Tourism & Affinity Marketing. Veronica Posteraro Senior Manager Tourism and Affinity Marketing Etihad Airways April 20, 2015

Transcription

1 Tourism & Affinity Marketing Veronica Posteraro Senior Manager Tourism and Affinity Marketing Etihad Airways April 20, 2015

2 Overview: Tourism and Affinity Marketing Department: Budget: We operate using already-existing company assets to increase the impact of our efforts - Occasionally, we seek approval for additional budgets to carry out activities that align with Etihad Airways business objectives How we work: - Establish relationship with tourism partner and identify areas of potential collaboration - Liaise with departments involved to gauge interest - Negotiate terms and conditions of the agreement - Inform all departments Key Partners: - Tourism Authorities - Airports - Affinity Partners: Hotel Chains, Theme Parks, Shopping Malls, Celebrities, Media etc. Models of Collaboration Departments we benefit Summary of Partners Investment:

3 Key Tourism Authorities / Airport Partnerships USA: Brand USA Destination DC Washington Dulles Airport IAD Texas Tourism &Economic Development Division DFW Airport Dallas CVB Fort Worth CVB Visit California Tourism Los Angeles LAX Orange County San Francisco Travel Authority SFO Airport New York City Tourism Miami Tourism Florida Tourism Australia: Tourism Australia Tourism Queensland Queensland Airport Tourism NSW Tourism Victoria Tourism Western Australia United Kingdom Visit Britain Visit Manchester Manchester Airport Visit Scotland Ireland Tourism Ireland (+Northern Ireland) Germany Berlin Munich Frankfurt Dusseldorf Switzerland Zurich Tourism Interlaken Tourism Ticino Tourism Geneve Tourism Italy ENIT- Italian Tourism Board Lazio Tourism (under negotiations) Lombardia Tourism (under negotiations) Malpensa Airport (under negotiations)

4 Key Tourism Authorities / Airport Partnerships Belgium Flanders Tourism Holland Holland Tourism Schiphol Airport Amsterdam Tourism Czech Republic Czech Republic Tourism Board France A Tout France Paris Rhone Alpes Cyprus Cyprus Tourism Serbia Serbia Tourism Thailand Tourism Authority Thailand Seychelles STB Malaysia Tourism Malaysia Philippines Tourism Philippines Vietnam Vietnam Tourism Board Singapore Singapore Tourism Japan Tourism Japan China Chengdu Indian Tourism Jaipur Kerala Brazil (under negotiations) Sao Paolo Tourism Rio Tourism South Africa Tourism South Africa Oman Tourism Oman Morocco Tourism Morocco Kenya Tourism Kenya

5 Key Affinity Partnerships Hotel Partners US - Trump Hotels - WildCattle Ranch- TX - Texas Holidays - Pelican Hill- Orange County - Intercontinental LA - SLS LAX - Capella Hotel IAD - W Hotel Washington DC - Fairmont/Raffles Group - MGM Group Asia and Australia - Anantara - Shangri-La - Pullman - Crown Hotels- Australia Middle East and Africa - Fairmont/Raffles Group - Jumeirah - Dusit Thani - Accor Group - Viceroy - Four Seasons Europe - Mandarin Oriental - Sofitel Group - Savoy - Marriott Group Other Partners Meat and Livestock Australia National Geographic Traveler China Shopping Partners Tax Free Shopping- DFW Selfridges- UK Harrods Galleries Lafayette McArthur Glen The Galleria Mall Yas Mall Jumeirah Towers Mall Hospitals Bumrungrad Hospital Bangkok Hospital

6 Airport & Tourism Partnerships 2014/2015 Focus USA Finalizing agreement with BrandUSA Supporting San Francisco, Dallas & Los Angeles and additional capacity on NYC route US Customs & Boarder Protection Awareness Reaffirming Washington DC as entry point and destination Australia/ UK Increasing traffic through 2 big agreements with Tourism Australia and Visit Britain Malaysia Year 2014 optimizing GCC and Africa traffic through peaks and troughs Germany & Switzerland breaking traditional alignments to support EY partnership (focus on local level agreements) Spain- Develop relationship and establish agreement with Tourism Authorities and Airports Italy- Expand opportunities for collaboration capitalizing on political changes and Alitalia investment India further support for Jet Airways partnership Airport funds Review existing relationships and activate new market support

