South Aegean Hotels Association (GETOB) 2007 Media Proposal

1. South Aegean Hotels Association (GETOB)2007 Media Proposal

2. Contents • Key Objectives • Situation Analysis • Competitor Analysis • Target Audience Analysis • Regionality • Seasonality • Strategy • Implementation • Scheduling • Appendices

3. Key Objectives

4. Key objectives Two types of objective; • Short term • Increase volume of bookings for summer 2007 • Long term • Raise awareness of the destination amongst up-market travellers

5. Situation Analysis

6. Overall trend of decline within travel market • Worldwide holiday bookings down 10% • European holiday bookings down 10% • Holiday bookings to Turkey down 17% • Number of visitors to Marmaris also declining • Need to buck this trend *Neilsen TravelTrack (Summer 06). Total packages+accom only.

7. Competitive Analysis

8. Spend of competitor countries over the last 3 years Source: NMR

9. Competitor spend by month Competitor spend no longer so heavily concentrated Nov – Apr 58% of spend in Nov – Apr last year compared to 73% 3 years ago Source: NMR

10. Target Audience Analysis

11. Target audience • According to TGI 954,000 adults in the UK have been to Turkey in the last 12 months • We are unable to split this out into specific regions

12. Profile of visitors to Turkey in the last 12 months C1C2, married or living as, aged 35-64 & working full time Source: TGI 2006

13. Turkey has the highest mean spend of all competitor countries….. • Mean spend • Turkey - £2,030 • Egypt - £1,997 • Cyprus - £1,981 • Morocco/ Tunisia - £1,958 • Portugal/ Madeira- £1,909 • Italy - £1,881 • Greece - £1,772 • Other Europe - £1,755 • Spain - £1,658 • France - £1,653 • Malta - £1,584 • Germany - £1,263 Source: TGI 2006

14. …but Turkey also has the highest index against 6 or more family members on holiday • Mean no. family members on holiday • Turkey – 5 • Cyprus – 5 • France – 5 • Greece – 5 • Spain - 5 • Germany – 4 • Italy – 4 • Malta – 4 • Portugal/ Madeira – 4 • Other Europe – 4 • Egypt – 4 • Morocco/ Tunisia – 4 Source: TGI 2006

15. Attitudes to travel – visitors to Turkey “I try to go somewhere different on holiday every time” (129) “Prefer holidays off the beaten track” (107) “Newspapers/magazines influence my choice of holiday” (154) “On holiday I only want to eat, drink & lie in the sun” (156) “Like the idea of travelling abroad” (132) Source: TGI 2006

16. Highest indexing lifestyle statements from Turkey visitors • My car should catch people’s attention (Index 157) • I like a car that stands out (Index 156) • I like to drive fast (Index 147) • I spend a lot of money on toiletries/ cosmetics (Index 147) • I spend a lot on clothes (Index 142) • Contraception is a woman’s responsibility (Index 141) • The point of drinking is to get drunk (Index 140) • Tend to buy from people who sponsor events/ teams (Index 140) • I always think of the calories in what I eat (Index 139) • A woman’s place is in the home (Index 137) Source: TGI 2006

17. Other destinations travelled to in the last 12 months by Turkey visitors Source: TGI 2006

18. Adults who have visited Turkey in the last 12 months as share of the key competition Source: TGI 2006

19. Demographic breakdown – current v competitor Source: TGI 2006

20. Growing the audience • Given the objective is to grow the number of visitors to Marmaris & to increase the up-market profile, we have defined the target audience as; “ABC1 adults who have visited a competitor destination in the last 12 months”

21. Media consumption of target audience Source: TGI 2006

22. Outdoor advertising seen in the last week Source: TGI 2006

23. Press consumption Source: TGI 2006

24. Key media for consideration • Quality & mid-market newspapers • London Underground • Internet • General magazines • Posters

25. Regionality

26. Glasgow Manchester Birmingham . Cardiff London Regionality • Key areas for travel to Marmaris are; • London • Birmingham • Cardiff • Glasgow • Manchester Central Scotland 5.5% of target (Index 90.8) . . North West 11.8% of target (Index 101.3) London 23.7% of target (Index 116.7) . Midlands 17.4% of target (Index 107.1) . . Wales & West 7.2% of target (Index 93.9) Source: TGI 2006

27. Seasonality

28. Month of holiday Source: TGI 2006

29. Advance booking Most people book 1 month in advance if travelling to Turkey or a competitor destination Source: TGI 2006

30. Bookings made by month % Most bookings in May are made for travel in June Most bookings in March are made for travel in May Most bookings in August are made for travel in September Source: TGI 2006

31. Media Strategy

32. Strategy • 3 key roles for advertising • Awareness • Bring Marmaris region to front of mind of a more up-market audience • Education • Provide the consumer with more knowledge of what Marmaris has to offer • Response • Direct consumer to further information

33. Type of Communication Awareness Education Response Media Imperatives Platform which provides detailed communication (Quality environment) Response drivers Cover builders/ Stature Media Selection Posters (Press) Press, posters (online) Online (posters & press) The Desired Consumer Journey Where they are now Stage 1 Stage 2 Stage 3 Where we want them to be I’m currently looking at holiday options – I’d like to go somewhere a bit different where I can still lie in the sun • What’s this? • I haven’t seen • Marmaris before • looks • interesting I want more Information on Marmaris, where can I find it? Marmaris looks like it could provide what I’m looking for in a holiday I want to go to Marmaris this year

