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Marketing & Design Strategies
For : The Royal Time Machine
By : Studio ThirstyCrow
‘ Experience your
romance with history ’



Brand Positioning
Key Words :
✦   Luxury Tourism
✦   Culture & Heritage
✦   Chartered travel
    experience
Fact Sheet : Cultural Tourism
✦   Domestic or foreign travelers traffic is over
    60% .
✦   80% of foreign tourists visiting India prefer
    Golden Triangle ( Delhi - Jaipur-Agra )
✦   5 Million foreign & 400 million domestic
    tourists visit heritage sites in India
✦   Ministry of Tourism, Foreign Tourism from
    January to March in 2009 was 1.461
    million.
✦   Tourist inflow in 2009 was 8 million &
    predicted 10 million for 2010.
✦   Commonwealth Games 2010 Forecast :
    2 million foreign tourists and 3.5 million
    domestic tourists in Delhi.
Studio ThirstyCrow Proposals
1. Online Marketing
2. Social Media Promotion
3. Design Collaterals
4. Strategic Partnerships
Key Factors influencing the proposals :

✦   Curated consumption : Concierges drive luxury.
✦   Social responsibility : Showing genuine sensitivity
    to community.
✦   Technology is the key to connection:
    Reservations,distribution channels,brand loyalty,
    customer relationship management.
✦   Broadcasting brand identity : Web2 Tools
✦ VP MakeMyTrip.com :
‘ The online travel industry will grow to US$ 6 billion by 2010.
India registered a 40% penetration in 3 years and is showing
the fastest shift to online travel globally.
✦ 4hoteliers.com reports that over 2/3rds of hotel booking
in the US will be influenced by internet this year.




                                 1. Online Marketing
                                      Travelers use Internet
                                      for everything from
                                      mapping the route,to
                                      finding local food joints
                                      before they start their
                                      vacation
1. Online Marketing
Promoting on-line presence on :
✦   International booking sites like Expedia
     ( Eg :promote deals & online booking )
✦   Travel blogs ( Eg : Lonely Planet )
✦   Private Travel Agents
✦   Indian Communities abroad
    ( Eg : chamber of commerce )
1. Online Marketing
CrowdSourcing :
Call for writers,photographers,students
and travel enthusiasts to post experiences
with RTM online on company blog.
Promoting posts and connecting to a
wider untapped market like :
✦ International Students
✦ International NGOs/MNCs
✦ Independent travelers
✦ Travel & Tourism channels on web
1. Online Marketing
 The more attractive                   More items draw
  the 'channel' is for                more shoppers and
    product donors                   support a good cause
looking to reach new                especially if the items are
                                        unique and they
       customers                        get a good deal




                          The more
                    shoppers placing bids,
                       the more money
                      the charity makes




                                                                  E Charity Market :
                                                                  Multiple Referral Effect
1. Online Marketing
Charity Auctions :
This is an exceptional promotional channel
for marketers to reach the affluent mass.
It is a community of over 100,000 active
bidders and attracts visitors with income in
excess of $120,000.
Biddingforgood.com :
Some of the vendors who regularly donate items/deals include Kimpton Hotels
Boston, Legoland , Limoliner, Reebok Outlet Stores, The Taj Hotels,
Premier Cancun Vacations.
Cmarket.com :
5000 customers solely for org engaged in fundraising for non-profit causes.
Booked $1.3 million in advertising in 2008 and tracking $9 million for
2009 in marketing commitments. It allows large and small org to optimize their
auction fundraising model.
1. Online Marketing
Applications
✦ Market Research
✦ Communication Material
✦ Facilitating interaction design

  for building customer relationship
✦ Upgrading website
✦ Online press materials
✦ Online Adverts
✦ Co-ordinating and designing

   online tie-ups
✦ Moderating information
✦ Upgrading online booking
✦ Online sales promotion
✦ Accelerating distribution

  channels
2. Social Media Promotion
✦Key tool in strengthening brand
and increasing distribution.
✦Maximizing productivity by online
promotion & word of mouth.
✦ Marketingsherpa.com:
62 % of travelers would check reviews over
asking a friend or an online community for a
recommendation.
2. Social Media
                                 Promotion

                    a. Travels plan
                       & search
   f. Passing on
    the positive                        b. Browsing
  experience to                         destination
 friends & family                        & activity


                      Social
                      Media
e. Sharing pics &
  info on online                       c. Booking
    community                            hotels,
                                         tours &
                                       attractions
                       d. Return
                    from vacations
                    & upload travel
                      experience
                         online
• 2. Social Media Promotion
   Souvenirs

