Jul 07, 2015
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