TGCSA Assessor Marketing presentation

South African Tourism – Marketing &
Comms Review
Business Unit - TGCSA
Thekiso Rakolojane
Nov, 2011
TGCSA
Outcome/Vision
• Establish a recognisable
and credible, globally
bench-marked system of
quality assurance for
accommodation and MESE
experiences which can
be relied upon by visitors
when making their
choice of establishment
Target
10% year-on-year growth of graded
establishments over the next 5 years
Campaign Objectives
•
•
•
Overall:
Star grading is a symbol of quality assurance for accommodation and
conferencing establishments
Consumer:
Expect star treatment: Book in a graded establishment and have your
expectations met!
Trade:
You are the star: Grade your establishments and remain graded thus
ensuring quality assurance and international competitiveness
TGCSA / 2011_12 Campaign
Online Marketing (CRM)
• Revamp the TGCSA website to ensure Trade
and Consumer are communicated to and know
where to look for information.
• Integrate into the southafrica.net platform in
conjunction with the NTDB
• Drive additional traffic from southafrica.net
properties, and other relevant sites
Media
•Inform and grow share of mind with a
high reach media
• Consumer Education &
Awareness Drive: supporting ATL
Campaign.
•WOM expressed through social networks.
Build brand year on year & top of mind.
•Explain & illustrate message visually for
reinforcement...
•Enable them to visit the TGSA site for
more info & get non graded
establishments to apply and keep graded
establishments graded
PR (Consumer/Trade)
• Drip Strategy Editorial
Opportunities across Trade and
Consumer titles
TGCSA
• Speaker opportunities and
leveraging (Corporate Profiling)
• Trade Engagements &
Roadshows to drive benefits
• Strategic Media engagements at
industry events as well as through
media lunch engagements
• Regional Focus Drives – dove
tailing with regional events /
comms to ensure national footprint
TGCSA – creative snapshot/ Phase 1
Consumer Ads Phase 1
Trade Ads Phase 1
TGCSA - Creative in Situ/ Phase 1 / Consumer / Magazines
Garden & Home: April 2011
Weg: May 2011
Go: September 2011 issue
Sawubona: April 2011
Getaway: April 2011
Bush & Beach Break: July 2011
Sawobona: September 2011 issue
Garden & Home: September 2011 issue
Weg: October 2011 issue
TGCSA - Creative in Situ/ Phase 1 / Consumer / Press
Rapport Rondrits: 24 April 2011
City Press: 17 April 2011
Sunday Times: 17 April 2011
TGCSA - Creative in Situ/ Phase 1 / Trade / Magazines
Hotel & Restaurant: May 2011 issue
Tourism Update: July 2011 issue
TGCSA – creative snapshot/ Phase 2
Consumer - Radio
Trade - Radio
Trade Ads Phase 2
Trade Ads Phase 2
Consumer Ads Phase 2
TGCSA / Creative Phase 2 / Consumer Ads
Magazines: Go, Garden & Home, Getaway,
Weg, Sawubona
Newspapers: Sunday Times, Rapport
Rondrits, City Press
TGCSA / Creative Phase 2 / Trade Ads
Publications: Business Traveller, Butler,
EXSA, Camp & Live, Hotel & Restaurant,
Tourism Tattler
TGCSA - Creative in Situ/ Phase 2 / Consumer / Press
Sunday Times: 11 September
2011
City Press: 11 September 2011
Rapport Rondrits: 11 September
2011
Rapport Rondrits: 9 October
2011
Rapport Rondrits: 25 September
2011
City Press: 25 September2011
TGCSA - Creative in Situ/ Phase 2 / Consumer / Magazines
Weg: September 2011 issue
Garden & Home: September
2011 issue
Getaway: October 2011 issue
Sawobona: September 2011 issue
Weg: October 2011 issue
Go: October 2011 issue
Go: September 2011 issue
Garden & Home: October 2011 issue
Sawubona: October 2011 issue
TGCSA - Creative in Situ/ Phase 2 / Consumer / Press
Sunday Times: 11 September
2011
City Press: 11 September 2011
Rapport Rondrits: 11 September
2011
Rapport Rondrits: 9 October
2011
Rapport Rondrits: 25 September 2011
City Press: 25 September2011
TGCSA - Creative in Situ / Phase 2 / Trade / Magazines
Business Traveller: October 2011
issue 48
Tourism Tattler: September / October
2011
Butler: September 2011issue 24
TGCSA / Creative Phase 2 / Consumer Radio
Radio – Consumer Script
Our Holiday
SFX: School bell rings
Teacher: Morning children, today I want you to tell me what you did on your holiday. Melanie, you first.
Girl1: On our holiday we went to the mountains and I saw a Vervet monkey.
Boy1: On our holiday we went to the bush and I saw a lion and a little elephant.
Girl2: On our holiday we went to the coast and stayed at a 3 star guest house,
with an ocean view, breakfast area with loads of yummy foods,
big beds made for jumping and all the TV channels I wanted.
Teacher: Oh.
ANNCR: Experience quality accommodation, service and hospitality when you stay at one
of our star graded establishments. Visit tourismgrading.co.za to find out more
Radio Stations: Metro fm, Talk Radio 702,
Cape Talk
TGCSA / Creative Phase 2 / Trade Radio
Radio – Trade Script
Dream
SFX: Dream ambience
Butler: Excuse me sir, the masseuse is ready for you.
