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Corsica ferries

Business case. Corsica ferries. key figures about tourism. France is the top destination for worldwide tourism with nearly 80 million people. The tourism purchase funnel. The old purchase funnel. Image awareness. Purchase. The new purchase funnel. Image awareness. Web is

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Corsica ferries

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  1. Business case Corsica ferries

  2. key figures about tourism

  3. France is the top destination for worldwidetourismwithnearly 80 million people.

  4. The tourismpurchasefunnel

  5. The oldpurchasefunnel Image awareness Purchase

  6. The new purchasefunnel Image awareness Web is everywhere Purchase

  7. The new purchasefunnel Image awareness Web is everywhere Here to know more about destinations Purchase

  8. The new purchasefunnel Image awareness Web is everywhere Herebecause of website or online reputation and discussion Purchase

  9. The new purchasefunnel Image awareness Web is everywhere Herebecausetravel guides and magazines are digital Purchase

  10. The new purchasefunnel Image awareness Web is everywhere Herebecausetravelagencies are offeringspecial packages Purchase

  11. The new purchasefunnel Image awareness Web is everywhere Herebecausetravelagencies have theirown e-business Purchase

  12. The new purchasefunnel Image awareness Web is everywhere But more over after the purchasewhen people are on travel or aftertravel to shareexperiences Purchase

  13. It is not advertisingcampaigns, marketing promotions, or fidelity programs thatdetermine the destination’sreputation and growth; It is the millions of conversations and email exchanges thatoccurbetweenfamilymembers, friends and colleagueseverymonth of the year.

  14. That’swhytourism business must consider social media

  15. 937 millions people on facebook 500 millions people on twitter

  16. Importance of social media in travel destination decision.

  17. Corsica ferries • Corsica ferries is the leading ferry companybetween France and Corsicaisland. • It wasfounded in 1968 and everyyear 3 millions of passengers are crossingwith the company. • 66% of french traveler are going in Corsica by boat (VS 34% by plane)

  18. The task • How canweimprovequality of Corsica ferries communication withkeeping a high promotion value ? • How canweboostearlybookingespecially for easter week-ends ? • How canweincreaseawareness on the brand and createloyalty?

  19. The strategy • Work on a new brand territorywithhigh impact elements. • Combine traditional and digital media to enhance the brand image and getting more bookings. • Use social media to create a communityaroundCorsica ferries and the destination.

  20. Imagine ! The yellowlinkbetweenyou and us !

  21. The creative Pour nous la corse c’est corsica !

  22. Media planning Janv Fév Mars Avril Mai Juin Juillet Aout Sept Oct Nov Déc Display Radio OFF line Press Facebook Blogs ON line Display E mailing

  23. Display in subway

  24. Display in subway

  25. Press

  26. Radio spots

  27. Facebook + 35.000 Fans in 6months 10000 people talk about the posts 250.000people touched by eachpost 11000 Fans in 5mois 5000 people talk about the posts 157.000people touched by each post

  28. Blog session mars 2012 March 2012 : 12 bloggerswereinvited in Corse for a 3 daystravel. The goal : Usinghighlevelinfluencerscommunity in order to show all the top places to visit in northCorsica. Increasing the digital word of mouth. 76 published post More than1800comments More than2100 tweetswith1000 during the blog session More than245 000 followers

  29. Online Display Avril – Mai – Juin 2012 Usingwebsiteswith localisation such as weatherforecast or mapping plans in order to reach people interestedwithCorsica.

  30. Emailings 2012

  31. Results • Corsicakept on itslevel of marketshare (55 %) • May campaigns (display and radio) helped to generatelatebookings. • + 20% of trafic on the website • New bookings came from social media ( Facebook, twitter)

  32. Q & A

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