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How to Combine Multiple Channels to Inform and Sell Travel Products to 16.5 Million European Customers Joe LAMBERT International Production Development.

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Presentation on theme: "How to Combine Multiple Channels to Inform and Sell Travel Products to 16.5 Million European Customers Joe LAMBERT International Production Development."— Presentation transcript:

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

2 CONTENT 1.Presentation of LibertyTV 2.Internet & Call Centre 3.European Ambition 4.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 WEBPORTALCALL CENTER

6 FACTSHEET 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 PRESENTATION 3 PILLARS

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 1.Commission on sales via call center and website 2.Advertising revenues: television & website, tourism and non - tourism

9 PRESENTATION TARGET GROUPS (1) 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 2.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) 3.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 OF TV INFORMATIVECOMMERCIAL Destinations Thematics Daily News Weather Price Comparisons Testimonials 45 " breaking offers 15 teleshopping blocks Third party commercials

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

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 dont sell if you dont 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 Backing up TV with Internet works. Push marketing works (e.g. Newsletter). Marketing gimmicks work (e.g. contests, auctions,…) Internet : lessons we learnt about selling travel products via the internet (2)

17 EUROPEAN AMBITION

18 TELEVISION DISTRIBUTION

19 EUROPEAN AMBITION TELEVISION DISTRIBUTION

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

21 NETWORK OF MEDIA PARTNERS COMBINATION OF CHANNELS 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 TV & RADIO RTL radio Regional Televisions in Germany Canal + TMF (MTV Group) Bruxelles Capitale Télé Bruxelles NRJ/Nostalgie PRINT VSD in France Major daily newspapers & magazines in Belgium Von Holzbrincks Group in Germany (in discussion) Reise & Preise (in discussion) => OPTIMISE CONTENT VISIBILITY (informative & commercial)

22 EUROPEAN AMBITION TELEVISION AUDIENCE (Belgium) Social class Social class >55 years years 8343 Women Men SelectivityProfile % 06/00 Weekly Audience (source : INRA) 01/0109/01(est) 690,000 1,3m 1,6m Increase of 80% in 6 months

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

26 A pan-european channel dedicated to travel


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