7 Models of Collaboration EY s Marketing In Kind (MIK) Assets Inflight Magazine Aspire Magazine Etihad Inflight Entertainment EBox Sponsorships Sales Force Tickets EYG Trade & Corporate databases Tactical Budget ( Ansar) Social Media channels EY.com CASH / MIK CASH / CASH MIK/ MIK Partner Marketing In Kind (MIK) Assets Advertising Space Features in their Newsletter Ground arrangements for Media and trade Familiarization Trips Access to databases Access to Tourism or Airport Partners Access to Sponsorship assets / Brand Ambassadors

8 Example: Visit Britain- EY Equal Match: 65% Cash 25% MIK Topline summary of investment: 3-year Agreement Total cash investment USD2.6m and MIK is 25% of cash funding amount (USD650,000) -GRAND TOTAL USD3.2m Promotional Focus for VB : Sports, Culinary tours and Manchester/ London and Scotland to diversify business to neighboring cities Market focus: India: tying in with Bollywood-themed projects GCC: UAE/KSA/Kuwait and Qatar (Holiday Focus) Australia : Trade focus activities Calendar of activity From March to April 2014 (India + GCC) From September till March 2015 (GCC+Australia) From March till September 2015 ( Australia + India + GCC)

9 Example: Tourism Malaysia (TM) 100% Cash- EY 100% In- Kind Topline summary of investment: 1 year Agreement Total cash investment USD2.2m from Tourism Malaysia, EY In-Kind contribution USD1.7m EY contributed by adding TM logo to existing tactical campaigns and BTL collateral without adding any extra cash assets. Promotional Focus for TM : Festivals, Family and Shopping. Market focus: Main - GCC & Africa: UAE/KSA/Kuwait/Oman - Europe: UK, Italy, Germany Secondary - Americas: US/Brazil - Africa: Egypt - Russia Calendar of activity From January to June 2014 From February to December 2015

10 Example: Tourism Australia (100% cash) EY (50% cash-50% In-Kind) Topline summary of investment: 1 year Agreement Total TA investment = $3.4 M in cash Total EY investment= $3.4M= $1.7M in-kind+ $1.7M cash Focus: Restaurant Australia Campaign Market focus: UK, Germany, France and Italy Calendar of activity From September December 2015 Under Negotiation: 5-year agreement; until 2020 Including partner Virgin Australia as part of the deal

11 Who we support? Regional Marke-ng Managers & their sta-ons Network Planning Corporate Communica-ons Visual Communica-ons Events Social Media Publica-ons: In- Flight Magazines & In- Flight Entertainment Sponsorships Social Media Social Media Duty Free

12 Total investment from partners Partner Cash In-Kind Value Media Value Total Australia $3.4 million $3,400,000 TWA $100,000 $100,000 Queensland $50,000 $50,000 NSW (offered, but we couldn t match) ($250,000) USA (under negotiation) $515,000 $2.5 million $3,000,000 DFW $912,000 $912,000 SFO/SFTA $60,000 $60,000 Visit Britain $1.3 million $325,000 $1,625,000 Italy (under negotiation) $8 million $8,000,000 Spain $170,000 $170,000 Holland- Amsterdam $1.1 million $1,100,000

13 Total investment from partners Partner Cash In-Kind Value Media Value Total EXPO $2.4 million $2,400,000 Malaysia $700,000 (+ $1.5million under negotiation) $2,200,000 Philippines India TBC TBC Thailand $400,000 $400,000 Scotland $250,000 $250,000 Zurich $120,000 $120,000 Serbia/ Chinese FAM $300,000 (expected) $300,000 Italy/Chinese FAM $700,000 $700,000 Seychelles/ Chinese FAM $400,000 (expected) $400,000 Total $25.2 million