Marketing / Communications / TPP UATP User Forum

Miami July 8, 2014

Marketing Best Practices

• Events • Public Relations • Airline Distribution • User Conference

• Co-op Marketing • Memberships • Tools • Brand

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

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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

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

2014 Advertising

5

Airline Business – 14,171

ATW – 25,495

Advertising

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Advertising

7

Issuer/Merchant Work

8

Issuer/Merchant Work

9

Issuer/Merchant Work

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Issuer/Merchant Work

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Issuer/Merchant Work

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Issuer/Merchant Work

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Issuer/Merchant Work

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Issuer/Merchant Work

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Issuer Work

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Issuer Work

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Issuer Work

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Issuer Work

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Issuer/Merchant Work

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Issuer/Merchant Work

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Issuer Cards

Travel Protection Plans

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AHLA Direct Mailers 1200 recipients

Travel Protection Plans

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AHLA Direct Mailers 1200 recipients

Travel Payments Insider

http://www.uatp.com/files/uploads/PDF/Travel-Payments-Insider-Issue1.pdf

25

Minimum Marketing Standards

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Standard Compliance Documentation

Brand Positioning1

UATP New Logo Usage

Branding-Design Standards2

Notification to Subscriber3

Sales Collateral4

Internet Standards5

Presence on Website6

Internal Awareness7

Notification to Subscriber: Optional Insurance8

Branding Fees Disclosure9

Best Practices Data10

Issuer Sales Training11

UATP Representative added to Issuer mailing list

Provide printed copies of co-branded collateral and/or url links to UATP

UATP Minimum Marketing Standard Check list

2014 Marketing Plan Submitted: YES/NO Due: 15 January

2014 Events

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January HEDNA, 14-16, New Orleans

February ATW Awards, 10th, Singapore Councils, 19-20, D.C. GBTA Masters, 10-11 DC

March FBTA, 12, Miami GBTA Canada, 19-21, Toronto (WestJet launch) GBTA Mexico, 19-21, Mexico City Airline Distribution 2014, 25-27, Singapore

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, 10-12 OSSN Las Vegas, 16-18 ASTA Premium Mtg, 29 June -1 July, Quebec City

19 Events to Date

2014 Events

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July UATP User Conference, 8-9, Miami GBTA Convention, 27-30, Los Angeles

August ATPS Asia-Pacific, 27-28, Singapore

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

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, 29-31

November Travel Weekly CruiseWorld, 6-7, Ft. Lauderdale GBTA Chapter Presidents Council. 6-7, Silicon Valley AFRAA, 9-11, Algeria OSSN Chicago, 10-12 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

December ATPS, 2-5, San Francisco

27 Events Remaining

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?

Issuer Best Practices - Marketing

• Focus the product on needs – What is your customer segment? – Large multi-nationals v SMEs – Government – Re-accomodation – ???

Air New Zealand

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Air New Zealand

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Air New Zealand

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Air New Zealand

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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 750

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 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 250

Air New Zealand Parking 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 150

Deluxe Valet

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

150

Air New Zealand Koru Lounge single use Lounge Pass

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

250

Air New Zealand Koru Club Membership

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

2200

Excess baggage waiver

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

300

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

500

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 1000

Standby upgrade: Pacific Islands

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

1500

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

2200

Not always pizzazz – practical marketing

• Intuitive • Fits needs • Easy • Reconciliation • Acceptance • Lack of fees • Connections / technology – know your

customers and make the technology fit

Issuer Best Practices

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Issuer Best Practices

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Attracting Corporate Clients

Issuer Best Practices

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Air New Zealand

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Challenges

• Staffing • Silo of departments • Competitors

– Ability to outspend

How to overcome?

• Have an effective, integrated marketing strategy – Not just advertising – value propositions and

the like – Product terms – Card profitability – Customer experience

Co-op Marketing

• Designed to Issuer needs • 3 BPS on OAL • Flat monthly amount

• Need is getting stronger every year