1 Select Case Studies Example of Our Teams Experience and Accomplishments.

1

Select Case StudiesExample of Our Team’s Experience

and Accomplishments

Client Case Studies

Following are select examples of how we have put our marketing expertise and industry knowledge/connections to work to deliver results for our clients:

1. British Virgin Islands2. China3. Iceland4. See You in Asia5. Greece6. Korea7. Torino 2006 Winter Olympic Games8. Botswana

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Case Study: British Virgin Islands

• Stabilize past achievements • Reduce seasonality• Increase awareness and drive bookings

for locally-owned small hotels, intimate inns and villa properties

Challenge

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• Expand target audiences in North America beyond niche sailing and diving repeat visitors through promotional events

• Promote low-season and last-minute offers showcasing small hotel and villa properties

• Sell travel to the BVI by directly engaging travel consumers at special events where target audiences are drawn

• Differentiate the BVI from other destinations in the Caribbean

• Maximize the ROI on marketing resources by working with partners who share the BVI’s brand attributes

• Increase the economic rate of return to the BVI from each tourist among all tourist types

Solutions


Online Marketing


Promotional Events


Public & Media Relations


Broadcast Advertising


Print Advertising

Case Study: Iceland

• Create a distinct brand positioning for Iceland in the U.S. market• Provide the U.S. consumer with meaningful

reasons to visit Iceland and consume Icelandic products (spring water, fish, lamb) to increase U.S. tourist volume

Challenge

Case Study: Iceland

• Developed the tagline “Pure. Natural. Unspoiled. The way life should be.”• Placed numerous stories with U.S. travel and lifestyle

magazines underscoring Iceland’s natural beauty and many outdoor activities• Developed advertising campaign tying these themes together• Created series of special events, grocery store promotions and restaurant promotions

packaging the entire Iceland experience (travel, food, lifestyle)• Managed creative, media buy and traffic for “Experience Scandinavia”

16-page,four-color print supplement, which ran in USA Today, the Los Angeles Times and the San Francisco Chronicle

• Managed creative, media buy and traffic for Iceland four-page black and white insert in the Wall Street Journal

Solution

Case Study: Iceland

Branding and Marketing Collateral

Case Study: Iceland

Print Advertising

Case Study: Iceland

Restaurant Promotions

Case Study: Iceland

Broadcast Publicity for Iceland

• Iceland Tourist Board and select multi-industry Icelandic suppliers collaborate to promote Iceland’s eclectic tourism appeal. Often, Icelandic music and food are featured in regional events. In Baltimore, participation in a 2-day street festival netted extensive publicity for an emerging Icelandic band and a renowned Icelandic chef.

Broadcast coverage: • Network Television (NBC): Icelandic chef featured in a 4 min live cooking segment on NBC (Baltimore)

Sunday Morning Show• Radio: Band interviewed by radio celebrities of 3 separate shows

(on-location and in-studio). Combined air-time coverage = 50 minutes

Client: Iceland Naturally

Ad Equivalency Value : Advertising value = USD445,750

Example: Public/Media Relations Results

Case Study: China

• Introduce China as a desirable travel destination to the U.S. consumer and travel trade, laying the groundwork for an increasing stream of tourism to China in advance of the 2008 Summer Olympics in Beijing.

Challenge

Case Study: China

• Produced a 16-page consumer travel print supplement, See You in China inserted in USA Today, Los Angeles Times and San Francisco Chronicle

• Managed creative, media buy and traffic for an 18-week print advertising campaign in USA Today, featuring half-page four color ads, promoting China and Beijing to American leisure travelers

• Coordinated with all U.S. tour operators serving China to develop more and new vacation packages to China, promotion of vacation packages on CNTO web site www.DiscoverChinaNow.com

• 12-week print/online advertising campaign in Condé Nast Traveler, the Wall Street Journal, Concierge.com, and WSJ.com

• Managed China Tourism signage in Grand Central Station and Times Square midtown New York City bus-stop kiosks, and on NYC buses viewed by more than 500,000 commuters daily.

• Coordinated and managed an invitation-only gala dinner event for 300 people in New York• Sweepstakes promotion on Travel Channel• Created a stream of press releases and story placements stressing the many ways in which China is more

accessible to tourism than ever before

Solution

Case Study: China

• Over the past five years, China has become one of the world’s fastest growing tourism destinations.

• Broad media coverage throughout the U.S. • Increased flights, hotel development and vacation packages to China. • Expanded joint marketing between China and other Asian destinations

such as Thailand, Hong Kong, Japan and Korea.

Results

Case Study: China

Print Advertising

Out-of-Home Media and Online Advertising

Case Study: China

Case Study: China

Cooperative Marketing

Case Study: See You in Asia

• For nine years, the See You in Asia campaign has been promoting U.S. outbound travel to Asia, with the following objectives:– Brand Asia consistently and favorably– Enhance awareness through print supplement, web

site, public relations, and cross-marketing with corporate partners

– Sell Asia as the world’s premier regional travel destination

Asia’s largest marketing blitz in the U.S.


• With the input of participating national tourism offices and travel suppliers, more than five million copies of the See You in Asia print supplement are printed each year and distributed in newspapers reaching the top consumer markets in the U.S., as well as the travel trade.