MVO2: Good man Geoffrey… can you get me 2 tins of Beluga and
a bottle of that exquisite French Champagne?
Butler: Sorry sir, but the kitchen is closed. Perhaps some potato crisps
and a warm soda? Sorry, the ice ran out.
SFX: Dream ambience stops
MVO2: What? No, no, no (coming out of a dream).
FVO1: What’s wrong dear?
MVO2: I had the most horrible nightmare. The hotel didn’t have 24hour room service.
FVO1: Sighs!
ANNCR: Don’t let this happen to your customers. Help them sleep comfortably knowing they’re staying
in a star graded establishment. Visit tourismgrading.co.za to find out how to get graded.
Radio Stations: Metro fm, Talk Radio 702,
Cape Talk
TGCSA – Online Creative
Media
Media Parameters
Brief Objectives
o
TGCSA (Tourism Grading Council of SA).
o
The purpose of the campaign is to educate the consumer on the different star
grading and what they can expect from the different star levels and also encourage
the use of star graded establishments by the travelling public.
•
Trade -educate them on the benefits of being star graded and encourage the non
graded establishments to get start graded.
Target market
o
Leisure Consumers
o
Leisure Trade
o
Graded and Non-graded establishment owners.
o
Provincial stakeholders and government departments
Timing
•
April 2011- March 2012
Budget:
o
R4m incl VAT and agency com
Defining the target market in a media
Out of 32,498,000 South Africans, 1,104,000 travelled by air in the past
12 months locally.
2,143,000 stayed in a hotel more than once in the past 12 months.
334,000 travelled by air outside SA in the last 12 months.
Source: AMPS 2009 Main Branded AB
So, who has the highest propensity for this?
Travel Regional Interest Insights
Accommodation searches
are limited to SA, Aus &
UK.
Accommodation
searched are limited to
SA, Aus & US.
All LSMs - Travelled by air past 12 Months in SA
Audience(000)
AMPS 2009 Main Branded AB (Jan2009-Dec 2009)
420
400
380
360
340
320
300
280
260
240
220
200
180
160
140
120
100
80
60
40
20
0
LSM 1
LSM 3
LSM 2
LSM 5
LSM 4
LSM 7
LSM 6
LSM 9
LSM 8
Audience(000) : Past 12 Months - Last travelled by air in SA
AMPS 2009 Main Branded AB (Jan2009-Dec 2009)
40.7 % are LSM 7 -10, with 21.6 % being LSM 10.
60.2 % trips made by LSM 7-10 by air were business trips .
Source: AMPS 2009 Main Branded AB
LSM 10
All LSMs - Stayed in hotel more than once past 12 Months in
SA
AMPS 2009 Main Branded AB (Jan2009-Dec 2009)
650
600
550
500
Audience(000)
450
400
350
300
250
200
150
100
50
0
LSM 1
LSM 3
LSM 2
LSM 5
LSM 4
LSM 7
LSM 6
Audience(000) : Number of W/ E trips in an hotel P12M in SA
AMPS 2009 Main Branded AB (Jan2009-Dec 2009)
70.7 % are LSM 7 -10, with 33.2 % being LSM 10.
Source: AMPS 2009 Main Branded AB
LSM 9
LSM 8
LSM 10
Media Target market ratification
•
•
LSM 7- 10 show the highest propensity to travel and thereby engage with tourism
products.
This group encompasses all different sectors in the industry i.e. Trade,
establishments, Provincial stake holders and Government (that AMPS does not
measure) as they are most likely to fall within this target group.
Market size: 11,491,000
Source: Amps 2010 A6
•
However, once the campaign moves beyond awareness and education, we
recommend reviewing the target market to LSM 9 & 10 and adding in a regional
filter of Gauteng, KZN & WC, the key source markets locally.
Market Size: 3,861,000
Source: Amps 2010 A6
A snapshot – LSM 7-10
Province
35. 4% Gauteng
20.5% WC
18.9% KZN
Gender & Race
 49.2% men
 50.8% women
 41% Black
 58.1% WCI
Work Status
 46.5% work full/ part time
 53.5% are not working
Status
 46.5% are married
 44% are single
HH Income
50% have young children
R8,000 – R10,999 = 19%
R11,000 – R19,999 = 27.4%
R20,000 + = R28.6%
Source: AMPS 2010 A6
 52.8% keep up with latest
technology
 51% are conscious about
their health
 55% are concerned about
the environment
 51% believe in education
 49.9% value family
 50.9% believe in Ubuntu
 34.9% are interested in
soccer. Rugby & cricket are
also popular.
Media Environment Analysis: All Media
• This market is very media contactable.
• 97.3% have watched TV in the P7D, 92.4 % have listened to any radio station. Internet has the highest affinity score,
followed by cinema although the reach is not as high. Magazines & Newspaper also offer high reach and higher index than
TV & Radio.
• This does not reflect the reach of trade magazines which will also be important to this group.
