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Transcript of 2013 report galeries accor h
December 2013
Galeries-Accor 2013 Campaign Performance Report
CAMPAIGN SNAPSHOT
Key ResultsTotal Impressions 5,438,208Total CPC 5.91$Total visits in RDVEF landing 2,461Total visits in PASSION landing 386
CAMPAIGN INITIATIVES
Travel Habits
•Seasoned/frequent travelers •Winter getaway travelers
Demographics
•Women between the ages of (27-43) •Couples •HHI of ($80k - $100k per year) •Highly educated (4+ years of College)
TARGETING
Promote Accor’s Club, and Galeries Lafayette offers.
Inform and raise awareness on the different Departments in Galeries Lafayette and Accor hotels.
Increase leads via sweepstakes
Drive traffic to campaign landing page
OBJECTIVES
MEDIA PLAN & ROI Medias Product Impressions Results Clicks
01/07/14 CPC CPI
Sherman's Travel
Content-Targeted Display Ads 25,000 111Top25 Special Offer 3,000,000 132Exclusive 100% SOV Bulletin 400,000 2565ROS Display Ads 50,000 65
TOTAL 3,475,000 2873 2.43 0.002014
Adara Media In-Market Luxury Travelers to Paris (Web, Mobile, Tablet)
1,143,569
528
14.98 0.009TOTAL 944,444 528 16.1 0.009
Departures Premium ROS Display:+ Across web, mobile, and tablet 136,364
20527.52 0.055
TOTAL 136,364 205 27.52 0.055
Blog befrassy.com
1 MegaBanner Ad on the Homepage+ post with photos of the blogger at Galeries and Accor hotel
850,000 - 950,000 (monthly visitors)
96
10.42 0.001
Blog MakingMagique
1 banner ad +1 e-newsletter ad+sponsored posts on social media
16,000 - 19,000 unique visitors
153
2.80 0.02631
TOTAL EXTERNAL MEDAS 5,637,333 3,890 $ 5.67 0.003734
PASSION MagazineOfficial sponsor of an editorial page.
234
Dedicated e-blast 50,000 420
TOTAL 50,000 654
Atout France
1 landing page on the site us.rendezvousenfrance.com
734
1 e-blast dédié 83 641 8522 insertions in the Club France e-newsletter 500,000 X 2 = 1,000,000
481
2 Facebook Posts Env. 20,000 impressions 233
5 Tweets 11,000 373
TOTAL 1,031,0002673
GENERAL CONSUMER SEGMENT
LANDING PAGE RDVEFGeneral Consumer
35.5%Breakdown of Clicks
Header “Book Now” 267
Accor Logos (header) 36
Galeries Lafayette (header) 12
Romantic Christmas – Bordeauxtheque 70
Romantic Christmas – Novotel 85
Romantic Christmas – Mercure 51
Shopaholic Christmas - Gifts 27
Shopaholic Christmas - Fashion 32
Shopaholic Christmas – Le Club 44
Best Location – Galeries-Lafayette 29
Best Location – Novotel/Mercure 22
More – Cheese-y Paris 13
More – Paris like a Parisian 30
More – Rendez-vous in Paris 20
Accor Logos (footer) 7
Galeries Lafayette (footer) 4
Logos RDVEF 4
Total clicks 753
General Consumer Landing PagePage views 2474Page visits 2178
27.4%
13.7%
8.4%
6.8%
1.5%
6.9%
LUXURY CONSUMER SEGMENT
LANDING PAGE PASSIONGeneral Consumer
Breakdown of Clicks
Header “Book Now” 31
Accor Logos (header) 36
Galeries Lafayette (header) 9
Romantic Christmas – Bordeauxtheque 43
Romantic Christmas – Novotel 32
Romantic Christmas – Mercure 31
Shopaholic Christmas - Gifts 28
Shopaholic Christmas - Fashion 19
Shopaholic Christmas – Le Club 25
Accor Logos (footer) 14
Galeries Lafayette (footer) 8
Logos RDVEF 1
Total clicks 277
General Consumer Landing PagePage views 386Page visits 310
29.24%
38.27%
26%8.3%
11.19%
MEDIA ANALYISIS
Sherman’s TravelContent-Targeted Display Ads + ROS Display Ads
Medias Product Impressions Results Clicks 01/07/14 CPC CPI
Sherman's TravelContent-Targeted Display Ads 25,000 111 2.25 0.01ROS Display Ads 50,000 65 (added value)
Sherman’s TravelTop25 Special Offer
Medias Product Impressions Results Clicks 01/07/14Sherman's Travel Top25 Special Offer 3,000,000 132
Sherman’s TravelExclusive 100% SOV Bulletin
Medias Product Impressions Results Clicks 01/07/14Sherman's Travel Exclusive 100% SOV Bulletin 400,000 2565
65.3% Breakdown of Clicks
Header “Book Now” 1689
Romantic Christmas – Bordeauxtheque 185
Romantic Christmas – Novotel & Mercure 344
Shopaholic Christmas - Gifts 143
Shopaholic Christmas – Le Club 190
Accor Logos (footer) 18
Galeries Lafayette (footer) 13
Logos RDVEF 5
Total clicks 2,587
20.4%
12.9%
1.4%
Adara MediaIn-Market Luxury Travelers to Paris
Medias Product Impressions Results Clicks 01/07/14 CPC CPI
Adara MediaIn-Market Luxury Travelers to Paris (Web, Mobile, Tablet)
1,143,569
528
14.98 0.009
DeparturesPremium ROS Display
Medias Product Impressions Results Clicks 01/07/14 CPC CPI
Departures Premium ROS Display:+ Across web, mobile, and tablet 136,364
20536.59 0.055
Passion MagazineDedicated E-blast
Medias Product Impressions Results Clicks 01/07/14PASSION Magazine Dedicated e-blast 50,000 420
Breakdown of Clicks
Header “Book Now” 164
Romantic Christmas – Bordeauxtheque 76
Romantic Christmas – Novotel & Mercure 57
Shopaholic Christmas - Gifts 64
Shopaholic Christmas – Le Club 43
Accor Logos (footer) 5
Galeries Lafayette (footer) 4
Logo Passion 5
Logos RDVEF 1
Total clicks 420
39%
31.7%
25.5%
3.57%
Atout FranceDedicated E-blasts
Medias Product Impressions Results Clicks 01/07/14Atout France 1 e-blast dédié 83 641 852
2 insertions in the Club France e-newsletter 500,000 X 2 = 1,000,000
481
Club France December
21.8%
Atout FranceFacebook Posts
Medias Product Results Clicks 01/07/14Atout France 2 Facebook Posts 1220
Dcember 20People Reached 15,176Likes, Comments & Shares 1,229Likes 974Comments 103Shares 152Total clicks 743
January 2People Reached 11,456Likes, Comments & Shares 733Likes 617Comments 32Shares 84Total clicks 477
Atout FranceTwitter Posts
Medias Product Results Clicks 01/07/14Atout France 5 Tweets 373
Blog befrassy.comMegaBanner Ad on the Homepage
Medias Product Impressions Results Clicks 01/07/14 CPC CPI
Blog befrassy.cpom1 MegaBanner Ad on the Homepage+ post with photos of the blogger at Galeries and Accor hotel
850,000 - 950,000 (monthly visitors)
96
10.42 0.001
Blog makingmagique1 banner ad + 1 e-newsletter ad
Medias Product Impressions Results Clicks 01/07/14 CPC CPI
Blog MakingMagique
1 banner ad +1 e-newsletter ad+sponsored posts on social media
16,000 - 19,000 unique visitors
153 2.80 0.02631