Tourism & Transport Forum Tuesday 3 rd May, 2011 Rohan Lund

ONLINE CAN’T BE IGNORED 85% of the population check the internet before planning a trip The Internet is the most useful media source for travel or holiday bookings Source: 2010 S10 National Survey -The Nielsen Company, Friday, April 29, 2011

FOR TOURISM, THE INTERNATIONAL AUDIENCE IS KEY 229 million UUs 139 million UUs 208 million UUs 650 Million (a month) Yahoo! Unique Users That’s nearly half of all Internet users! Source, comScore Media Metrix, February 2011

THREE EMERGING WAYS TO CUT THROUGH THE NOISE… Content to Inspire Targeting Social Deals

INTEGRATED CONTENT: CASE STUDY “TOURISM NORTHERN TERRITORY” Tourism Northern Territory had three key destinations to promote~ Darwin, Red Centre & Kakadu The Spirited Travellers are not your average holiday goers. They seek an active holiday, in natural settings and learning about cultures inspires them. Yahoo!7 recommended taking the Spirited Traveller on a virtual journey, discovering the region through the eyes of another. The Branded Video Destination became the hub for the virtual journey and a media first for the travel category in Australia. Continuous to get great traction overseas.

TARGETING: CONNECT TO THE RIGHT AUDIENCES Consumer Connect Audience Match Behavioural Targeting  Custom Segment Targeting Search Retargeting  Site Retargeting  Reverse Pixel Targeting Client Site Retargeting  System / Browser Targeting Demographic  Geographic  Time of Day Targeting Run of site  Contextual Targeting Audience Segmentation by Content Type

123 X= 247,968 ads 6 X 8 X Routes 6 Price Points Per Route 42 Images 8 Background Layouts ONE CAMPAIGN = 247,968 DYNAMIC AD VARIATIONS

LEVERAGING SOCIAL THROUGH GROUP BUYING

SPREETS – TRAVEL DEAL CASE STUDY 247 vouchers sold Value of campaign: $ 95,715 Value of search engine marketing equivalent: $64,152 Total Value of marketing campaign: $159,867 Cost to Castaways Mission Beach= $0 $197,283 revenue

FOUR TAKEAWAYS… 1.Know your audience. If the intended audience is Asia, then online is even more critical 2.When building your brand use Content to inspire 3.Be efficient and Target your offers to cut through the noise 4.Be effective with Social and use quality offers to stimulate conversations