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How to Combine Multiple Channels to Inform and Sell Travel Products to

How to Combine Multiple Channels to Inform and Sell Travel Products to 16.5 Million European Customers. Joe LAMBERT International Production Development Vice President E-mail: joe.lambert@libertytv.com. CONTENT. 1. Presentation of LibertyTV Internet & Call Centre European Ambition

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How to Combine Multiple Channels to Inform and Sell Travel Products to

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  1. How to Combine Multiple Channels to Inform and Sell Travel Products to 16.5 Million European Customers Joe LAMBERT International Production Development Vice President E-mail: joe.lambert@libertytv.com

  2. CONTENT • 1. Presentation of LibertyTV • Internet & Call Centre • European Ambition • Case Study: Tunisia Tourist Board

  3. PRESENTATION LIBERTYTV

  4. FACTSHEET PRESENTATION BACKGROUND • European integration and single currency • Emergence of new technologies: call center • technology, internet, databases, interactive television • Change in distribution structure in travel products: • reduction of distance between sellers and final buyers

  5. PRESENTATION First pan-European travel information & distribution system, based on digital television, internet and call center. TV CHANNEL WEBPORTAL CALL CENTER

  6. FACTSHEET PRESENTATION 3 PILLARS 1. Television Channel : 24h/day pan-European television channel 100% dedicated to travel and tourism (80% informative and 20% commercial) 2. Website: internet travel portal site selling TV promotions as well as all other travel products (informative and commercial) 3. Customer Care Center : open 7 days a week

  7. FACTSHEET PRESENTATION THE COMPANY : KEY FACTS • Based in Brussels, with operations in France, Germany, Holland,Luxemburg, Poland, Greece & Tunisia • Founded by Lotfi Belhassine, ex founder of Club Aquarius & Air Liberté • Launched in September 99 in Belgium • 110 staff members : 1/4 staff = television 1/4 staff = travel department (distribution & production) 1/4 staff = call center 1/4 staff = marketing, finance, advertising & sales.

  8. PRESENTATION TWO REVENUE SOURCES • Commission on sales via call center and website • Advertising revenues: • television & website, • tourism and non - tourism

  9. PRESENTATION TARGET GROUPS (1) • European tourists : • To inform them on travel destinations and thematics • To offer them the best travel deals they can book via website or call center • Travel suppliers : • To provide them with an open and flexible platform to sell their products to 16.5 million European tourists

  10. PRESENTATION TARGET GROUPS (2) • Tourist boards : • To offer them a window to efficiently present their destination and its diversity • 4. Advertisers : • To offer them a targeted audience for the promotion of their products or services

  11. COMBINATION OF CHANNELS ADVANTAGES OF TELEVISION AS VIRTUAL BROCHURE • Reaches customers directly in their living room • Entertaining content • More informative than paper brochure • High flexibility tool : programmes & offers change every day

  12. COMBINATION OF CHANNELS CONTENT OFTV

  13. COMBINATION OF CHANNELS THE BIGGEST TOURISM VIDEO LIBRARY • More than 1200 films available • More than 850 hotels filmed • 1 500 000 KM on the road • 2652 shooting days • 103 camera men • 237 destinations filmed

  14. 2. INTERNET & CALL CENTRE

  15. COMBINATION OF CHANNELS Internet : lessons we learnt about selling travel products via the internet (1) • Generic products (air tickets) sell better than complicated ones (packages). • You don’t sell if you don’t have the best price/quality ratio : web surfers look for the best deals. • Selling is lower on the web than in the call center • (many surfers prefer to phone)

  16. COMBINATION OF CHANNELS Internet : lessons we learnt about selling travel products via the internet (2) • Backing up TV with Internet works. • Push marketing works (e.g. Newsletter). • Marketing gimmicks work (e.g. contests, auctions,…)

  17. EUROPEAN AMBITION

  18. TELEVISION DISTRIBUTION

  19. EUROPEAN AMBITION TELEVISION DISTRIBUTION

  20. Country Distribution July 2001 Remarks Cable 3 500 000 1.3 millions viewers every week Canal Satellite, Noos and TPS 3 000 000 Interactive travel agency launched Regional TV Premiere World 8 000 000 1 000 000 Launched in July on Premiere World Nova 100 000 Canal + Group A. Distribution (number of households) EUROPEAN AMBITION TELEVISION DISTRIBUTION BELGIUM FRANCE GERMANY GREECE Launched in July POLAND 400 000 Launched in July Total as of February 2002: 16,5 million households Available in Free To Air on Astra and Eutelsat satellites in Europe, North Africa and Middle East

  21. COMBINATION OF CHANNELS NETWORK OF MEDIA PARTNERS => OPTIMISE CONTENT VISIBILITY (informative & commercial) • WEB • SKYNET - 1st Web site in Belgium • Planet Internet - 2nd Web site in Belgium • Maximiles - online loyalty programme in France • VSD.fr - 2nd largest magazine in France • Premiere World • PRINT • VSD in France • Major daily newspapers & magazines in Belgium • Von Holzbrinck’s Group in Germany (in discussion) • Reise & Preise (in discussion) • TV & RADIO • RTL radio • Regional Televisions in Germany • Canal + • TMF (MTV Group) • Bruxelles Capitale • Télé Bruxelles • NRJ/Nostalgie

  22. Profile % Selectivity Men 57 119 Women 43 83 25-54 years 60 113 >55 years 29 91 Social class 1 15 117 Social class 1-4 57 114 EUROPEAN AMBITION TELEVISION AUDIENCE (Belgium) 1,6m 1,3m Weekly Audience (source : INRA) 690,000 Increase of 80% in 6 months 06/00 01/01 09/01(est)

  23. CASE STUDY

  24. CASE STUDY TUNISIA CASE STUDY: TUNISIA TOURIST BOARD • COLLABORATION ON : • Editorial content: making and diffusion of Tunisia subjects: general and thematic (e.g. golf, thalasso…) • Sponsoring of programmes • Creation and commercialization of Tunisia products • Complementary marketing plan : contest, written press…

  25. CASE STUDY TUNISIA Growth tourist arrivals according to country of origin : Increase of upto 41% (January - March 2001, compared to 2000) Source: ONTT April 2001

  26. A pan-european channel dedicated to travel

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