Publisher ProgramHanaTour KoreaMAY. 16. 2013
Index
Introduction of HanaTour• The first ever Korean travel corporation listed on the London Stock Exchange in 2006• Operating ...
Publisher Program – ValueProposition• B2B based business model maximizes the Sales increases• Connected to sale products &...
Publisher Program – Summary ofPrograms• As a wholesaler, the retail agencies nationwide including franchisees are HanaTour...
Publisher Program – B2BB2BPromotionB2C Promotion B2B & B2C• Targeting 7,500 retail agents, organize destination education ...
Promote US tour product through network TV home-shopping channels targeting shoulder season sales.Details1) US tour produc...
Place US advertisement with Hana Tour. The ads will be usually on ad space that Hana Tour has a special contract but ifpar...
• AD exposures on major portal sites, NAVER & DAUM• NAVER & DAUM are top 2 portal sites in Korea, which are used by the ov...
• Exposing US destination story and information of US tour products on the Twitter, Portal blog and Facebook, which are ge...
• Using the online keyword AD via key portal sites, NAVER & DAUM, it could lead to US product sites of HanaTour for thegen...
A. Major Daily NewspaperC. Bus and Taxi Shelter ADB. Subway Screen ADD. KTX Magazine• AD through mass media such as TV, Ra...
A. Landmark of Seoul (63 City) VideoADC. Outdoor ADB. CF ADPublisher Program – B2C > Co-op ADB2B Promotion B2CPromotionB2B...
Publisher Program – B2C &B2B B2B Promotion B2C Promotion B2B & B2C• As the largest wholesale agent in Korea, HanaTour has ...
L1L1 L2L2L3L3L5L5L4L4B2B Promotion B2C Promotion B2B & B2CPublisher Program – B2C & B2B > Sales Channels
H1H1H2H2 H3H3B2B Promotion B2C Promotion B2B & B2CPublisher Program – B2C & B2B > Sales Channels
I1I1※ Logo shows upB2B Promotion B2C Promotion B2B & B2CPublisher Program – B2C & B2B > Sales Channels
※ Target: HanaTour members 700 thousand / 2 weeksE1E1B2B Promotion B2C Promotion B2B & B2CPublisher Program – B2C & B2B > ...
※ Target: set-up the target case by case / Tourism logo uploadEE1EE1B2B Promotion B2C Promotion B2B & B2CPublisher Program...
M1M1M3M3M2M2M4M4※ Travel manager: B2B booking system. 7.2thousand retail agencies and its 20thousand employees across the ...
※FAN: 8thousandsFB1FB1B2B Promotion B2C Promotion B2B & B2CPublisher Program – B2C & B2B > Sales Channels
MT1MT1※ 98 thousands copies published monthly. Distributed to 1.1thousands HANATOUR-brand sales agencies and general retai...
MT3MT3※ 128p / 35 thousands copies published monthly. Distributed to 1.1thousandsHANATOUR-brand sales agencies and general...
VIPVIP※ The official VIP service of HanaTour.Send 2 times in a year targeted to Summer & Winter Peak season to very import...
• If partners require the special promotion, targeting the particular objectives such as honeymoon, golf and luxury demane...
Contact InformationJi-hee Lee / Assistant Manager / HanaTour headquarterwinner@hanatour.com82-2-2127-12741. Gonpyeong-Dong...
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Hanatours 0516 eng

  1. 1. Publisher ProgramHanaTour KoreaMAY. 16. 2013
  2. 2. Index
  3. 3. Introduction of HanaTour• The first ever Korean travel corporation listed on the London Stock Exchange in 2006• Operating 23 overseas branches• As a Global Culture & Tourism Group with a step-by-step approach, HanaTour is communicating with global partners from‘The Hanatour International Travel Show which is the largest travel exhibition in Korea. (http://www.hits2013.co.kr )Overseas branch through 23 regions 33 Domestic networks• HanaTour is No.1 travel agency in Korea based on B2B wholesale business model.• It holds an unchallenged position in the tourism industry by winning the Korean Brand Star Award for best travel agency forconsecutive 7 years.• Also leading the travel industry, HanaTour serviced over 2.2 million travelers which amount to 18.2% of total Korean outboundtravelers in 2012.
  4. 4. Publisher Program – ValueProposition• B2B based business model maximizes the Sales increases• Connected to sale products & Achieve the economies of scale• Having 33 domestic branch offices and 23 overseas branches• Its clients are 1,173 franchisees and 6,399 mom&pops in the nation• Have more than 280 affiliates.1234• No.1 Brand Power in the industry equipped with most Powerful B2C communication channels• Connected to sale products & Achieve the economies of scale• Various activities through On & Offline channels• Online: Keyword AD, Interworks media-mix AD and etc through Effective Portal sites (Naver, Daum)• Offline: Outdoor advertisements like subway screen AD, Print AD including magazines, Brochure and etc• Mass-media: TV, Radio, Newspapers and etc.• BUSA & HanaTour’s publisher program will match 100% fund of Partner’s investment.
