罗兰贝格-美国旅游展望跟趋势(ppt 106) .ppt

TIMING Launched UK at WTM with movie category only to tie in with DOC campaign Launch international at ITB Launch domestic at Pow Wow Game Categories National Parks Scenic Byways American Movies Recreation Outdoors American Cities Amusement Parks Famous Americans Historical Sites Famous Places Just for Fun States Sweepstakes Structure Qualified entry: you must answer three questions to be entered into the sweepstakes. Prizes: Proposed U.S. trips, each with a theme: America’s Greatest Cities Amtrak National Parks trip: Four Corners through Las Vegas gateway Theme parks: Orlando Movies: Hollywood Finger Lakes/Niagara Falls Alaska Cruise Sweepstakes, Cont’d Viral Component: send sweeps entry to three friends and get an additional entry for yourself. Collect names (opt in) for future email marketing. U.S. Coop Advertising Opportunities 2005 Reader’s Digest – March Issue (sold out) USA Today – May 6 September 16 National Geographic Traveler – July/August Issue Radio Promotion Packaged promotion using game content 30 prizes per market 5-day promotion, 6 questions per day, one prize giveaway per question See America Week (National Tourism Week) May 8 -15, 2005 TRADE SHOW Tie-in Goal: build traffic to exhibitors in SeeAmerica Pavilions Use Treasure Hunt game questions to promote visitation to booths for answers Drawing at end for grand prize trip to the U.S. Tradeshows UK: WTM, November 8-11, 2004 Germany: ITB, March 11-15, 2005 Worldwide: International Pow Wow, May 3-7, 2005 Japan: JATA, September 22-25, 2005 Brazil: ABAV, October 19-23, 2005 TIA UK Cooperative Program with CMG Sunday Times inserts – January 30 (sold out) March 20 September 25 Daily Mail inserts – March 26 September 17 Travel Agent Direct Mail: 16,000 Essentially America: Winter/Spring/Fall Participation Opportunities Use game content in customized promotions Place ads in Roland Berger Cooperative inserts: USA and UK Offer prizes for radio game during See America week, May 8 – 15, 2005 Kar