bonton travels integrated brand strategy pitch by and then

27.02.12

Friday 4 July 2014

© All copyrights reserved with And Then Digital Ars Pvt. Ltd.

Tourism is travel for recreational, leisure or business purposes. The World Tourism Organization defines tourists as people "traveling to and staying in places outside their usual environment for not more than one consecutive year for leisure, business and other purposes".WIKIPEDIA

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http://en.wikipedia.org/wiki/Travel

http://en.wikipedia.org/wiki/Travel

http://en.wikipedia.org/wiki/Recreation

http://en.wikipedia.org/wiki/Recreation

http://en.wikipedia.org/wiki/Leisure

http://en.wikipedia.org/wiki/Leisure

http://en.wikipedia.org/wiki/Business

http://en.wikipedia.org/wiki/Business

http://en.wikipedia.org/wiki/World_Tourism_Organization





TRAVELS & TOURSMARKET INNOVATIONS STRATEGY

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THE BIG QUESTION

WHAT BUSINESS ARE WE IN?

Packaged tours?

Tour operators?

Travel agent?

Consolidation?

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EXPERIENTIAL HOLIDAYS?

OR

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LET’S STEP BACK

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2009 The trend for package holiday bookings saw a comeback, as customers sought greater financial security in the wake of a number of holiday and flight companies going bust, and as the hidden costs of 'no-frills' flights increased. Coupled with the search for late holidays as holidaymakers left booking to the last moment, this led to a rise in consumers booking package holidays


THE HISTORY OF HOLIDAYS

2005 A growing number of consumers were avoiding package holidays and were instead travelling with budget airlines and booking their own accommodation. In the UK, the downturn in the package holiday market led to the consolidation of the tour operator market, which is now dominated by a few large tour operators. The major operators are Thomson Holidays and First Choice part of TUI AG andThomas Cook AG. 1950

Vladimir Raitz, the co-founder of the Horizon Holiday Group, pioneered the first mass package holidays abroad with charter flights between Gatwick airport and Corsica in 1950, and organised the first package holiday to Palma in 1952, Lourdes in 1953, and the Costa Brava and Sardinia in 1954. In addition, the amendments made in Montreal to the Convention on International Civil Aviation on June 14, 1954 was very liberal to Spain, allowing impetus for mass tourism using charter planes.

1841The first organised tours dated back to Thomas Cook who, on 5 July 1841, chartered a train to take a group of temperancecampaigners from Leicester to a rally in Loughborough, twenty miles away. By 1872 he was undertaking world-wide tours, albeit with small groups.

WIKIPEDIA

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http://en.wikipedia.org/wiki/Budget_airline

http://en.wikipedia.org/wiki/Budget_airline

http://en.wikipedia.org/wiki/Thomson_Holidays

http://en.wikipedia.org/wiki/Thomson_Holidays

http://en.wikipedia.org/wiki/First_Choice_(travel_firm)

http://en.wikipedia.org/wiki/First_Choice_(travel_firm)