AMPS2009 Main Branded AB
TV Analysis
Telmar P-Map
All respondents
10,000
9,000
8,000
7,000
6,000
5,000
4,000
3,000
2,000
1,000
0
-1,000
-2,000
-3,000
-4,000
-5,000
-6,000
-7,000
-8,000
-60
Audience(000)
SABC 3
DStv
SABC 1
eTV
SABC 2
Index
-40
-20
0
20
40
60
80
100
120
140
160
180
200
220
240
260
AMPS 2010 Main Branded BA (Jul 2009-Jun 2010)
Scaled by: "Universal LSM 7 Universal LSM 8 Universal LSM 9 Universal LSM 10"
• SABC & ETV offer highest reach, although DStv has the highest affinity
Radio Analysis
Telmar P-Map
All
3,000
Audience(000)
2,500
5FM
Metro FM
2,000
RSG
1,500
1,000
94.2
East
Jacaranda
Coast Radio
99.2
YFM
Kaya FM 95.9
Ukhozi FM
500
0
94.7 Highveld
Lesedi FM
Motsw eding FM
Limpopo Combo Gagasi 99.5
Ikw ekw ezi FM
Ligw
alagwFM
ala
Capricorn
Phalaphala
FM FM
Radio 2000
Jozi FM OFM
40
140
94.5 KFM
Good Hope FM
Index
Heart 104.9
SA FM
Lotus FMClassic 102.8
567 Cape Talk
Fine Music Radio 101.2
-500
-1,000
-1,500
-2,000
-40
-20
0
20
60
80
100
120
160
180
200
220
240
260
280
300
320
AMPS 2010 Main Branded BA (Jul 2009-Jun 2010)
Scaled by: "Universal LSM 7 Universal LSM 8 Universal LSM 9 Universal LSM 10"
• Metro FM offers the highest reach, followed by 5 FM. Talk radio stations
having highest affinity, however the reach is niche.
340
360
Print Analysis - Magazines
Telmar P-Map
All respondents
2,000
Audience(000)
1,500
Dish (DStv guide)/skottel
You
True Love
Drum
Huisgenoot
Tvplus
People
1,000
Move!
Cosmopolitan
Car Men's
Health
TopBilling
Trader.co.za
FHM
Topcar
SA Auto
Heat
Garden
and Home
Fairlady
Rooi
Rose
Sarie
Reader's
Glamour
Digest
South
AfricaSA
Sports
Illustrated
SoccerLife
O
The
Getaw
Vrouekeur
Oprah
ay
Magazine
Real Hype
Amakhosi
FoodPeople
&Living
Home
Entertaining
and
Loving
Go!/Weg!
Your
Family
Index
Home/tuis
Puzzles
Seventeen
National
Conde
Geographic
Nast
House
&Magazine
Garden
Property:
The
Property
Vuk'uzenzele
Bike
SA
Magazine
GQ
Woman
South
Landbou
Africa
&
Home
Weekblad
Finesse
YouMarie
Pulse
Fresh
Time
Claire
/Drive
Huisgenoot
Living
Elle
Magazine
(Pick
PCFormat
Pols
'n
Pay)
Destiny
National
Geographic
AA
Traveller
Traveller
SA
Popular
Mechanics
SA
Home
Personal
Ow
Finance
ner
Hustler
Your
SA
Baby
Garden
FM
/
Saltw
SA
(Financial
Animal
Tuin
ater
Ideas
Shape
Paleis
Talk
Girl
Mail)
/
Idees
Magazine
Farmer's
Essentials
w
eekly
Soul
SA
Golf
House
Country
SA
Out/WegRy
India.com
Digest
and
Life
Leisure
NAG
Your
Pregnancy
Psychologies
Succeed
Sarie
SA
Kuier
Kos
Rugby
Leef
met
Magazine
Huisgenoot
hart
DeKat
Taste
&
siel
Tempo
Entrepreneur
Leisure
Wine
Zigzag
Baba
Magazine
Wheels
&
Kleuter
Cleo
Elle Decoration
HQ Golfer
Finw
Stuff
eek
Wiel
Man
Avocado/Avokado
Magnum
Magic (M-Net TV guide)
Compleat
Lig
Gesinstydskrif
Nosew
Die
Wegsleep
eek
Tuinier
FitPregnancy
Bona
500
0
Kickoff
-500
-1,000
-1,500
-40
-20
0
20
40
60
80
100
120
140
160
180
200
220
240
260
280
300
320
340
AMPS 2010 Six Months (Jan 2010 - Jun 2010)
Scaled by: "Universal LSM 7 Universal LSM 8 Universal LSM 9 Universal LSM 10"
• Huisgenoot, You, Dish have the highest reach. Most titles index on par.
Print Analysis - Magazines with special travel
interests measured by AMPS
Telmar P-Map
All respondents
550
500
450
400
350
300
250
200
150
100
50
0
-50
-100
-150
-200
-250
-300
-350
Audience(000)
SA Garden and Home
Go!/Weg!
Getaw ay
National Geographic
AA Traveller
Index
SA Country Life
-60
-40
-20
0
20
40
60
80
100
120
140
160
180
200
220
240
260
AMPS 2010 Six Months (Jan 2010 - Jun 2010)
Scaled by: "Universal LSM 7 Universal LSM 8 Universal LSM 9 Universal LSM 10"
• Garden & Home offers the highest reach, followed by Getaway.
Go/Weg has the highest affinity.
• AMPS does not track the other 100+ magazines also focusing on travel
interests until they register with SAARF.
