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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
3
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
4
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
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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/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
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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