one day

one message

one audience

Will Smith

Ogilvy & Mather

Vanessa Clifford

Newsworks

Emma Callaghan

PHD

Sarah Harte

PHD

Jill Lloyd

Expedia

Richard de Villa

Philippines

Tourist Board

Economic

crisis and

potential

instability

Investment

Ends

Tourism

quality

declines

Word of

mouth

spreads

Demand

declines

The problem

http://travelthatmatters.co.uk/

Online newsbrand readers are

32% more likely to visit travel sites

than the average internet user

8mPeople say that newsbrands

influence holiday choice

9th

November 2013

Thailand

26,735,583

Number of Tourists in 2013

Vietnam

7,500,000Philippines

4,680,000

Awareness

&

Consideration

What happened?

60%

recall

71%

like

said it made them feel

differently about the Philippinesfelt it told them something

new about the Philippines

53%66%

‘a destination

worth discovering’

+23%

points

‘a good destination

for a luxury holiday’

+18%

points

‘a safe place to go’

+12%

points

‘very likely to consider’

doubled

were motivated

to find out more

62%

“I have been to the Philippines

in the past and would love

people to consider going

there. Well done Expedia.”

Quality newsbrand reader

“I think it is very good that they

have chosen to advertise. I have

certainly considered visiting the

Philippines as a result.” Quality newsbrand reader

“In the wake of such tragedy,

tourism is a much needed

resource to help the islanders

return to a normal life.”Popular newsbrand reader

“They’re being proactive and

practical about the situation

and are using effective ads.” Mid-market newsbrand reader

What did people do?

unique users reached by online newsbrands

1.24million

107%higher than benchmark

Frequency 7.04

Interaction rates

160%

higher than benchmarks

People watched

24.7 seconds of a 28

second film

tablet page views

275,326

10,000 tablet

taps

Tap through rate of 3.6% to the specially created site

Print response rate

52%higher than direct

response average

visited the

Travel That Matters site

70,000+

page views

3,200

competition entries

uplift in searches

on main

expedia.co.uk

site versusprevious week

45%

uplift in searches

on main

expedia.co.uk

site versusprevious year

55%

Philippines Tourist board

The influence of newsbrands

77%

The newspaper was

a really good place

to showcase what

the Philippines has

to offer tourists

Newspapers reach

people who are more

likely to influence their

friends and family 65%

65%Advertising in my

newspaper stands

out more

58%Advertising seems

more important whenseen in a newspaper

57%I trust the advertising

more because it’s

in my newspaper