Print Analysis - Newspapers: Dailies & Weeklies
Telmar P-Map
All respondents
Audience(000)
3,000
Sunday Times
2,500
2,000
1,500
Daily Sun
Rapport (Sun)
1,000
Sunday City
SunPress (Sun)
SundayWorld
Sow etan
500
0
Index
Sunday
Tribune
Beeld
Daily
Voice
The
Star
Daily
Die
New
Burger
s
Mail
&
Guardian
(Fri)
The
Times
TheSaturday
Citizen
Cape
Argus
Star
The
Mercury
Cape
Times
The Dispatch
Citizen
(Sat)
ThePretoria
Herald
Daily
Weekend
Argus
New
s
Business
Day
DFA
-500
-1,000
-1,500
-2,000
-40
-20
0
20
40
60
80
100
120
140
160
180
200
220
240
260
AMPS 2010 Main Branded BA (Jul 2009-Jun 2010)
Scaled by: "Universal LSM 7 Universal LSM 8 Universal LSM 9 Universal LSM 10"
• Sunday Times offers the highest reach , followed by Rapport.
280
300
Print Analysis - Newspapers: Travel/lifestyle
supplements
Telmar P-Map
All
Audience(000)
2,500
Sunday Times-Lifestyle
2,000
1,500
1,000
SundayWorld-Lifestyle
Burger-Leefstyl
Sun Trib-SM Travel
500
Index
The Mercury-GoodLife
Saturday Star-Travel
WeekendWeekend
Argus : Saturday
Edition-Travel
Argus : Sunday
Edition-Travel
Sun Ind-Sunday
Life
Pta New s W/E-Travel
DFA-Weekend Leisure
0
-500
-1,000
-1,500
20
40
60
80
100
120
140
160
180
200
220
240
260
280
AMPS 2010 Main Branded BA (Jul 2009-Jun 2010)
Scaled by: "Universal LSM 7 Universal LSM 8 Universal LSM 9 Universal LSM 10"
• Sunday Times Lifestyle & Travel offers the highest reach.
300
320
340
360
380
Media Recommendation
Media Recommendation…
In order to fulfil the campaign’s key objectives i.e. to EDUCATE the consumers to know
the stars and benefits thereof through a TARGETED AWARENESS, an integrated mix of
PRINT, RADIO& ONLINE media is hereby recommended.
Why not TV?
Although TV builds rapid mass awareness, given the budget and campaign duration,
high flighting costs and production prohibit us from using this media.
Why not cinema?
Despite a high index, penetration and reach are too. Production costs too are high.
Why not Outdoor?
Outdoor offers low reach into this target audience and even though the index is high,
the level of detail in the concept will have to be formatted to suit outdoor
environment. Note however that it is difficult to measure exact audience or impact.
Media Recommendation… Role of media selected
TRIGGER
Inform and grow share of
mind with a high reach
media
SHARE
WOM expressed through
social networks. Build
brand year on year &
top of mind.
ENGAGE
Know
your
stars
ACT
enable them to visit the
TGSA site for more info &
get ungraded
establishments to apply.
Explain & illustrate
message visually for
reinforcement...
Defining the target market in a media
Out of 32,498,000 South Africans, 1,104,000 travelled by air in the past
12 months locally.
2,143,000 stayed in a hotel more than once in the past 12 months.
334,000 travelled by air outside SA in the last 12 months.
Source: AMPS 2009 Main Branded AB
So, who has the highest propensity for this?
Channel selection
PRINT APPROACH
As lead channel, a combination of magazines and press titles have been selected that
offer the right environment so as to resonate and be relevant to the target audience.
Placement will be in the form of FPFC ads/advertorials in order to create IMPACT and
break through the clutter.
Proposed titles: Getaway, Weg/go!, Sawubona, Sunday Times Travel & Food, Rapport
Rondrits & City Press
Number of insertions: at least 6 per publication.
Total reach: 51.96%, ex Sawubona
RADIO
“ You can speed through a newspaper/magazine, but you can’t speed listen”
Metro FM shows the highest reach, Metro FM’s listenership past 7 days was 5,151,000 (Source RAMS
2010/5). 68% of its listeners are LSM 6 -10 (source Amps 2010 A6 Main).
We will use Metro FM as the lead national station, supported by ECR & 94.5 KFM will enable us to
penetrate the target market much more effectively and deliver good reach & frequency.
Due to budget constraints, flighting will be concentrated to weekends, when audiences are in a more
leisure mood and receptive to the message.
Media Overview
April 2011 to September 2011 - CONSUMER
Media
MAGAZINES & NEWSPAPERS
Timing
Format
No of Ins
Reach
April – Sept
Weg/Go, Sawubona,
Getaway & SA Garden &
Home
FPFC
8
42.15% or 4,726,000 (LSM 7-10)
Avg f 2.36
(Universe: 11,214,000)
Sunday Times, Rapport
& City Press
20 X 8 & 39 X 7
8
RADIO
Metro
Cape Talk
27 Sept-30
Sept
35 & 40 sec
702 Talk Radio FM
Source: Telmar Print Plan Amps 2010 Main Branded BA & RBP 2000 Jul-Oct 2010
24
7.49% or 940,000 (LSM 7-10 ).
Avg f 1.69
(Universe: 11,837,000)
Media Overview
April 2011 to September 2011 - TRADE
Media
Timing
Format
April – Sept
FPFC
No of Ins
Reach based on
circulation
MAGAZINES
1
7510
Butlers
2
425
The Event
2
8,500
Bush & Beach Breaks
1
20,000
Tourism Tattler
2
8,905
Tourism Update
1
4,778
Business Traveller
1
12,000
Hotel & Restaurant
Total Cir: 62,118
Source: Media owner distribution figures. AMPS does not measure Trade publications.
