for a hotel room, then understanding exactly what they are looking for and targeting accordingly really can make a difference.
- In 2009, Baby Boomers accounted for more than ⅓ of leisure travel and 40% of business travel.
- On Instagram, Nat Geo is responsible for 62% of all followers between the top 10 magazine publications.
- These are National Geographic’s touchpoints. Highlighted are the most key, but the figure shows just how many different ways consumers could interact with the brand and companies that advertise within it.
- With 30 million Instagram followers, National Geographic excels at the engagement game. (This is great for Expedia because the need we are looking to satisfy for them is increasing client engagement). Across all digital media, National Geographic masterfully engages audiences by delivering timely, relatable, and relevant content while staying true to its hallmarks: exploration and storytelling.
- The third activation for the magazine is a National Geographic ran event sponsored by Expedia. In this event, participants can pay to add their photography in to the gallery. This event will be a chance for people to showcase, as well as enjoy beautiful photography. Here, we can set up a set location, date, and time and advertise it for a couple of issues of the magazine. We can invite celebrity guests, and well-known photographers that also can show off their work and speak to the audience. The invited celebrity guests will be offered free round trip flights, free dining, and free hotel stay. There will be food and drinks offered at the venue, and a valet service for the guests. The total cost of this event will be an estimated $268,000.
- The breakdown of the budget starts with Activation 1: the Traveler Photo Contest. The largest expenses will come from the advertising, which would be on a page out of the National Geographic magazine in two separate issues. This will be $197,100. The next expenses will come from the mailing, to which we would need to set up a P.O. Box to accept the incoming participant’s photos as well as a way for them to be sent in through online services. This will be $5,000. The next will be the cost for a sophisticated set of judges to help decide the three winners of the contest at $10,500. And lastly, the expenses for the prize packages will be $15,000 to cover the cost of flights, hotel, and dining. The main winner will receive an all-inclusive trip of up to $10,000, and the other second place winners will receive a trip up to $2,500 each. The total cost will come out to $125,000.
- The next Activation is for Expedia Advertisements for the National Geographic Website. These costs will cover video ads at $200,000, Display ads at $145,050, and banner ads at $115,000. The total cost will come out to $460,050.
- The third and final activation is the for the Photo Gallery Event. The first cost will cover the advertising expenses for the event. These will be for a page in the magazine for two separate issues. The cost will be $197,100. The next cost will be for the venue fee that will host the event, and that will be $13,500. The next is for valet service to park the cars, at $2,550. The next will be the food and drink expenses for the guests at $15,000. The guest celebrity appearances will cover the round-trip flights, hotel, and dining at $25,000. And the technology expenses will be at a price of $15,000. The total cost of this activation will come out to $268,150.
- To give a conclusion to the budget, the total cost of Activation 1 is $125,050, the total cost of Activation 2 is $460,050, and the total cost of Activation 3 is $268,150. That makes the overall total cost from the three activations $853,250.
- “We have set out a rough timeline in order to give you an idea of how we will be working toward this goal. We will start off with a situational analysis in order to truly gauge our strengths in the market, our weaknesses, where we can find tru opportunity (such as a partnership with Expedia) and where our weaknesses lie. After this, we can get started on our project. In the midst of each activation, we will issue a check-in which gives you and us as well an idea of how well we are progressing. Finally, we will conclude the project and analyze the results. We want to see how far we’ve come and we want to assure you that you've received a full return on your investment.”
- “Thank you for listening to our pitch. When you think of luxury and travel, we want National Geographic to be every travel blogs go to reference and every wanderlust individuals reference of choice. At SG, we can make that happen. We hope you choose move forward with us and expand your business by partaking in this deal. Does anyone have any questions?”