Travel Advertising

THE MARKETING BLOG PROJECT

2005-05-03T12:29:00.000-07:00

Learning:
The realisation of this blog permits me to learn more about the topic: for example the different foreign companies present in the sector, the different partnership made...
Difficulties:
The most difficult for me was to find interesting information. Most of time, I found few information, or bad information. This is due, I think, to the precision of the subject.
Feelings:
This experience was very enriching. On the first hand because you learn a lot about your subject, on the second hand because you learn a lot about other subject (by viewing the different blogs of the class). Finally, I found it very interesting because you have the impression to create “a baby website” where people can have interaction…
Suggestion:
Something interesting could be to find a common subject for the class, and to make only one blog where all students put a post each week and discuss each other.

RESULT OF THE SURVEY

2005-05-03T12:22:00.000-07:00

The sample:

It was composed by men and women between 20 and 25 years old. They have different activities: employee, unemployed or student (as you can see in the graph below).

The results:

The average holiday rate per year and per person is around 8 weeks. During the holidays 83% of the sample make a travel, 52% stay at home and 9% make another thing such as to work or to have fun with friend. Finally, people are going away around 2,65 times a year.

61% of people go abroad or stay in the same country during their holiday, and organize themselves the trip.

Moreover, the survey revelled that that people use in most of case train and car to reach their destination.

It would seem that they prefer to choose a destinatination by themselves. It’s not necessary to view an ad or to talk with a friend to know which place they want to visit.

The analyse:

All these different number underline an important problem: only 13% of the target use an intermediary to organise a trip.
That’s why, the main objectives of the company, will be to reach people. But, the concept proposes a very personalised travel: they will be able to chose each characteristics of the trip. This point would be susceptible to encourage the target.
Moreover, the more used transport is the car, so now the company knows that they could axed their service on this point.

TRAVEL AWARDS 2004 in UK

2005-04-26T04:34:00.000-07:00

The awards, now in their 18th year, are conducted every year. They are the most prestigious and longest running consumer travel awards in the industry. Voted for entirely by Guardian and Observer readers and users of Guardian Unlimited, they reflect the opinions of real holiday-makers and provide a benchmark for good customer service. The awards continually evolve to reflect relevant developments in the sector, with this year seeing the introduction of two brand new categories, spa breaks and guide books.

A questionnaire was published for three weeks in the Guardian, The Observer and on Guardian Unlimited in February asking readers about their holidays. The response was as ever enormous. We received over 22,000 responses from Guardian and Observer readers and Guardian Unlimited. The scoring is straightforward, with readers being asked to rate the quality of their holidays by ticking one of four boxes: excellent, good, fair or poor. Each company’s score is translated into a percentage, allowing us to compare small companies with larger rivals.

The results:

Best travel agent : Trailfinders

Best online booking service: Airline-network.co.uk

Best tour operator: Rainbow Tours

Best short break company: Inntravel

Best spa break: Seaham Hall

Best cruise line: Cunard

Best short-haul airline: Finnair

Best business airline: Virgin Atlantic

Best long-haul airline: Singapore Airlines

Best ferry company: Brittany Ferries

Best train company: Eurotunnel

Best car hire: Arnold Clark

Best UK hotel: Hotel Du Vin

Best overseas hotel: Shangri-La

Favourite UK city: Edinburgh

Favourite overseas city: Melbourne

Favourite European country: Slovenia

Favourite long-haul country: New Zealand

Best guide book: Dorling Kindersley

Best brochure of the year: Tapestry Holidays Marrakech

Best tour operator website: Inntravel

Have a nice day!

CLUB MED AD

2005-04-19T11:24:00.000-07:00

By clicking on the link below, you will be able to view the an ad of The CLUB MED.

VARIOUS ARTICLES ABOUT TRAVEL ADVERTISING

2005-04-19T10:59:00.000-07:00

If you want to have more information on travel advertising, you could click on the links below.