Distribution to Travel agents, hotels & guest houses.
Online Media Overview
Media
Display
List of sites: Travel,
Business and New
• Go Travel, Times Live
LinkedIn, BBC, Trip
Advisor, Backpacking
South Africa, Kamp &
Leef, Camp & Life,
National Geographic,
Getaway Travel.
• Business Live Business
Day Financial Mail BBC
LinkedIn Fin 24
• News 24 Times Live
News Time
Timing
April to
September
Results
Format
Display – MPUs &
Leaderboards
Total Impressions: 11,232,807
Clicks: 15 058
CTR: 0.13%
Dwell average duration:14.12 second
TGCSA / Spend Breakdown
Radio
Consumer Magazines
Gross Rate Card
Negotiated Discount
R347,410
5%
Discounted Rate at Gross
R330,008
Rate (net less Agency Com)
R275,557
3.5% Buying Commission
Total Rate incl. buying com
Negotiated Discount
R130,854
Rate (net less Agency Com)
R109,264
3.5% Buying Commission
Total Rate incl. buying com
R4,580
R113,844
R11,550
R287,107
Trade Magazines
Consumer Newspapers
Gross Rate Card
Gross Rate Card
R472,602
8%
Gross Rate Card
Negotiated Discount
R206,111
12%
Discounted Rate at Gross
R433,113
Discounted Rate at Gross
R181,992
Rate (net less Agency Com)
R361,649
Rate (net less Agency Com)
R151,963
3.5% Buying Commission
Total Rate incl. buying com
R15,159
R376,808
3.5% Buying Commission
Total SAT Rate incl. buying com
R6,370
R158,333
TGCSA / Spend Breakdown
Online
Gross Rate Card
Negotiated Discount
Discounted Rate at Gross
Total Rate (net less Agency Com)
R914,877
13%
R800,000
R668,00
16.5% Buying Commission
R132,000
Total Rate incl. buying com
R800,000
Rate R1,736,092
R195,887
TOTAL Saving
TOTAL
PR
PR Dashboard - 360° Approach
Drip Strategy Editorial
Opportunities across Trade
and Consumer titles
Consumer Education &
Awareness Drive:
supporting ATL Campaign.
Speaker opportunities and
leveraging (Corporate
Profiling)
Trade Engagements &
Roadshow to drive benefits
Strategic Media
engagements at industry
events as well as through
media lunch engagements
Regional Focus Drives –
dove tailing with regional
events / comms to ensure
national footprint
TGCSA / PR
Leverage Media Investment
Website Educational content on the grading process
Roadshows
Highlight newly graded establishments
Media kit for new campaign
Hosted media tour
Interviews
PR value for TGCSA: R 2,877,866.00
(Target for PR Value: R1,500,000.00)
Radio Clippings
Cape Talk Radio Clipping
SA FM Radio Clipping
67
PR Objectives
Consumers
• To educate and inform consumers about the minimum requirements
they can expect from graded establishments
• Promote usage of graded establishments by the consumers both
international and local
• Encourage consumers to feedback about their experiences whether
they are positive or negative
• Create an awareness about TGCSA and its role: Drive consumers to
the TGCSA website
Trade
•
•
•
•
Encourage ungraded establishments owners to grade their
establishments
Highlight the benefits of being graded
Uphold high quality assurance standards in South Africa to be on par
with the international levels
Encourage Government Departments to use graded establishments
PR Messaging
Consumer
Trade
Viewing the objectives of the new grading
system: creating an awareness of what to expect
Viewing the objectives of the grading system:
Enticing more establishments to see value and
get graded
Meaning of the stars: Minimum requirements
expectations
New grading criteria in line with global grading
criteria standards: Internationally
competitiveness of graded establishments
Value for money by using graded establishments
Removal of inconsistencies in the grading
system making the new grading system more
reliable, effective and uniformed
Internationally competitiveness of graded
establishments: Building global reputation for
excellence in both facilities and service
Promotion of public feedback
Promotion of public feedback
Consumers demand service excellence from
establishments
Driving consumers to make graded
establishments their first choice when choosing
establishments
Ensuring quality assurance by grading your
establishment
Positioning TGCSA as custodians in the process
of quality control for the hospitality industry
Assessors being up-skilled and trained to ensure
reliable and effective delivery of new process
Target Market
General Public
Trade
Business Tourists
• International Tourists*
• Domestic Tourists
• Graded Establishments
• Non-graded establishments
• New entrants who want to be
graded
• Trade associations
Leisure Tourists
• International Tourists*
• Domestic Tourists
Implementation
Leverage on other relevant platforms that TGC and SAT is embarking on to get the
messaging out as well as other events that SAT is sponsoring or supporting
•
Examples:
Meetings Africa
Tourism Indaba
Road shows
Media Lunches
Unveiling of the plaque
TGC’s regional focus
Tourism Month
Cape Town Jazz Festival
J & B Met
Duzi Marathon
Comrades Marathon
Etc.
WTM
ITB
ETEYA Awards
Tourism Business Conference
Confex
*Please note that leveraging off other SAT platforms is dependant on internal agreement between TGCSA and SAT business units
that this can be done.