34. Posters Large formats Stature Impactful “Escapism” mindset Broadcast medium Visual communication Cover builder Press Quality environment Allows detailed communication Ability to educate Actively consumed Relevant environment opportunities Target audience use press as reference to choose holidays Recommended media Online Increasingly important medium for researching holidays Drive users through to info gathering & booking Builds awareness Travel/ response driving sites Upmarket awareness building sites 16 sheets Transvisions Limelights LEPs/ DEPs Quality supplements

35. Implementation - Outdoor

36. 16 sheets – London Underground • London is a key market for UK holidaymakers • The London Underground is used by 80% of ABC1 travellers who live in London • Index well against target audience • 16 sheets are a large, impactful format ensuring high visibility • 3 minute dwell time to absorb message • Recommended activity • TM Premier pack - 100 x 16 sheets • General distribution – 100 x 16 sheets • £50,051 for 2 weeks All costs are estimates and all space is subject to availability

37. Escalator panels – London Underground Trio Pack • The trio pack consists for 20 sets of 3 panels in a row • Ideal format for campaigns consisting of three creative executions Digital Escalator Panels • Whole run of escalator panels which offer scope for dynamic digital images that move or feature changing text or images • Recommended activity • TM trio pack – 20 x 3 LEPs • £8,136 for 2 weeks • Digital LEPs – 10” every 90” all day every day for 2 weeks • whole run of escalators at Euston, Paddington, Tottenham Court Road, Charing Cross & Waterloo • £27,000 for 2 weeks All costs are estimates and all space is subject to availability

38. Transvision screens are 48-sheet sized plasma screens which run a series of news and ads on a 20-minute loop Situated on the main concourses in key London and national BR stations The 20 second ads can consist of an animated poster image Provide regional cover in key areas Recommended activity 2 week presence at screens in the following stations; Birmingham International, Birmingham New Street, Manchester Piccadilly, Glasgow Central, Cannon Street, Charing Cross, Euston, Fenchurch Street, Kings Cross, Liverpool Street, London Bridge, Victoria & Waterloo Cost £104,400 Rail – Transvision screens All costs are estimates and all space is subject to availability

39. Rail - Limelights • The UK has a comprehensive rail network with 45% of ABC1 adults using it every 2 weeks • Limelights are framed and backlit 12 sheets located in stations with high commuter footfall • 50 sites in London and South East e.g. Clapham Junction, Waterloo • Recommended activity • 50 sites in London and South East stations • Cost: £83,250 All costs are estimates and all space is subject to availability

40. Implementation - Press

41. Travel Sections • Travel sections provide an appropriate environment • Consumers are actively researching travel and are therefore in the right mindset • National cover • Recommend strips for cost effective stand-out • Title selection has been based on ability to provide cost effective cover of the core target audience as well as quality of supplement • Recommended activity • 3 insertions of 10cm high strips in the following travel sections • Cost: £101,871 • The Times, Sunday Times, Daily Telegraph, Daily Mail, Mail on Sunday All costs are estimates and all space is subject to availability

42. National press supplements/magazines • Supplements provide a high quality editorial environment • National cover • Recommend full pages for standout • Title selection has been based on ability to provide cost effective cover of the core target audience • Recommended activity • 3 insertions of page ads in each of the below magazines • Cost: £90,990 • Sunday Times magazine, Telegraph Magazine, Independent Saturday, Guardian Weekend All costs are estimates and all space is subject to availability

43. Implementation - Online

44. Internet increasingly important when booking holidays

45. Online approach • It is important to distinguish between the 2 objectives because the recommended approach for each is very different . . • An objective to increase the volume of bookings to Marmaris in the short-term requires a response driving campaign • A more long-term objective to raise the awareness of Marmaris as an up-market destination requires a branding campaign which will showcase the area

46. Objective 1: drive sales for summer 2007 • An increase in short term sales would be best promoted with a response driving campaign i.e. offer-led • This requires a transactional site so clicking through to a partner might be the best idea e.g. Thomas Cook • DR travel environments are the name of the game here. Making sure that the deal is in front of people who are looking for travel deals • Obviously this is not the best way to get across the beauty of the destination!

47. Objective 1: candidate sites • Below are some of the sites recommended for a response driving campaign

48. Objective 2: re-position destination • Raising the awareness of the destination to up-market travelers requires a branding campaign & is unlikely to drive the same kind of quantity of immediate sales as a DR, offer-led campaign • Showcasing the destination & explaining, to the target market, the benefits of taking your holidays here • It will still drive response but the main thrust of the ads is to change peoples perceptions of Marmaris • For this task we suggest richer creative (e.g. video streaming, expandable formats, etc) &/or features within carefully selected sites • Some of the sites selected for objective one will still apply here

49. Objective 2: additional candidate sites • Here are some extra sites that we have selected as potential hosts for a Marmaris feature

50. Email • Potentially a way to combine the 2 objectives into one response • Email is a great way of conveying a lot of information in one go. This means that the email can become a kind of brochure in its own right, but an offer could also be included • Email can be targeted demographically & geographically • E.g. ABC1 35-55 with an interest in travel within the selected target areas • Email is bought on a cost-per-thousand basis & we would expect to pay between £30-£75 cpm depending on budget committed