• Key Tools & Benefits
   Newsletters

• Coffee table- book
  ✦ Facebook Six degrees of separation
    Linkedin - Corporate promotion
• In-house shoppingand awareness
  ✦
  ✦ Blog - Educate catalogue
  ✦ Newsletter - Update business info
• Customers surprise gifts
  ✦ Twitter - Destination management
2. Social Media promotion
   Applications
✦ Strategic Design
✦ Content Development
✦ Data Management
✦ Art Direction
✦ Creative Direction
✦ Talent Management
✦ Information moderation
✦ Communication Design
✦ Interaction Design
✦ Social Media Analytics
3. Design Collaterals
Bookmarking experiences
by tapping alternative
interests of travelers and
potential customers.
Displaying luxury outwardly
via tangible brand networks.

Applications
✦ Souvenirs : Eg Diaries
✦ Coffee Table Books
✦ Newsletter Handout
✦ Postcards :Eg Tickets
✦ In-house shopping

  catalogue.
✦ Curating art & lifestyle

  products
✦ Tour brochure ( Using info graphics )
✦ Exhibition & promotion

  design at Mumbai International
  Tourism Exhibit Jan 2010
4. Strategic Tie-Ups
Tie-ups,liaisons and partnering with companies and
organizations which would directly and indirectly
promote customer base for the luxury travel coach.
Exploring tie-ups with alternative business models
driven by the elite and the influential from social stand
point , can help accelerate the overall networking.
4. Strategic Tie-Ups
       ✦  Complimentary Tourism companies around India
       like :Palace on Wheels ,Golden Chariot, Fairy Queen
       ✦Heritage hotels in the golden triangle of Delhi-Agra-
       Jaipur
       ✦ Promoting corporate packages Eg : Sunday
       rejuvenation package to employee of the month,
       delegate’s package
       ✦   Internationals Org like British Council
Text
       ✦   Museums & Curators
       ✦   Wedding planners/companies
       ✦   International Student Exchange Org
       ✦   International festivals like Jaipur Virasat Foundation
       ✦   Luxury concierge management groups
Studio Thirsty Crow Team
In house :
Designer , Copywriter , Conceptualizer,
Market researcher , Illustrator
Vendor based :
Programmer , PR agent , Blogger ,
Photographers
Thanks
www.thirstycrow.org

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The Royal Time Machine Proposal

