how to combine multiple channels to inform and sell travel products to 16.5 million european...
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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
Vice President
E-mail: joe.lambert@libertytv.com
CONTENT
1. Presentation of LibertyTV
2. Internet & Call Centre
3. European Ambition
4. Case Study: Tunisia Tourist Board
PRESENTATION LIBERTYTVPRESENTATION LIBERTYTV
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
PRESENTATION
First pan-European travel information & distribution system, based on digital television, internet and call center.
TV CHANNEL
WEBPORTAL CALL CENTER
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
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.
PRESENTATION
TWO REVENUE SOURCES
1. Commission on sales via call center and website
2. Advertising revenues: television & website,
tourism and non - tourism
PRESENTATION
TARGET GROUPS (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
• Travel suppliers :
• To provide them with an open and flexible platform to sell their products to 16.5 million European tourists
PRESENTATION
TARGET GROUPS (2)
• 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
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
COMBINATION OF CHANNELS
CONTENT OF TV
INFORMATIVE COMMERCIAL
Destinations Thematics Daily News Weather Price Comparisons Testimonials
45 " breaking offers 15 ’ teleshopping blocks Third party commercials
COMBINATION OF CHANNELS
• More than 1200 films available
• More than 850 hotels filmed
• 1 500 000 KM on the road
• 2652 shooting days
• 103 camera men
• 237 destinations filmed
THE BIGGEST TOURISM VIDEO LIBRARY
2. INTERNET & CALL CENTRE2. INTERNET & CALL CENTRE
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 don’t sell if you don’t 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)
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)
EUROPEAN AMBITION
TELEVISION DISTRIBUTION
EUROPEAN AMBITIONTELEVISION DISTRIBUTION
A. Distribution (number of households)
Canal + Group
100 000Nova
Launched in July on Premiere World
8 000 000
1 000 000
Regional TV
Premiere World
Interactive travel agency launched
3 000 000Canal Satellite, Noos and TPS
1.3 millions viewers every week
3 500 000Cable
RemarksJuly 2001 DistributionCountry
TELEVISION DISTRIBUTION
Launched in July
Launched in July
Total as of February 2002: 16,5 million households
400 000
BELGIUM
FRANCE
GERMANY
GREECE
POLAND
EUROPEAN AMBITION
Available in Free To Air on Astra and Eutelsat satellites in Europe, North Africa and Middle East
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 Holzbrinck’s Group
in Germany (in discussion)
• Reise & Preise (in
discussion)
=> OPTIMISE CONTENT VISIBILITY (informative & commercial)
EUROPEAN AMBITION
TELEVISION AUDIENCE (Belgium)
11457Social class 1-4
11715Social class 1
9129>55 years
1136025-54 years
8343Women
11957Men
SelectivityProfile %
06/00
Weekly Audience
(source : INRA)
01/01 09/01(est)
690,000
1,3m
1,6m
Increase of 80% in 6 months
CASE STUDYCASE STUDY
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…
Growth tourist arrivals according to country of origin :Increase of upto 41% (January - March 2001, compared to 2000)
-5051015202530354045
France
Germany
GB Scandinavia
ItalySwitzerland
Belgium
Growth in %
CASE STUDY TUNISIA
Source: ONTT April 2001
A pan-european channel dedicated to travel
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