http://en.wikipedia.org/wiki/TUI_AG

http://en.wikipedia.org/wiki/TUI_AG

http://en.wikipedia.org/wiki/Thomas_Cook_AG

http://en.wikipedia.org/wiki/Thomas_Cook_AG

http://en.wikipedia.org/wiki/Vladimir_Raitz

http://en.wikipedia.org/wiki/Vladimir_Raitz

http://en.wikipedia.org/wiki/Horizon_Travel

http://en.wikipedia.org/wiki/Horizon_Travel

http://en.wikipedia.org/wiki/London_Gatwick_Airport

http://en.wikipedia.org/wiki/London_Gatwick_Airport

http://en.wikipedia.org/wiki/Corsica

http://en.wikipedia.org/wiki/Corsica

http://en.wikipedia.org/wiki/Palma_de_Mallorca

http://en.wikipedia.org/wiki/Palma_de_Mallorca

http://en.wikipedia.org/wiki/Lourdes

http://en.wikipedia.org/wiki/Lourdes

http://en.wikipedia.org/wiki/Costa_Brava

http://en.wikipedia.org/wiki/Costa_Brava

http://en.wikipedia.org/wiki/Sardinia

http://en.wikipedia.org/wiki/Sardinia

http://en.wikipedia.org/wiki/Convention_on_International_Civil_Aviation




http://en.wikipedia.org/wiki/Thomas_Cook

http://en.wikipedia.org/wiki/Thomas_Cook

http://en.wikipedia.org/wiki/5_July

http://en.wikipedia.org/wiki/5_July

http://en.wikipedia.org/wiki/1841

http://en.wikipedia.org/wiki/1841

http://en.wikipedia.org/wiki/Rail_transport

http://en.wikipedia.org/wiki/Rail_transport

http://en.wikipedia.org/wiki/Temperance_movement

http://en.wikipedia.org/wiki/Temperance_movement

http://en.wikipedia.org/wiki/Leicester

http://en.wikipedia.org/wiki/Leicester

http://en.wikipedia.org/wiki/Loughborough

http://en.wikipedia.org/wiki/Loughborough


Dynamic packagingDynamic packaging is a method that is becoming increasingly used in package holiday booking procedures that enables consumers to build their own package of flights, accommodation and hire car instead of a pre-defined package.

Free Independent TravelerFree Independent Traveler (or Tourist) refers to both a way of traveling and, from an industry viewpoint, a sector within the tourism market. FITs practise a form of dynamic packaging but the emphasis is from the end-user point of view and includes the wider economic effects that FITs "spread" in their destination country as opposed to more traditional, consolidated forms of travel.

GLOBAL TRENDS REFLECTED IN INDIA

WIKIPEDIA

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http://en.wikipedia.org/wiki/Dynamic_packaging

http://en.wikipedia.org/wiki/Dynamic_packaging


HOLIDAY MAKERS PROCESS MAP

PLAN HOLIDAY PACKING

BLOCK CALENDAR

PHOTOS/ VIDEO/ LOCATION BASED

INFORMATIONMEMORIES SHARED

WITH FRIENDS/FAMILYVIA INTERNET/ PRINTS

Pre

ProcessPost

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AUDIENCE BEHAVIOUR CHANGEPRE INTERNET BUYING PROCESS

POST INTERNET BUYING PROCESS

SEE AD VISIT RETAILER NEGOTIATE BUY @ RETAILER

SEE AD BUY @ RETAILER

BUY @ ONLINE

ONLINE SEARCH

NEGOTIATE

THINGS TO DO

IMAGE SEARCH ONLINEVERIFICATION BY FAMILYOR PEERS

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NEED GAP ANALYSISStatus Quo The GAP &then the possibility

Marketer behaviour: 1. An inside-out approach - selling packages and tours hence all initiatives from all brands look same (adding to clutter) 2. Fighting to cut prices hence compromising on quality of service and experience3. Lack of Indian connect in communication

Marketers need to speak in the language of their audience.

Outside-in approach to brand creation, service design and marketing strategy.

Consumer behaviour:1. Never buys a package 2. Online information and images availability has changed consumer buying behaviour3. Look at holidays as a direct reflection of a good life

Consumers are looking for holidays which enhance their lives.

Brand and marketing campaigns which are loved by people living in the internet age and creates avenues for co-creation.

Create memorable experiences before, during and post holidays.

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WHAT’S IN IT FOR ME?unavoidable question

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AND-SIGHT

everyone believes they deserve a holiday!and they deserve a holiday today! in fact, they should be on a holiday already! EVERYONE WANTS TO EXPERIENCE LIFE NOW!

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BRAND STRATEGYbased on the AND-SIGHT

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LET’S BE REMEMBERED FOR ONE THING THAT MATTERS MOST TO EVERY TRAVELLER!

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expecting more out of life

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DELIVERING THE BRAND STRATEGYCO-CREATION OPPORTUNITIES

DIGITAL STRATEGY

ENGAGEMENT AND INVOLVEMENT STRATEGY

CREATIVE STRATEGY

DESIGN STRATEGY

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CREATE ONE BONTON MOBILE APP WHICH HELPS A CONSUMER TRACK AND DOCUMENT THE COMPLETE PROCESS!


DREAM INTERNSHIPS

CO-CREATION WITH STAKEHOLDERS

DREAM HOLIDAYS

CREATE ONE MOBILE PLATFORM TO DOCUMENT, PLAN, AND REMEMBER ALL HOLIDAYS WITHBONTON

CREATE ONE SEAMLESS PLATFORM WHERE TRAVEL WRITERS AND AVID TRAVELERS (YOUTH) CAN EARN BY POSTING CONTENT

STRATEGIES

PreProcess

Post

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DREAM INTERNSHIPS

CO-CREATED CONTENT MARKETING

DREAM HOLIDAYS

PHOTOS/ VIDEO/ LOCATION BASED INFORMATION

MAKE HOLIDAYS SOCIAL FOR DIGITAL CONTENT

CREATE LOYALTY CLUBS FOR REPEAT SALES

CUT DOWN EXPENSES ON TV/ OUTDOOR

STRATEGIES

PHOTOS/ VIDEO/ LOCATION BASED INFORMATION

USE SEM TO DOMINATE FIRST PAGE SEARCHES

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INTERNAL ENABLEMENT

Use SMM platforms to feed content on a regular basis and help them turn into influencers and advocates when TG is looking for information.Create opportunities for TG to share their holiday experiences and new ideas and help them consolidate it all in one place.

