Marketing / Communications / TPP. UATP User Forum Miami July 8, 2014

Transcription

1 Marketing / Communications / TPP UATP User Forum Miami July 8, 2014

2 Marketing Best Practices Events Public Relations Airline Distribution User Conference Co-op Marketing Memberships Tools Brand

3 Memberships 1. IATA Strategic Partners 2. ALTA Allied Partner - Latin American and Caribbean Air Transport Association 3. HEDNA Hotel Electronic Distribution Network Association 4. GBTA Global Business Travel Association 5. ACTE Association of Corporate Travel Executives 6. Commercial Payments International 7. OSSN Outside Sales Support Network 8. HSMAI Hospitality Sales & Marketing Association International 9. AH & LA American Hotel & Lodging Association 10. ABGEV - Associação Brasileira de Gestores de Eventos e Viagens Corporativas (Brazilian Business and EventsTravel Association) 11. ASTA Proud Partner 3

4 2014 Advertising BTN 44,000 Orient Aviation 9,376 4

5 2014 Advertising Airline Business 14,171 ATW 25,495 5

6 Advertising 6

7 Advertising 7

8 Issuer/Merchant Work 8

9 Issuer/Merchant Work 9

10 Issuer/Merchant Work 10

11 Issuer/Merchant Work 11

12 Issuer/Merchant Work 12

13 Issuer/Merchant Work 13

14 Issuer/Merchant Work 14

15 Issuer/Merchant Work 15

16 Issuer Work 16

17 Issuer Work 17

18 Issuer Work 18

19 Issuer Work 19

20 Issuer/Merchant Work 20

21 Issuer/Merchant Work 21

22 Issuer Cards 22

23 Travel Protection Plans AHLA Direct Mailers 1200 recipients 23

24 Travel Protection Plans AHLA Direct Mailers 1200 recipients 24

25 Travel Payments Insider /Travel-Payments-Insider-Issue1.pdf 25

26 Minimum Marketing Standards Standard Compliance Documentation Brand Positioning 1 UATP New Logo Usage UATP Minimum Marketing Standard Check list 2014 Marketing Plan Submitted: YES/NO Due: 15 January Branding-Design Standards 2 Notification to Subscriber 3 Sales Collateral 4 Internet Standards 5 Presence on Website 6 Internal Awareness 7 Notification to Subscriber: Optional Insurance 8 Branding Fees Disclosure 9 Best Practices Data 10 Issuer Sales Training 11 UATP Representative added to Issuer mailing list Provide printed copies of co-branded collateral and/or url links to UATP 26

27 2014 Events January HEDNA, 14-16, New Orleans March FBTA, 12, Miami GBTA Canada, 19-21, Toronto (WestJet launch) GBTA Mexico, 19-21, Mexico City Airline Distribution 2014, 25-27, Singapore February ATW Awards, 10th, Singapore Councils, 19-20, D.C. GBTA Masters, DC April RMBTA Education Day, 10 APG AGM, 14-15, Geneva ACTE Global Conference, 27-29, Miami ASTA BTE, 30, DC May Arabian Travel Market, 5-8, Dubai ASTA CAC, 13, DC ATPS Latin America, 28-29, Mexico City June IATA AGM, 1-3, Doha GBTA LATAM, 8-10, Sao Paulo HEDNA Brussels, OSSN Las Vegas, ASTA Premium Mtg, 29 June -1 July, Quebec City 19 Events to Date 27

28 2014 Events July UATP User Conference, 8-9, Miami GBTA Convention, 27-30, Los Angeles September GBTA Australia, 2-3 China Travel Daily Conference, 3-4, Shanghai ASTA Advocacy Dinner, 13th, NYC ASTA Global, 14-21, at Sea IATA WPS, 13-18, Abu Dhabi ABAV, 24-28, Sao Paulo A4A Credit Panel, 28-30, Nashville CTD, Sept 29 Oct 1, Atlanta November Travel Weekly CruiseWorld, 6-7, Ft. Lauderdale GBTA Chapter Presidents Council. 6-7, Silicon Valley AFRAA, 9-11, Algeria OSSN Chicago, ALTA AGM, 12-14, Bahamas AAPA, 18-19, Japan GBTA Energy, Resources & Marine Symposium 2014, 18-19, Houston CAPA World Aviation Summit, 20-21, Brussels August ATPS Asia-Pacific, 27-28, Singapore October Wirecard User Conf, 2, Munich The Beat Live, 6-8, New Orleans CASMA 2014, 6-7, Rome GBTA South Africa,14-16, Johannesburg AEA, 16-17, Istanbul Aviation Outlook Asia, 28-29, Singapore WorldConnect, Monaco, December ATPS, 2-5, San Francisco 27 Events Remaining 28