Meetings Africa
•
TGCSA has partnered with SAACI and they will be presenting at
Meetings Africa during the Associations Day
Action
•
Pre-press release alerting the industry of TGCSA’s involvement
•
Media interviews during the event
•
Post-press release on TGCSA’s key message as well as campaign
plans for the year ahead
•
Perfect platform for TGCSA to reiterate their commitment to
industry stakeholders to involve them in the process of developing
the conferencing grading criteria
Target Media
•
Trade
Unveiling of New Plaque
•
The new plaque for graded establishments is going to be unveiled by
the Minister
Action
•
Media Invites inviting media to the plaque unveiling ceremony
•
Minister’s speaker notes on the grading system and how the new plaque
impacts on quality assurance of establishments
•
Post-press release on the new plaque and how it is a symbol of quality
•
Messaging document highlighting the benefits of being graded and how
the grading system functions
•
Use the nine messages on the unveiling of the plaque messaging
document to create editorial angle
Target Media
•
Trade and mainstream
Road shows
•
Use the road shows to consult with both the establishment owners and media
Action
•
Media invites to the regional media where the road shows are held.
•
Media burst around Gauteng and Cape Town activations.
•
Pre-engagement PR to focus around case study information from already graded
establishments.
•
Arrange regional/provincial media lunches with Chief Quality Assurance Officer for
relationship building (main objective). Furthermore provide them with media
leverage explaining how the Above the Line Campaigns works as well as the
outlining the objectives of the TGCSA. Targeted media engagements more
important that ‘spray and pray’.
•
Provincial tourism and associations to be engaged to assist with leveraging joint PR
opportunities.
•
Opportunity to engage in discussion forums / focus groups to get further research &
insight into the market needs.
Target media
•
Trade and mainstream
Tourism Indaba
•
Stakeholder breakfast held by TGCSA to address at the Tourism Indaba
Action
•
Pre-press release on the participation of TGCSA in the Tourism Indaba
•
Media invite to the breakfast
•
Post-press release on the proceedings of the breakfast with the focus
more on the stakeholders feedback
•
Trade and Media pack with information on new grading criteria, TGCSA’s
commitment to industry as well as key TGCSA profiles
•
Pitch article on the challenges the stakeholders are faced with in meeting
the standards of the new criteria and how they can overcome them.
•
Media interviews during the event
Target Media
•
Trade
Media Lunches
•
Lunches with key media for relationship building
Action
•
Identify key media to build relations with.
•
Invite media to the lunches
•
Media packs with information on the Above The Line Campaign –
presented in strategically packaged for their specific media target (i.e.
Daily Sun vs Sunday Times).
Target media
•
Trade and mainstream
Regional Focus
•
Entrenching relations with the regional offices to dove-tail any big
events they are hosting to reiterate the importance of the grading
system to both trade and consumers.
Action
•
Press release or pitch on the importance of ensuring quality in and
creating an awareness on the principles and messaging of the Above
The Line Campaign (around the campaign or event of that region).
•
Leveraging off any communications driven by regional partners in an
effort to extend our reach.
Target media
•
Regional trade and mainstream
ATL Campaign Objectives
Local Consumer :
Required:
•
Information dissemination and educational drive on what the grading criteria means
to the end user : This will be done throughout the year with more specific
messaging before the holidays as the target market plans their holiday around this
time.
Platforms:
•
Breakdown of each category and the minimum expectations
•
Promote feedback
Actions:
•
PR will drive the educational message through exclusive pitching opportunities to
the selcted target media.
•
Grading criteria will be handled per category; i.e. Sunday Times Travel Section to
cover 3,4,5 star while we push for coverage of 1,2 star information in relevant
media such as Daily Sun (examples only). This is to ensure the longevity of the
message.
•
Opportunity to include a ‘mystery journo shopper’ campaign to allow journalists to
experience first hand the flagship establishments per category.
ABTL Campaign Objectives
International Consumer :
Required:
•
Information dissemination and educational drive on what the grading
criteria means to the end user : This will be done throughout the year
emphasising how South Africa’s grading criteria is in line with the global
criteria
Platforms:
•
Breakdown of each category and the minimum expectations
•
Promote feedback
•
Showcase the international competitiveness of establishments
*Please note that international target audience focus is dependant on Global
Comms confirming scope of international agencies portfolios.
Consumer Editorial Plan
February
March
• Who or what is TGC and their Role.
• TGC reaffirms comittment to Conferencing
sector (The Event).
• The new look quality assurance standard
(the new plaque unveiling)
• Media Engagement
April
May
June
• Conferencing ,Backpackers, camping and
caravan grading goes live – for corporate
title.
• Expectations on Formal Accommodation
grading.
• Indaba Tactics
• What to expect from a guest house –
alleviating consumer disappointment.
• Regional Media Focus Drive
July
August
September
• Make sure your self-catering accomodation
lives up to its promise.
• Media Engagement.
• SA Graded accomodation on par with
international levels.
• Regional Media Focus Drive
• Treat yourself like a star and explore
South Africa : Get the most bang for your
buck! (Tourism Month Angle)
October
November
December
• Even backpacking comes with standards
(Weg / Go / Getaway etc).
• Regional Media Focus Drive
• Been misled by your accomodation
provider? Where to go for resolution!
• Media Engagement.
• Comparing the graded establishments to
non-graded establishments.
• Last minute getaways – go for graded!
January
February
March
• Consumer poll on graded establishments
and their knowledge thereof – run online
through media partnership
• Opinion Piece from Ms. Thembi Kunene
with regards to how the public perceive
the grading system of establishments
• Graded Establishments offer value for
money.