  • 1. Marketing & Design Strategies For : The Royal Time Machine By : Studio ThirstyCrow
  • 2. ‘ Experience your romance with history ’ Brand Positioning Key Words : ✦ Luxury Tourism ✦ Culture & Heritage ✦ Chartered travel experience
  • 3. Fact Sheet : Cultural Tourism ✦ Domestic or foreign travelers traffic is over 60% . ✦ 80% of foreign tourists visiting India prefer Golden Triangle ( Delhi - Jaipur-Agra ) ✦ 5 Million foreign & 400 million domestic tourists visit heritage sites in India ✦ Ministry of Tourism, Foreign Tourism from January to March in 2009 was 1.461 million. ✦ Tourist inflow in 2009 was 8 million & predicted 10 million for 2010. ✦ Commonwealth Games 2010 Forecast : 2 million foreign tourists and 3.5 million domestic tourists in Delhi.
  • 4. Studio ThirstyCrow Proposals 1. Online Marketing 2. Social Media Promotion 3. Design Collaterals 4. Strategic Partnerships
  • 5. Key Factors influencing the proposals : ✦ Curated consumption : Concierges drive luxury. ✦ Social responsibility : Showing genuine sensitivity to community. ✦ Technology is the key to connection: Reservations,distribution channels,brand loyalty, customer relationship management. ✦ Broadcasting brand identity : Web2 Tools
  • 6. ✦ VP MakeMyTrip.com : ‘ The online travel industry will grow to US$ 6 billion by 2010. India registered a 40% penetration in 3 years and is showing the fastest shift to online travel globally. ✦ 4hoteliers.com reports that over 2/3rds of hotel booking in the US will be influenced by internet this year. 1. Online Marketing Travelers use Internet for everything from mapping the route,to finding local food joints before they start their vacation
  • 7. 1. Online Marketing Promoting on-line presence on : ✦ International booking sites like Expedia ( Eg :promote deals & online booking ) ✦ Travel blogs ( Eg : Lonely Planet ) ✦ Private Travel Agents ✦ Indian Communities abroad ( Eg : chamber of commerce )
  • 8. 1. Online Marketing CrowdSourcing : Call for writers,photographers,students and travel enthusiasts to post experiences with RTM online on company blog. Promoting posts and connecting to a wider untapped market like : ✦ International Students ✦ International NGOs/MNCs ✦ Independent travelers ✦ Travel & Tourism channels on web
  • 9. 1. Online Marketing The more attractive More items draw the 'channel' is for more shoppers and product donors support a good cause looking to reach new especially if the items are unique and they customers get a good deal The more shoppers placing bids, the more money the charity makes E Charity Market : Multiple Referral Effect
  • 10. 1. Online Marketing Charity Auctions : This is an exceptional promotional channel for marketers to reach the affluent mass. It is a community of over 100,000 active bidders and attracts visitors with income in excess of $120,000. Biddingforgood.com : Some of the vendors who regularly donate items/deals include Kimpton Hotels Boston, Legoland , Limoliner, Reebok Outlet Stores, The Taj Hotels, Premier Cancun Vacations. Cmarket.com : 5000 customers solely for org engaged in fundraising for non-profit causes. Booked $1.3 million in advertising in 2008 and tracking $9 million for 2009 in marketing commitments. It allows large and small org to optimize their auction fundraising model.
  • 11. 1. Online Marketing Applications ✦ Market Research ✦ Communication Material ✦ Facilitating interaction design for building customer relationship ✦ Upgrading website ✦ Online press materials ✦ Online Adverts ✦ Co-ordinating and designing online tie-ups ✦ Moderating information ✦ Upgrading online booking ✦ Online sales promotion ✦ Accelerating distribution channels
  • 12. 2. Social Media Promotion ✦Key tool in strengthening brand and increasing distribution. ✦Maximizing productivity by online promotion & word of mouth. ✦ Marketingsherpa.com: 62 % of travelers would check reviews over asking a friend or an online community for a recommendation.
  • 13. 2. Social Media Promotion a. Travels plan & search f. Passing on the positive b. Browsing experience to destination friends & family & activity Social Media e. Sharing pics & info on online c. Booking community hotels, tours & attractions d. Return from vacations & upload travel experience online
  • 14. • 2. Social Media Promotion Souvenirs • Key Tools & Benefits Newsletters • Coffee table- book ✦ Facebook Six degrees of separation Linkedin - Corporate promotion • In-house shoppingand awareness ✦ ✦ Blog - Educate catalogue ✦ Newsletter - Update business info • Customers surprise gifts ✦ Twitter - Destination management
  • 15. 2. Social Media promotion Applications ✦ Strategic Design ✦ Content Development ✦ Data Management ✦ Art Direction ✦ Creative Direction ✦ Talent Management ✦ Information moderation ✦ Communication Design ✦ Interaction Design ✦ Social Media Analytics
  • 16. 3. Design Collaterals Bookmarking experiences by tapping alternative interests of travelers and potential customers. Displaying luxury outwardly via tangible brand networks. Applications ✦ Souvenirs : Eg Diaries ✦ Coffee Table Books ✦ Newsletter Handout ✦ Postcards :Eg Tickets ✦ In-house shopping catalogue. ✦ Curating art & lifestyle products ✦ Tour brochure ( Using info graphics ) ✦ Exhibition & promotion design at Mumbai International Tourism Exhibit Jan 2010
  • 17. 4. Strategic Tie-Ups Tie-ups,liaisons and partnering with companies and organizations which would directly and indirectly promote customer base for the luxury travel coach. Exploring tie-ups with alternative business models driven by the elite and the influential from social stand point , can help accelerate the overall networking.
  • 18. 4. Strategic Tie-Ups ✦ Complimentary Tourism companies around India like :Palace on Wheels ,Golden Chariot, Fairy Queen ✦Heritage hotels in the golden triangle of Delhi-Agra- Jaipur ✦ Promoting corporate packages Eg : Sunday rejuvenation package to employee of the month, delegate’s package ✦ Internationals Org like British Council Text ✦ Museums & Curators ✦ Wedding planners/companies ✦ International Student Exchange Org ✦ International festivals like Jaipur Virasat Foundation ✦ Luxury concierge management groups
  • 19. Studio Thirsty Crow Team In house : Designer , Copywriter , Conceptualizer, Market researcher , Illustrator Vendor based : Programmer , PR agent , Blogger , Photographers