ENGAGEMENT & INVOLVEMENT STRATEGY

INFLUENCER COMMUNITY

Create conversation across all platforms with BONTON and other industry content for TG consumption to make decisions faster.Also identify opportunities among the industry for prospects to help them turn into advocates over the long term.

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CREATIVE STRATEGYBONTON: For everyone who should be on a holiday already!

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live a little more

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The brand is for families and young adults.

Travelers who see or surf the net for pictures before a holiday.

VISUAL DESIGN:We will take inspiration from art forms relevant to the experience of the holiday.eg. In this campaign, we have used Chamba, and Thangka paintings as inspiration.

And this design strategy will be maintained and customized for every campaign.Every holiday is about the experience and so is BONTON.

TYPEFACE DESIGN:The headline in all communication will reflect the experience of the holiday.

eg. In this case, knits used for warm clothing.

DESIGN STRATEGY!

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MOOD BOARD!

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COMMUNICATIONPRINT

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COMMUNICATIONOOH

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COMMUNICATIONWEB DISPLAY BANNER - I

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Automatically re-directed to website

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COMMUNICATIONWEB DISPLAY BANNER - II - HINDI

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COMMUNICATIONWEB DISPLAY BANNER - III

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COMMUNICATIONWEB BANNER - IV - PAGE TAKEOVER

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COMMUNICATIONAMBIENT - I - BUZZ MARKETING

The only way to experience a holiday is to go on it. Ambient advertising creates a compelling experience - which can help enhance our brand promise.

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RE-CREATE THE EXPERIENCE OF A SUMMER HOLIDAY IN A HILL STATION:Using snow machines take over the parking lot of a mall/ public space and spray ice. This should be supplemented with a good PR push.

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COMMUNICATIONAMBIENT - II - BUZZ MARKETING


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RE-CREATE THE EXPERIENCE OF A SUMMER HOLIDAY IN A HILL STATION:Using a snow art installation to take over the facade of a mall mall/ public space. This should be supplemented with a good PR push.

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COMMUNICATIONAMBIENT - III - BUZZ MARKETING


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RE-CREATE THE EXPERIENCE OF A SUMMER HOLIDAY IN A HILL STATION:Create snow-men art installations at malls/ corporate offices/ other public spaces. This should be supplemented with a good PR push.


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COMMUNICATIONAMBIENT - IV - FREEBIES


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RE-CREATE THE EXPERIENCE OF A SUMMER HOLIDAY IN A HILL STATION:Create promotions - always give relevant feebies, which will enhance the holiday experience.


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COMMUNICATIONAMBIENT - V - AIRPORT INSTALLATIONS

The only way to experience a holiday is to go on it. Ambient advertising creates a compelling experience - which an help enhance our brand promise.

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RE-CREATE THE EXPERIENCE OF A SUMMER HOLIDAY IN A HILL STATION:Create ICE-BOXES inside airports.People can experience the temperature in a colder climate (destination) by choosing thedestination on a kiosk outside.


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COMMUNICATIONSOCIAL MEDIA PHONE GAME - I


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! AM HEREA mobile and online app - which transforms any photo YOU SELECT into what you would look like if you went on a holiday to the hills!

! am here ! am here! am here!n SHIMLA with

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COMMUNICATIONSOCIAL MEDIA APPLICATION - II


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SNOW DUCK!


SNOW DUCK!A mobile and online appi.// Once you allow the app to access the camera, it clicks a picture and adds snow and ice frosts to your face, and exports it out as your facebook profile pic.

ii.// We could also use it to make a game. Here, snowballs are thrown towards you. You’re supposed to avoid the snowballs by moving out of the way and ducking. The more you avoid, the more points you gain. You can then compare scores on facebook, or invite your friends for a competition.

[ ]

Place your friend’s photo here.Aim.Shoot.

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AN

PRESENTATION

http://www.andthen.co.in/27.02.12

Friday 4 July 2014