1. BUGBOG: this web site presents some information about travel advertising and internet.
2. NUA ARCHIVES: it deals with the same subject as Bugbog but giving more details.
3. CREATIVE MATCH: this one gives the strategy of the company P&O.
4. THE RISING NEPAL: exemple of Nepal government which tries to act aigainst the negative publicity.

Have a nice reading.

PRESENTATION OF THE COMPANY: DDB HAUTE SAISON

2005-04-14T09:29:00.000-07:00

The group DDB was created in 1949 in New York by Ned Doyle, Mac Dane and William Bernbach. It is a publicity agency. Its policy is "Better ideas, better results". DDB is present all over the world.

DDB Worldwide is placed at the second range in the world, with 206 agencies, 96 countries and more than 12 000 employees.

Concerning the french part of the group (DDB France), it represents the 4th range in France, with 24 agencies and more than 2000 employees.

In Toulouse, Paris, Annecy, Genève, Lyon, Lille et Nantes, are implanted subsidiaries specialised in tourism, called "DDB Nouveau Monde Le tourime". Visit the website will give you the possibility to view different creations. They work as well with french destinations as international destinations or with operators...

The policy of subsidiaries is divided in 3 points:

The efficiency of skills
The efficiency of listenning
The creative efficiency

Don't hesitate to go on the different websites, they are very interesting!

TRAVEL HABITS

2005-04-04T05:37:00.000-07:00

To discover travel travel habits of people, I created a survey.

Results will be presented around 15 days.

If you want to participate to the survey, you can click on the link

"Travel Habits Survey" in the column "LINK" on the right of the page.

I thank you a lot to answer to my survey.

VIEW ADVERTISING CAMPAIGN

2005-04-03T19:52:00.000-07:00

It could very interesting to view the evolution of advertising campaign. Since the beginning of the century, people minds have changed, so that, it was necesary to modify the promotion.

Thank to the web site: http://www.okadi.com/ you could discover the different advertising campaigns of big companies. For example if you click on "Voyages Tourisme", then on "Avions" and finally on "Air France", you will see the different ads of the Air France company since 1939.

This website give you the possibility to buy ads if you are intersted.

Have a nice visit on OKADI.

MARKETING STRATEGY OF TRAVEL AGNECIES

2005-03-31T13:51:00.000-08:00

On the market of travel agencies, there 3 main french companies. Here it's their different strategies to differenciate each other.

CLUB MEDITERRANEE: they chose a "brand-product" policy. That is to say, they segment the offer by village types and they give a name to each group of several village (it is the brand of the product). Then, they have a policy of diversification and expansion: they extend their brand to other product (clothes, glasses, cream...).
Their best point is their easiness to extand their brand to other sectors.
FRAM: their strategy consist in being the best on the tourism sector.
NOUVELLES FRONTIERES & LOOK VOYAGES: as well as the Club Med, they chose a startegy of diversification.
Their best point is their fame and their brand image.

You can find a link on the blog of the website of Fram & Club Med.

Moreover, I'll explain later the strategy of international companies.

Advertising Typology

2005-03-24T11:32:00.000-08:00

The travel advertising could be divided in several types.

Firstly, one type is represented by countries, cities, typical places... which make promotion on their own destinations.

Then, there are travel agencies which promote different places to go whereas their main goal is to create an ad about their own company.

On the other hand, it exists companies such as airline companies which set up their communication using the destinations their flights reach.

All these different typologies will be detailed with examples and pictures in other parts of the blog.

WELCOME ON MY BLOG ON TRAVEL ADVERTISING!

2005-03-15T09:25:00.000-08:00

Hi everybody!

My name is marie. I'm 21 and I'm from Toulouse. I'm in the second year of a Business school: ESC Le Havre.

I like travelling and discover different cultures. It's one of the reason for which I opted for a blog upon travel advertising. The other one is the fact that I'd like to work in marketing and advertising, because I love the creativity of this sector.I which you a nice visit!

QUEBEC

2005-03-15T09:24:00.000-08:00

QUEBEC, originally uploaded by Marie Dedieu.