• .Media Engagement.
ATL Campaign Objectives
Trade:
Required:
•
Push Benefits of grading to entice non-graded establishments see the value of
grading their establishments
Platforms:
•
Case studies from already graded establishments highlighting the investments
and not the expense
•
Beef up benefits (awareness, Eteya, Welcome Awards, Global standards, listing
on TGC website, government business)
Mediums examples only:
•
Trade publications: Explore South Africa; GSA Travel Magazine; The Event;
Sawubona; Hotel and Restaurant; hospitality; Tourism Tattler; SA Tourism
Update
•
Trade online media: Worldonline; Hello Cape Town; hotelscombined.com;
South Africa’s guide.net; whalecottage.com
•
•
Speaker slots at exhibitions and conferences aimed at the Trade: Meetings
Africa; SAACI Conferences; hospitality conferences
Roadshows
Trade Editorial Plan
February
March
*Still to be added: Assessor Tactics; Roadshow
Dates.
• TGC partners with SAACI at Meetings Africa.
• Meetings Africa Tactics
• Launch of the new plaque and how it impacts the
establishment owners.
• ITB Berlin
April
May
June
• Case study newly graded establishment: What are
the benefits of getting graded.
• Media alert: Conferencing, Backpackers, Camping and
Caravan criteria live!
• TGC at Tourism Indaba: Launch of Quality Assurance
Awards.
• ETEYA success stories.
• Media Engagement.
• IMEX (Germany)
• Case study focus on each criteria:
• Backpackers and hostelling success stories
July
August
September
• Case study focus on each criteria:
• Conferencing success stories
• Case study focus on each criteria: Caravan and
Camping success stories.
• Media Engagement.
• Tourism Business Conference (CT)
• Destinations Expo (CT)
• Encouragement of establishments to use the tourism
month to get their businesses graded
• How to get graded for new establishments owners
October
November
December
• Day in the life of an assessor (assessor conference)
• Aligning your establishment to international standards
(World Tourism Month)
• EIBTM (Spain)
• WTM (London)
• Benefits and support through the Eteya and Welcome
awards.
• ILTM ( Cannes)
• Consumers feedback on the new grading system and
the impact it has on the establishments.
January
February
March
Viewing the challenges and way forward in the
implementation process of the new grading system.
•Viewing and comparing the international grading
trends to South Africa.
•Consumer feedback on grading knowledge.
• Viewing the grading as from the assessors viewpoint.
• Media Engagement
•
•
•
•
Reviewing the progress of the new grading system
Media Engagement
SITE (Las Vegas)
IBB Asia (Singapore)
Extensive Media target (but not limited to)
Daily Publications
• Beeld – Pta, Business Report –CTN, The Daily News, Die Burger – CTN, Burger - Sake CT,
The Herald - Eastern Cape, Business Day; The Tourist, Citizen, The Mercury; freelance;
travelwires, Sosh Times, The Star, The Witness, Sowetan, Caxton Community
newspapers, Cape Business News, Cape Argus, Cape Times, Daily Dispatch, Daily Sun,
Daily Voice, Independent newspapers, Isolezwe
Weekly Publications
• Saturday Star, Sunday Times – JHB, Sunday Independent, City Press, The Weekender,
Leisure Options, Rapport, City Press, Sunday World, Weekend Argus, Mail and Guardian
Travel / Tourism, Trade and Niche Publications
• Delivery Magazine, Travel Industry Review, Go/Weg, African Pilot, Propertymag.co.za,
Sawubona, Getaway, Discovery Magazine, Family Holiday & Leisure Magazine,
Conference Exhibition & Events Guide, Africa Geographic, Upfront magazine, African
Safaris, SA Tourism Update, Leisure Options, Callsheet The, About Time, Campus Lounge,
Tourism Tatler, Travel News Weekly, Real Magazine, Prestigio Magazine, Mango Juice,
Indwe Magazine, Hotel & Restaurant, Responsible Traveller, Top Billing Magazine, Explore
South Africa, Push Media/ SA Journal Trade & Invest, Butler, Health Encounters, Health
Management Review Africa, Interair in-flight magazine, Medical Chronicle, SA Medical
Journal, Hotel magazine,
National Geographic
Cont. Extensive Media target (but not limited to)
Lifestyle Publications - Long lead
• House and Leisure Magazine, Lapologa Magazine, True Love, Soul Magazine,, Living the
Life, Garden Route Living, Sarie, People/Mense Magazine, Unique Magazine, Food and
Home Entertaining, You/Huisgenoot, Marie Claire, Destiny Magazine, Cosmopolitan, Cleo
Magazine, Living and Loving, Woman and Home, Fair Lady, Get It Magazines, Essentials,
Marie Claire, True Love, Drum Magazine, Elle Magazine, Fair Lady, SA Garden & Home,
Move Magazine, O The Oprah Magazine
Online Media
• Travel Wires, TourKeyF.com, GoTravel24.com, News24,SA GoodNews, SABCnews.com,
5FM, privateproperty.co.za, mymoney.iafrica.com, travel.iafrica.com, eatout.co.za,
MWEB Travel, Realestateweb, M&G online, Insight, The Times, The Herald,
Sowetan.co.za, Sunday World.co.za, summit.co.za, reporter.co.za, realbusiness.co.za,
Ict World, Financial Mail, iWeek, Itweb, the post.co.za, themercury.co.za,
sundaytribune.co.za, sundayindependent.co.za, star.co.za, pretorianews.co.za,
myiol.co.za, isolezwe.co.za, ioltravel.co.za, independentonsaturday.co.za, gq.co.za,
dailynews.co.za, capetimes.co.za, capeargus.co.za, busrep.co.za, businessinafrica,
Bizcommunity.com, sawubona.co.za, ofm.co.za, algoafm.co.za, Health24, Zoopy.com,
Tourism-Review.com, , Heita-Online Magazine, Sapa, Sake 24, Tourism-Review.com
Cont. Extensive Media target (but not limited to)
TV
SABC 1, 2 and 3; Morning Live; World Today; Sunrise; Top Billing; CNBC; CNN; Summit;
Travel Channel; Top Explore; Al Jazeera; Discovery T and L
Radio
Metro FM; Classic FM; RSG; Algoa FM; Eastcoast Radio; Good Hope FM; Capricon FM;
Ukhozi; YFM; 5FM; Kaya FM; Motsweding; SAFm; Talk Radio 702; OFM
Key Messaging:
Putting stars where they belong
•
•
•
Overall:
Star grading is a symbol quality assurance for accommodation and
conferencing establishments
Consumer:
Expect star treatment: Book in a graded establishment and have your
expectations met!