29 Issuer Best Practices - Marketing What every marketer needs to know Create an environment where marketing is not a separate function, but rather an integrated part underwriting to product development to customer retention Why?

30 Issuer Best Practices - Marketing Focus the product on needs What is your customer segment? Large multi-nationals v SMEs Government Re-accomodation???

31 Air New Zealand 31

32 Air New Zealand 32

33 Air New Zealand 33

34 Air New Zealand Reward Description Business Travel Points required 100 Airpoints Dollars Convert your Business Travel Points to Airpoints Dollars. Recipients must be an existing Air New Zealand Airpoints member 100 Status Points Convert your Business Travel Points into Status Points to ensure you retain your Air New Zealand Airpoints status 1000 Koru Valet Parking Air New Zealand Parking Deluxe Valet Air New Zealand Koru Lounge single use Lounge Pass Air New Zealand Koru Club Membership Excess baggage waiver Standby upgrade: Pacific Islands One 24 hour Koru Valet parking voucher for use at Auckland or Christchurch domestic or international terminals. Multiple vouchers may be used. Vouchers are valid for 6 months from date of issue One 24 hour Air New Zealand Parking voucher for use at 13 Freight Place, Auckland Airport. Vouchers are valid for 6 months from date of issue Using Koru Valet Parking? Enjoy a deluxe Valet (including hand wash and full interior vacuum) as part of Koru Valet services at Auckland or Christchurch domestic or international terminals. Vouchers are valid for 6 months from date of issue A pass that entitles single entry into Air New Zealand owned and operated Koru Lounges in New Zealand and six International Koru Lounges when travelling on Air New Zealand services. Vouchers are valid for 6 months from date of issue Enjoy an annual membership to Air New Zealand s Koru Club. This can be either a renewal of a full Air New Zealand Koru membership or a new application, in which case we will also waive your joining fee. Enjoy all the benefits including membership to Airpoints, access to priority check-in facilities and access to our lounges Domestic Services: One additional piece (up to 23 kilograms) per one-way journey on domestic services within New Zealand. Not valid on Seat Only fares Tasman and Pacific Island Services: One additional piece (up to 23 kilograms) per one-way journey on Air New Zealand operated flights between New Zealand and Australia, or the Pacific Islands or vice versa. Not valid on Seat Only fares Longhaul: One additional piece (up to 23 kilograms) per one-way journey on Air New Zealand operated flights between New Zealand to a Longhaul destination. Not valid on Seat Only fares A standby upgrade from any economy seat to business class one way. Valid for Apia, Nadi, Niue, Norfolk Island, Port Vila, Rarotonga or Tonga. All upgrades are standby and are subject to availability of the requested upgrade at the time of departure. Only valid on Air New Zealand operated services This is a standby upgrade from any economy seat to business class one way. Valid for Honolulu and Papeete. Note Business Class is not available on every service. All upgrades are standby and are subject to availability of the requested upgrade at the time of departure. Only valid on Air New Zealand operated services

35 Not always pizzazz practical marketing Intuitive Fits needs Easy Reconciliation Acceptance Lack of fees Connections / technology know your customers and make the technology fit

36 Issuer Best Practices 36

37 Issuer Best Practices 37

38 Attracting Corporate Clients

39 Issuer Best Practices 39

40 Air New Zealand 40

41 Challenges Staffing Silo of departments Competitors Ability to outspend

42 How to overcome? Have an effective, integrated marketing strategy Not just advertising value propositions and the like Product terms Card profitability Customer experience

43 Co-op Marketing Designed to Issuer needs 3 BPS on OAL Flat monthly amount Need is getting stronger every year