Print supplement


• Destination profiles• Travel offers• Online video• Banner ads• Brochure request• Travel agent search

engine (ASTA)• Newsletter sign-up

Web site targeted to U.S. travelers


Past participants

Case Study: Greece

• The Greek financial crisis drove consumer concerns, causing U.S. arrivals to Greece to drop behind other European destinations

• The Greek National Tourism Organization (GNTO) sought cost-efficient, yet high-profile tactics to raise awareness in the U.S. market

• With the launch of a new website and social media campaign (Facebook, Youtube, Flickr), GNTO was eager to expand their consumer email database

• GNTO needed a “win” to demonstrate achievement with local stakeholders in Greece

Challenge

Case Study: Greece

• Partnered with Warner Bros. Pictures and Fandango to cross-promote leisure travel to Greece with the theatrical release of “Clash of the Titans” in April 2010 through a win-a-trip sweepstakes– Coordinated prizing with Variety Cruises, a leading provider of cruise vacations

in the Greek Islands– Opt-in email profiles shared by both GNTO and Variety Cruises

• Planned and managed a special screening event of the “Clash of the Titans” film at the Grammy Museum in Los Angeles, along with press interviews and meetings with Universal regarding filming Mama Mia 2 on location in Greece

• Developed a microsite to tie Greek Tourism message to Fandango promotions• Publicized the sweepstakes and screening event

Solution

Case Study: Greece

Media Relations

Case Study: Greece

Online

Case Study: Greece

Event Promotions

Case Study: Korea

• U.S. outbound travel to Korea has been lagging behind other Asian destinations

• Korea Tourism Organization was unsure of the most cost-efficient and effective way to move the needle to increase visitation from U.S.

• Korea was not adequately represented on the major U.S. booking engines • Seoul is a popular gateway for U.S. flights to China, the Korea Tourism

Organization sought an opportunity to work in cooperation with China National Tourist Office

Challenge

Case Study: Korea

• Conducted Benchmark (Destination Perception Study) to determine current consumer and U.S. travel trade perceptions of Korea as a leisure travel destination

• Utilized research findings to develop marketing plan with a heavy concentration on interactive marketing and cooperative marketing campaigns with China National Tourism Organization

• Developed, host and market cooperative marketing campaign web sites

Solution

Case Study: Korea

Benchmark Research

Case Study: Korea

Online Marketing

Case Study: Korea

Online Marketing

Case Study: Korea

Cooperative Marketing

Case Study: Torino 2006

Partner Concepts managed all marketing activities for Torino in the U.S. market before, during and after the 2006 Winter Olympic Games, including:• Developing significant awareness of Torino & Piemonte among the U.S. general,

consumer travel, travel trade and culinary press• Managing press trips to Torino and the Piemonte Region• Leveraging the Winter Olympics to tell the Piemonte story (Culture/history, food/wine

and winter sports) via NBC and other U.S. media• Broadcast advertising in U.S. during NBC’s Winter Olympics telecasts• Developing a U.S. web site (www.SeeYouInPiemonte.com) to feature vacation packages

to Piemonte from U.S. tour operators

Activities before and during the 2006 Winter Olympics

Case Study: Botswana

• Raise awareness of Botswana as a premier destination for luxury safari vacations

• Inspire U.S. travel consumers and travel agents to learn more about Botswana

• Facilitate business opportunities and exposure for Botswana’s ground suppliers (small lodges, tented camps, and tour operators) that previously had limited visibility in U.S. market

• Establish a dedicated Botswana Tourism Board marketing presence in North America

Challenge


• Established a tourism board representation office for North America• Designed and implemented a NA marketing strategy and plan• Developed new web sites for Botswana Tourism Board in the

U.S. for consumers and travel agents.• Developed partnership with HBO surrounding the launch of “The No. 1 Ladies’ Detective Agency”

television series.• Placed numerous stories with U.S. travel and lifestyle media underscoring Botswana’s role as the beautiful

setting for the television series.• Developed trade advertising campaign tying these themes together.• Created online promotions (Google, Facebook and YouTube channel) for consumers and travel agents

linking the television series’ message of empowerment for women to the aspirational nature of travel to Botswana.

• Designed and coordinated launch events in New York City surrounding the premiere of the television series.

• Implement continuous public / industry / consumer relations and communications program to build awareness and travel demand

Solution


• Partnered with HBO to create a powerful, integrated cross-promotion for travel to Botswana alongside the premiere of The No. 1 Ladies’ Detective Agency series– More than 200 U.S. news outlets covered Botswana

as the setting of “The No. 1 Ladies’ Detective Agency” on HBO

– Consumer database increase of more than 400%– New travel agent database of more than 500 Africa

specialist travel agents

Results


Consumer Web Site for U.S. Market

http://www.botswanatourism.us/


Consumer PromotionCampaign micro site

Banner ads and direct mail


Travel Agent Promotion Online sweepstakes and direct mail


Online Video- Youtube.com/BotswanaTourism

http://www.youtube.com/botswanatourism


Print Advertising for the Travel Trade


VIP Premiere Event with HBO in New York City


Trade and Consumer Newsletters

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1 Select Case Studies Example of Our Teams Experience and Accomplishments.

Documents

case study

botswana slide

iceland iceland tourist

marketing collateral

iceland branding

client case studies

case studies example

china tourism signage