  5. 5. Publisher Program – Summary ofPrograms• As a wholesaler, the retail agencies nationwide including franchisees are HanaTour’s key factor to result in a sales volume.• Get together key retailers and provides information about partners destinations.• Volume Incentive promotion and a sales contest to B2B channel are the essential activities to encourage sales network.123• TV Home-shopping / Exhibition :• All sorts of activities connected to direct sales-increase such as TV home-shopping, Exhibition and etc.• Integrated Campaign:• Mass media AD such as TV, Radio, Newspaper, Subway besides an outdoor advertisement and Portal media-mix onlineAD that HanaTour has a special contract with.• US Product Sales by HanaTour Channels:• Representing channel is HanaTour.com, the official B2C website of HanaTour is the No.1 in travel portal sites.• The average UV is 230 thousand and the average PV is 5 million. HanaTour has over 1,097,371 online members.• Specific target aiming activity:• If partners require the special promotion targeted at the “High-end customers” or “Golf”, “Honeymoon” travel, HanaTourcan promote specific target using HanaTour’s marketing tools.
  6. 6. Publisher Program – B2BB2BPromotionB2C Promotion B2B & B2C• Targeting 7,500 retail agents, organize destination education and training seminars in Seoul, Busan, Daegu, Gyung-gi,Kangwon and Jeolla provinces.• Target number of agents for seminar is 80-100 per city• Hold a sales incentive promotion providing gifts or incentive to agents selling the tour product that features partners product.• The form of gift will be variety; VI upon sales record, Marketing support such as portal keyword AD, MMS, etc.• Banner AD on corporate messenger with 32thousands users including retail agents.
  7. 7. Promote US tour product through network TV home-shopping channels targeting shoulder season sales.Details1) US tour product sales via TV home-shopping channels for 1 hours.2) Posting online special event page on the website of travel agent, which hosts home-shopping3) Booking Result: Approx. 1,000 calls on average per one time home-shopping are recorded, even though the number of callwould be different depending on season, destination and package price The actual booking is about 40%(400pax) out of total call number4) Budget by Travel Agent & DMO: $40,000 per 1 time home-shoppingCaptured image of Home-Shopping Special Online Event pagePublisher Program – B2C > TV Home-shopping B2B Promotion B2CPromotionB2B & B2C
  8. 8. Place US advertisement with Hana Tour. The ads will be usually on ad space that Hana Tour has a special contract but ifpartner wants to place ads on a special location, this can be also negotiated. Hana Tour has already special deals with majorportal sites and below are list of pre contracted ad space that Hana Tour has.A. Online Portal sitesB. Viral Marketing via portal site blog, café, twitter and FacebookC. Online Keyword ADD. Offline advertising mediums- Daily Newspaper- Subway Screen- Bus & Taxi Shelter- Landmark Video AD (63 city, Seoul)- KTX(Korean Train Express) MagazinePublisher Program – B2C > Co-op ADB2B Promotion B2CPromotionB2B & B2C
  9. 9. • AD exposures on major portal sites, NAVER & DAUM• NAVER & DAUM are top 2 portal sites in Korea, which are used by the over 80% out of total Korea internet usersPublisher Program – B2C > Co-op ADB2B Promotion B2CPromotionB2B & B2C
  10. 10. • Exposing US destination story and information of US tour products on the Twitter, Portal blog and Facebook, which are gettinginfluential marketing tools as 66%, out of total Korea internet users are usingPublisher Program – B2C > Co-op ADB2B Promotion B2CPromotionB2B & B2C
  11. 11. • Using the online keyword AD via key portal sites, NAVER & DAUM, it could lead to US product sites of HanaTour for thegeneral consumer who has a plan to travel in America.• The keywords are able to be selected as anything related to America Tour (The name of States, cities, entertainments, etc)• Media mix AD using Major online site such as homepage of the press, portal news sites and etc.Publisher Program – B2C > Co-opAD B2B Promotion B2CPromotionB2B & B2C
  12. 12. A. Major Daily NewspaperC. Bus and Taxi Shelter ADB. Subway Screen ADD. KTX Magazine• AD through mass media such as TV, Radio, Newspaper and etc.• Outdoor AD such as using bus shelter, subway screen, landmark spot, shopping mall, apartments and etc.Publisher Program – B2C > Co-op ADB2B Promotion B2CPromotionB2B & B2C
  13. 13. A. Landmark of Seoul (63 City) VideoADC. Outdoor ADB. CF ADPublisher Program – B2C > Co-op ADB2B Promotion B2CPromotionB2B & B2C• AD through mass media such as TV, Radio, Newspaper and etc.• Outdoor AD such as using bus shelter, subway screen, landmark spot, shopping mall, apartments and etc.
