The document discusses a partnership between Lonely Planet Magazine and Sandals to increase Sandals' brand awareness and bookings. Lonely Planet Magazine was founded in 2008 and focuses on travel stories, photography, and user-generated content. It targets an ABC1 audience for holidays. Sandals' objectives are to increase awareness and bookings in Q1 2010 through an advertising campaign in Lonely Planet Magazine and two other press titles beginning in October 2009, targeting honeymooners aged 35-54. The document proposes an advertising schedule for October through December 2009 across the three publications.
Unique form of advertising. Over forty-years ago Sitour pioneered a novel way of reaching active consumers.
We leverage the popularity of ski resorts and their millions of yearly visitors.
We developed a unique media package at the best resort focal points of attention.
Speaker notes to accompany our presentation about our work in the 22013-14 financial year
http://www.slideshare.net/VisitMosselBay/mossel-bay-tourism-dmo
One of 28-th daily newspapers of the Olympic Villages Sochi 2014. Sochi 2014 newspapers of the Olympic Villages were named by IOC as best village neswpapers ever.
Unique form of advertising. Over forty-years ago Sitour pioneered a novel way of reaching active consumers.
We leverage the popularity of ski resorts and their millions of yearly visitors.
We developed a unique media package at the best resort focal points of attention.
Speaker notes to accompany our presentation about our work in the 22013-14 financial year
http://www.slideshare.net/VisitMosselBay/mossel-bay-tourism-dmo
One of 28-th daily newspapers of the Olympic Villages Sochi 2014. Sochi 2014 newspapers of the Olympic Villages were named by IOC as best village neswpapers ever.
Marketing Birmingham, the city’s strategic marketing partnership, held a joint event with the Public Relations Consultants Association (PRCA) on Thursday 11th April, designed to raise awareness of the organisation among local PR companies.
The event, entitled ‘Telling the city’s story’, provided an insight into the work of Marketing Birmingham, which aims to boost the profile of Birmingham, the Black Country and Solihull among national and international audiences.
3. Sandals Objectives
•Increase brand awareness
•Increase bookings Q1 2010
•Press campaign to go live: October '09
•Target audience: AB 35-54 honeymooners
•Salient environments: Television and two press titles will
be used.
5. •Tony & Maureen Wheeler meet in Regents Park
•1973, Across Asia On the cheap is first published in Sydney.
The ethos behind the book and the company to this day is:
"A beat up car, a few dollars in the pocket and a sense of
adventure."
•Lonely Planet starts publishing guidebooks, initially for Asia then
covering the globe.
•2007 - BBC Worldwide purchase a 75% stake in Lonely Planet.
The Wheelers retain 25% share.
•December 2008 - The first Lonely Planet Magazine is published
by BBC Worldwide.
6. The Product
"The magazine itself is fresh and different and like nothing
else in the travel sector. It's a substantial read and feels like a
cross between a travel title and National Geographic." *
"It covers everything related to travel and foreign culture, from
food to history, architecture to festivals. The emphasis
throughout is on discovering new things or rediscovering
places you thought you knew." *
"A unique element of the publication is the volume and
prominence of user generated content." *
*Nick Vyas, Media Week
7. Our Product continued
Exceptional editorial environment
Lonely Planet Ethos meets BBC excellence
Stunning photography throughout
Monthly you can expect:
Inspiring features
Postcards: stunning travel photography from our readers
Insider tips: information from our readers as well as the experts
Budget savy ideas
Your travel questions answered
Essential pull out mini guides
8. Our audience
90% ABC 1
Average age - 44
Average household income - £46,858
Spend £2,860 per year on holidays
32 days per year holiday
Initial circulation expected to be around the 40,000 mark.
11. Current Media Landscape
•Many competitors in print and online
•Lonely Planet Magazine stands alone within the marketplace
•Not an offshoot from a national newspaper
•Not aloof and un-obtainable for your target audience
•A travel magazine not a lifestyle
"I prefer to take my holiday off the beaten track" 183 *
"I try to go somewhere different every time" 138 *
*Premier TGi Survey for Conde Nast Traveller 2004
12. Proposed schedule
TV - remains the same
Print - Lonely Planet Magazine & The Sunday Times Travel
Magazine
By dropping CNT you can purchase three pages for their two
Build frequency and reach a new audience who are at the heart of
your target demographic
Your clients stay at your resorts, today's travellers are becoming
increasingly curious - we can cater for that curiosity
October - DPS front half guranteed - £11,500
November - Full page front half gurantee - £6,000
December - DPS front half gurantee - £11,500