CASE STUDY

NBTC Holland Marketing

Background

• NBTC Holland Marketing is responsible for promoting the Netherlands internationally as a top travel destination
• AVIAREPS was engaged to plan and deliver a Southeast Asia Roadshow to increase the number of travellers to the Netherlands

Solution

• We identified Indonesia and Singapore as key regions to target
• Our Roadshow included Jakarta, Surabaya (Indonesia), and Singapore
• Itinerary included a “Table Top” session, lunch, media gathering, workshop, a visit to ITB Asia, and a “Diamond Party”

Results

• Positive feedback from the client, exhibitors, and buyers
• Over 100 trade and media attendees in Indonesia and more than 50 in Singapore

CASE STUDY

Turismo Ecuador

Background

• AVIAREPS won the pitch to support Turismo Ecuador in its participation at ITB Asia in Singapore, the biggest B2B travel trade fair in Asia
• Turismo Ecuador wanted to meet Asian travel trade buyers and represent the diversity of the country to the Asian market

Solution

• We managed pre-show booth arrangements, local coordination, and staff hiring
• We secured travel trade meetings for all the participants of the Turismo Ecuador delegation
• Our staff manned the Ecuador booth, both selling and promoting Turismo Ecuador
• Throughout the fair we conducted market research and feedback sessions with travel trade to provide valuable insights for the client

Results

• 9,650 attendees and 850 buyersfrom over 100 countries at ITB Asia saw the Ecuador stand
• The client was delighted with the booth arrangements and support given during the show, and has engaged AVIAREPS for subsequent exhibitions

CASE STUDY

Red Bull South Australia

BACKGROUND

• AVIAREPS was tasked with positioning South Australia and its Kangaroo Island as a top destination for young German travelers
• Our brief was to regain market share for the region, and secure a brand partnership to help maximize conversion and ROI amongst 18-35s

SOLUTION

• Partnering with Red Bull, we designed and launched a nationwide competition to win a “beyond the ordinary” trip to South Australia
• Entrants were asked to post pictures of their “#beyondtheordinary” moments on Instagram
• The competition was promoted by student brand managers, who distributed 100,000 flyers on campuses across Germany
• The prize draw trailer was shown in university cafeterias, and at key Red Bull events (King of the Rock; Wings for Life World Run)

RESULTS

• 1.5M print contacts
• 100M TV/online contacts
• Media value of €4M
• Access to 1.6M “fans” through Red Bull’s Facebook page
• Over 1M visits to the Red Bull webpage

CASE STUDY

Visit California

Background

• AVIAREPS was tasked with conducting market research on behalf of Visit California and helping to refine its strategy for targeting the Korean market
• We were asked to investigate attitudes towards California and travel patterns among Korean consumers, trade, and media

Solution

• Having designed and conducted the research, we realized that despite initial brand recognition, the depth of knowledge on California as a travel destination was limited among the target groups
• We further discovered that once consumers selected where to travel for their vacation, 90% gathered additional information via online sources
• We identified online, PR and trade channels to attract potential travelers and establish California as a “front of mind” destination for Korean travelers
• We introduced the idea of “mega blogger” fam trips, conducted in co-operation with Samsung Credit Card and Canon Camera, which generated significant coverage and positioned California as an aspirational destination

Results

• 2,460 nationwide internet users, 30 key tour operators and travel agents, and 30 media outlets surveyed
• $4.5M PR value generated with each mega blogger Fam
• $200,000 ad budget spent by partners (TV and online) with Visit California’s logo

CASE STUDY

Newsroom and Global PR Platform

Newsroom

• Newsroom is a one-stop portal for storing and developing stories, press releases, social media posts and other related content
• We help you set-up and manage your Newsroom in any of your target markets
• Powerful analytics and measurement tools allow you to monitor the success of your PR activity
• Users can systematically “invite” journalists/potential clients to follow them
• The platform also automatically displays related topics for visitors, providing the opportunity for increased visitor engagement
• Newsroom users can follow and engage with “influencer” media on the stories that they would like to push

Global PR Platform

• Our Global PR Platform allows you to harness the power of the AVIAREPS network and distribute stories across relevant media all over the world
• Through the platform you can access services such as:
  • Creation and/or translation of press releases into 11 different languages (English, Arabic, Chinese, French, German, Italian, Japanese, Korean, Portuguese, Russian, and Spanish)
  • Distribution of press releases to the travel trade media, online news portals, and daily news publications across 50+ countries
  • Monthly clipping reports
• This is a cost-effective, flexibly priced, and centralized way to distribute your story to the right contacts

CASE STUDY

Mauritius

BACKGROUND

• Our brief was to increase awareness of Mauritius as a top destination amongst the German travel trade
• In order to reach an audience spread across Germany – and to keep costs down – we were tasked with running an e-Learning initiative

SOLUTION

• We devised a series of webinars on topics such as Mauritian culture, “active Mauritius”, and selling Mauritius more effectively across different target groups
• Participation was increased through giveaways, such as a free stay in a Mauritian hotel, a travel guide, and a goody bag
• Sessions were promoted through extensive media coverage, travel trade websites, and social media

RESULTS

• 200+ participants since November 2014
• Significant marketing campaign with a leading German travel trade magazine for summer 2015

CASE STUDY

The Breakers & The Palm Beaches

Background

• As the most high-end hotel in The Palm Beaches, and the first “American Resort Destination”, The Breakers accounts for a big part of the region’s history
• We were briefed with designing an “out of the box” VIP networking luncheon to promote both The Palm Beaches and The Breakers to the media

Solution

• Inspired by Baz Luhrmann’s Great Gatsby, we introduced a heritage theme, reminiscent of the American “Golden Age”
• We held the event at Chef Rouge’s private room – an opulent VIP area and popular celebrity hangout in one of the region’s best restaurants
• We welcomed each guest with the “Key To The Palm Beaches” (a flash drive with e-media kit that looks like a real key), custom Palm Beaches tags, and a leather agenda
• The intimate luncheon was conducted with stories of millionaires who helped to make the destination what it is today, along with fairy-tale-like wedding videos from The Breakers

Results

• Oversubscribed attendance by magazines such as Harper’s Bazaar, Glamour, Marie Claire, and Viagem e Turismo (top Brazilian tourism magazine)
• Generated over $19M worth of coverage; circulation over 200,000

CASE STUDY

NYC & Company

Background

• NYC & Company – New York City’s official marketing, tourism and partnership organization – asked AVIAREPS to help increase MICE traffic from China to the Big Apple

Solution

• Together we devised a campaign, encouraging Chinese tourists to spend Chinese New Year in New York City
• We created four unique tour packages averaging $2,500 each
• We partnered with Continental Airlines and major Chinese tour operators, and engaged sponsors including the Empire State Building, Macy’s, and Cartier
• We conducted online promotions through CITS/CYTS/CTS’ official websites
• We distributed NYC & Company’s official press release to 990 contacts
• We gained access to Continental Airlines’ mailing list of 10,000 people, and China UnionPay’s 200,000 registered members
• NYC & Company distributed a Chinese Quick Guide, City Map, Macy’s discount card, and New Year’s gift to each Pax prior to departure
• A lighting ceremony was held at the Empire State Building, and a welcome event at Macy’s

 Results

• 35 Chinese groups travelled to NYC, with 1,200 visitors in total
• $2.1M spent by visitors during the trip
• Coverage generated across Chinese print media (China Tourism News), online (CNTA), and broadcast (China Central Television)