  14. 14. Publisher Program – B2C &B2B B2B Promotion B2C Promotion B2B & B2C• As the largest wholesale agent in Korea, HanaTour has wide range of B2B & B2C channels.• By working with HanaTour, partner products will be exposed in following US special pages as well as through HanaTour’sconsumer DB an mileage program• Details of HanaTour.com:• HanaTour.com, the official B2C website of HanaTour, is No.1 in travel portal sites in Korea.• The average UV is 230 thousands and the average PV is 5 million.• Online members are 1,097,371.• HanaTour.com: www.hanatour.com• Details of SNS channels:• Twitter with 66 thousands followers & 7.5 thousands members of Naver community & Facebook with• Sticker, HanaTour’s exclusive video clip brand, has 2 thousands subscribers with 2 million views• Smart Phone Applications with over 280thousands downloads• Twitter: https://twitter.com/hanatour/• Facebook: https://www.facebook.com/HanaTour.fb• Café: http://cafe.naver.com/hanatouring/• Sticker: http://www.youtube.com/user/Stick2r• Details of Travel Manager (Booking System):• The official online booking system for the retail agents with 16 thousand users• More than 50% of the total bookings are takes place through the Travel Manager.
  15. 15. L1L1 L2L2L3L3L5L5L4L4B2B Promotion B2C Promotion B2B & B2CPublisher Program – B2C & B2B > Sales Channels
  16. 16. H1H1H2H2 H3H3B2B Promotion B2C Promotion B2B & B2CPublisher Program – B2C & B2B > Sales Channels
  17. 17. I1I1※ Logo shows upB2B Promotion B2C Promotion B2B & B2CPublisher Program – B2C & B2B > Sales Channels
  18. 18. ※ Target: HanaTour members 700 thousand / 2 weeksE1E1B2B Promotion B2C Promotion B2B & B2CPublisher Program – B2C & B2B > Sales Channels
  19. 19. ※ Target: set-up the target case by case / Tourism logo uploadEE1EE1B2B Promotion B2C Promotion B2B & B2CPublisher Program – B2C & B2B > Sales Channels
  20. 20. M1M1M3M3M2M2M4M4※ Travel manager: B2B booking system. 7.2thousand retail agencies and its 20thousand employees across the nation use the system. The actual bookings takeplace though the system.B2B Promotion B2C Promotion B2B & B2CPublisher Program – B2C & B2B > Sales Channels
  21. 21. ※FAN: 8thousandsFB1FB1B2B Promotion B2C Promotion B2B & B2CPublisher Program – B2C & B2B > Sales Channels
  22. 22. MT1MT1※ 98 thousands copies published monthly. Distributed to 1.1thousands HANATOUR-brand sales agencies and general retailagenciesMT2MT2B2B Promotion B2C Promotion B2B & B2CPublisher Program – B2C & B2B > Sales Channels
  23. 23. MT3MT3※ 128p / 35 thousands copies published monthly. Distributed to 1.1thousandsHANATOUR-brand sales agencies and general retail agenciesB2B Promotion B2C Promotion B2B & B2CPublisher Program – B2C & B2B > Sales Channels
  24. 24. VIPVIP※ The official VIP service of HanaTour.Send 2 times in a year targeted to Summer & Winter Peak season to very important customers.DM to 9,866 members & email to 8099 membersAt least 2 month of previous notice is necessary.B2B Promotion B2C Promotion B2B & B2CPublisher Program – B2C & B2B > Sales Channels
  25. 25. • If partners require the special promotion, targeting the particular objectives such as honeymoon, golf and luxury demaneds• It could be possible to promote specific target using the HanaTour marketing tools.Publisher Program – B2C & B2B > Specifictarget#2. Hawaii Honeymoon Promotion- Details:• In order to increase honeymoon tour product sales, the honeymoon promotion sets up with HanaTourHoneymoon team before beginning the hot wedding season(Spring & Fall) in Korea.• Carrying out early-bird booking promotion on online event page of HanaTour website.• Providing giveaways for honeymooners who books the products on the HanaTour website on first come firstserve basis.#3. Marianas Golf Promotion- Details:• In order to increase awareness of Marians as a best golf tour destination and the volume of golf tour productsales, Saipan Golf Tournament is co-hosted by Marianas Visitors Authority and HanaTour.• Distributing the promotion golf posters to the 600 major retailers of HanaTour• Posting the special online event page on the HanaTour website#1. America Zeus Promotion- Details:• Zeus is the Premium Luxury Brand of HanaTour. Targeting at the High-end customers.• It has high-end demands specialized marketing tools different from general leisure demands.B2B Promotion B2C Promotion B2B & B2C
  26. 26. Contact InformationJi-hee Lee / Assistant Manager / HanaTour headquarterwinner@hanatour.com82-2-2127-12741. Gonpyeong-Dong, Jonno-gu, Seoul, KoreaYoung-moon Lee / Director / HanaTour LAymlee@hanatour.com1-213-736-12123053 W. Olympic Blvd. #101 Los Angeles, CA 90005Kwang-bum Lee  / General Manager / HanaTour NewYorkkblee@hanatour.com1-718-640-4004147 W 35ST, #709  NewYork  NY 10001Hyun-ah Bang / Branch Manager / HanaTour Hawaii9407bang@hanatour.com1-808-947-12122222 Kalakaua Avenue, Suite 714, Honolulu, Hawaii 96815

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