Marketing Review - Spring 2008 - (Page A18)

P U B L I C R E L AT I O N S CONVENTION BUREAU/ DESTINATION HONG KONG MOROCCO NEW ZEALAND AIR TAHITI NUI Client Team: Hong Kong, Morocco, New Zealand & Air Tahiti Nui>Lillibeth Bishop PUBLICITY & PROMOTIONS MANAGER, HONG KONG TOURISM BOARD; Rachid Maaninou U.S. DIRECTOR, MOROCCAN NATIONAL TOURIST OFFICE; Annie Dundas REGIONAL MANAGER, USA & CANADA, TOURISM NEW ZEALAND; Nicholas Panza VICE PRESIDENT THE AMERICAS, AIR TAHITI NUI Agency Team: Spring, O’Brien>Lauren Kaufman VICE PRESIDENT; Chris Spring PRESIDENT SITUATION:Four of the agency’s clients, Air Tahiti Hong Kong, Morocco, New Zealand & Air Tahiti Nui>CBS Partnership: Four Clients’ Feature Segments Nui, Morocco, Hong Kong and New Zealand, were looking to increase visibility and create buzz for their respective countries. With national broadcast coverage being the most coveted medium for a destination, the agency was exploring opportunities for feature coverage with CBS’ national morning program, The Early Show. Widely viewed as one of the golden tickets to broad market viewership, the show was interested, but had yet to establish a series covering international travel. Over the course of two years, the agency worked with host Dave Price to create a format that would send him to exotic destinations that the agency represented. After a stalled CBS opportunity for Tahiti in October 2006, a partnership was created with the network to feature four of the agency’s clients in Dave’s “All Access Pass” series. OBJECTIVE: >Develop a partnership with CBS and secure national coverage on its popular morning show to feature segments on Tahiti, Hong Kong, Morocco and New Zealand. >Build national buzz and interest in the destinations by visually showcasing the food, culture, attractions, people and topography unique to each. >Work with the show to create “inside access” itineraries. >Ensure a web component to complement the TV segments. STRATEGY: After 20 months of laying the groundwork, CBS confirmed all four of the agency’s destination clients would be included in the six-part “All Access Pass” series slated for February/March sweeps. Once producers were assigned, the destination teams arranged every detail of the four whirlwind 48- to 72-hour trips, including creating and finalizing itineraries, arranging inside access features (i.e.: meeting Marlon Brando’s son in Tahiti, Sir Richard Branson in Morocco), and securing airfare for CBS crew and prize winners. >To maximize visibility, the agency helped create fanfare at four U.S. cities where winners were awarded and departed on their trips “live on air.” RESULTS: >In February and March 2007, the agency garnered a total of 55 minutes and 33 seconds of national broadcast network airtime on CBS, reaching a viewership of over 3.2 million. Advertising equivalence was $2.7 million, for an ROI of 92:1. >Each destination got a three- to five-minute live send-off during the prize giveaways, a five- to six-minute diary-style feature segment recounting Price’s “All Access” journeys, and promotional plugs leading up to the taped segments. Teaser “video postcards” and follow-up briefs were broadcast of Price and the winner in the destinations. In New Zealand, the final stop, Price reported live from Auckland. >The back-stories and TV segments were posted and archived on CBS.com, which included links to each client’s Web site to drive traffic. The initiative resulted in 55 minutes and 33 seconds of national broadcast airtime for an advertising equivalence of $2.7 million and ROI of 92:1. A-18 HSMAI ADRIAN AWARDS COMPETITION

Table of Contents Feed for the Digital Edition of Marketing Review - Spring 2008

HSMAI Marketing Review - Spring 2008 Contents COLUMN: The Online Marketer COLUMN: Success Stories COLUMN: Guest Column Ten Trends Now Shaping the Future of Hospitality Turning the 2008 Consumer Tax Rebates into Hospitality and Travel Sales 25 Extraordinary Minds in Hospitality and Travel Sales and Marketing The Lure of Lore: Connecting with Customers Through a Unique Brand Story A Careful Balancing Act A Meaningful Relationship: How Technology Affects the Connection Between Hospitality Marketers and Meeting Planners SPECIAL SECTION: The 2007 HSMAI Adrian Awards Building Five Star Imagery

Marketing Review - Spring 2008

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