marcomms marcomms are are are foreverforever€¦ · why branding, marketing and communications are...
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MarComms MarComms MarComms MarComms Are Are Are Are ForeverForeverForeverForever
Communications giving us the Communications giving us the Communications giving us the Communications giving us the licencelicencelicencelicence to leadto leadto leadto lead
Albert POZO
President, Amadeus Asia Pacific
21 September 2016
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MarComms are foreverWhy branding, marketing and communications are vital for our business
Scotch TapeScotch TapeScotch TapeScotch Tape PostPostPostPost----itsitsitsits BandAidBandAidBandAidBandAid JacuzziJacuzziJacuzziJacuzzi
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“AirBnbing”
your
apartment
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MarComms are foreverWhy branding, marketing and communications are vital for our business
“Uberization”
of Everything
“Googling” to
book your
flight tickets
“A brand is not a product, or a “A brand is not a product, or a “A brand is not a product, or a “A brand is not a product, or a
pppprrrroooommmmiiiisssseeee oooorrrr aaaa ffffeeeeeeeelllliiiinnnngggg.... IIIItttt''''ssss tttthhhheeee ssssuuuummmm ooooffff
all the experiences you have with a all the experiences you have with a all the experiences you have with a all the experiences you have with a
company" company" company" company" –––– """"iiiitttt iiiissss wwwwhhhhaaaatttt ccccoooonnnnssssuuuummmmeeeerrrrssss tttteeeellllllll
each other it is” each other it is” each other it is” each other it is” ––––
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B2B Branding: Position in the ecosystemAmadeus positioned to shape the future of travel
Increasing
relevance
to
providers
Travel ProvidersTravel Sellers
CollaborativeCollaborativeCollaborativeCollaborative and ConnectedConnectedConnectedConnected Platform
for all travel Players
Strong network of Travel Sellers &
Providers
Focus on
Innovation
Relevance
Trust & Credibility
Local market
understanding
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One AmadeusCreating our brand identity, communicating it and creating the right perception in the eyes of all our stakeholders
CUSTOMERS
INDUSTRY
BODIES
INVESTORS
TALENTPARTNERS
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One AmadeusConnected as one through all business units and markets
One AmadeusOne AmadeusOne AmadeusOne Amadeus
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“You can’t play a symphony alone, it takes an orchestra
to play it”
The value of an idea is in its The value of an idea is in its The value of an idea is in its The value of an idea is in its
implementation implementation implementation implementation
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Getting business value from MarComms Moment of Truth
Zero Moment of Truth
PERCEPTION
First Moment of Truth
FIRST IMPRESSION
Second Moment of Truth
PURCHASE
Third Moment of Truth
FEEDBACK
What’s the success of our brand at the Zero
moment of truth?
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ALets create a symphony
together ..
As One Amadeus