internet marketing communication travel industry

Online marketing communication - ThailandReisgids.nl - case study

Online Marketing Communication, a practical approach

ThailandReisgids.nl

Objective of this presentation“To show how online marketing communication in practice works for TRG….or not”


Topics Introduction ThailandReisgids Our Unique Selling communication tools Let them find you or find them… Campaign success starts with the purpose Examples of our campaigns Social networking – hype or necessity? Future…?


Introduction ThailandReisgids - startEuro Leisure – Tourism management & consultancy company

Thailand Tourism Master Plan (1999) TAT – NL website (2000) 100% information provider Largest Thailand information portal Benelux


Introduction TRG - nowRepositioning: From information site to travel seller.

Now: Thailand travel specialist.Selling tailor made tours, tickets, hotels, maps


http://www.thailandreisgids.nl/alles-over-thailand/regios/inleiding-met-kaart.php

http://www.thailandreisgids.nl/thailand-reisaanbod/rondreizen/rondreizen.php

USC’s (unique selling communication tools)

Thailand information Large database for newsletter Interaction through online forms and

review forms Thailand map (offline) Cross selling possibilities


http://www.thailandreisgids.nl/nieuwsbrief/nieuwsbrief-2009-08.php

http://www.thailandreisgids.nl/thailand-reisaanbod/hotels-resorts/centraal-thailand-bangkok/buddy-lodge-bangkok.php

Let them find you or find them…

Search Engine Optimization (SEO)Search Engine Advertizing (SEA)


Online campaigns & success


1. Define purpose of campaign2. Online success is not just “Online”

3. Incentives4. Evaluation/ measure

Online Campaign success starts with purpose

Generate traffic to website Get content Create awareness for new product or existing product Generate conversion & sales Fill database for mailings Positioning/ branding


Campaign 1: Generate traffic


Campaign 2: Content


Campaign 3: awareness

Fortune cookies


Campaign 4: conversion & sales


Campaign 5: database Example Viral Marketing: Jump mee naar Thailand


http://www.youtube.com/watch?v=76JdgJyl3OI





Campaign 6: Positioning/ awareness


Austrian Airlines campaign

http://www.thailandreisgids.nl/acties/vlieg-met-ons-mee-naar-thailand/vliegmee3.swf




Online success is not only “online”…

Create synergy between offline and online (multichannel)Make use of free publicity (surveys)


Social networking…hype or necessity?

Could be a usable tool but:-What would you like to achieve?-How much time are you planning to spend on it?-Is the site a hype or well established network?-Right target groups for you?


Twitter

http://thailandkenner.hyves.nl/

http://www.youtube.com/watch?v=PN2HAroA12w

The future…?

G


Microsoft

Google

http://www.youtube.com/watch?v=rP5y7yp06n0

http://www.youtube.com/watch?v=xcxF9oz9Cu0

Thank you!

Geoffrey Davies


internet marketing communication travel industry

Business

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