Trade:
You are the star: Grade your establishments and ensure quality
assurance and international alignment
Throughout each project of the campaign…
Over and above specific PR tactics proposed for the activations, PR for this
market will continue along traditional lines:
Educate and expose
Media to all campaigns and launches
that TGC is embarking on
Highlight that there is more to SA
Partnering with other SAT programmes
highlighting the grading system
Send media alerts and information
Success stories about the TGC and the
grading system
TGCSA / Monthly Total Value of Editorial Coverage
Month
PR Value in ZAR
April
291,540.00
May ( largely due to INDABA)
450,902.00
June
28,910.00
July
348,693.00
August
361,114.00
September (largely due to participation in Tourism Month supplements)
1,396,708.00
Totals
2,877,866.00
Digital
Digital Business Objectives
•
•
•
•
•
•
Generate interest and drive traffic to the website
Improve perceived value offered by TGCSA
Relevant transparent communication
Inform and educate
TRUSTED channel
Receive feedback and act on it to enhance experience
TGCSA / Website
TGCSA New Website
Live Date: 12 April 2011
Total # Visits: 52,362
Page Views: 210,460
Pages / Visit: 4.02
Ave Time on Site: 04:59
Bounce Rate: 52.33%
New Visits: 55.20%
Executive Summary – Website Visits
Total Page Views
Total Unique Page Views
210,460
164,082
Home Page
48 528
37 816
23.06%
Grading Criteria
8 026
4 725
3.81%
What is Star Grading *
6 882
4 807
3.27%
Consumer Benefits *
6 204
3 893
2.95%
Graded Properties
4 004
2 681
1.90%
Guest Accommodation
2 546
1 984
1.21%
Graded Properties
1 902
1 197
0.90%
Contact Us
1 750
1 540
0.83%
Tourism Grading Formal Service
1 563
1 328
0.74%
Tourism Grading Website
% of Total Page Views
TGCSA / NTDB Search functionality on southfrica.net
NTDB Search on southafrica.net
Live Date: 09 September 2011
TGCSA / Paid Search – Consumer Campaign
Paid Search Campaign - Google's Display & Content Network
Run Date: 16 May – 21st July 2011
Total Impressions: 6,029,829
Total Clicks: 11,157
Click through Rate: 0.19%
Return on Engagement: R0.03
Overall Search Campaign Results
Click through Rate: 0.16%
Return on Engagement: R0.03
TGCSA / Paid Search – Trade Campaign
Paid Search Campaign - Google's Display & Content Network
Run Date: 16 May – 21st July 2011
Total Impressions: 2,327,200
Total Clicks: 2,132
Click through Rate: 0.09%
Return on Engagement: R0.10
Overall Search Campaign Results
Click through Rate: 0.16%
Return on Engagement: R0.03
TGCSA / Touch-Table
Media consumption habits – LSM 7-10
Audience(000)
AMPS 2009 Main Branded AB (Jan2009-Dec 2009)
10,000
9,500
9,000
8,500
8,000
7,500
7,000
6,500
6,000
5,500
5,000
4,500
4,000
3,500
3,000
2,500
2,000
1,500
1,000
500
0
Total TV P7D
Accessed Internet P7D
Total Radio
Any Newspaper
Cinema
Any Outdoor
Any Magazine
Audience(000) : SAARF universal LSM (2001 Weights) Universal LSM 7 Universal LSM 8 Universal LSM 9 Universal LSM 10
AMPS 2009 Main Branded AB (Jan2009-Dec 2009)
TV and Radio offer highest reach followed by print.
However, Internet has the highest affinity score. Index 267.
Online Conversion Funnel
»
Mailer, Social Media and Display digital channels will form part of the conversion
funnel for the campaign. Each element will have a different sphere on influence in
marketing know your stars and grading requirements.
Contextual Display
Networks (CPC)
Rich Media
Display
Brand Awareness
- Drive traffic to get
more information and
(CPM)
Social Media
Refined Targeting
- Browser specific
targeting
- Cost per Click
Consumer
Online Conversion Funnel
»
Mailer, Social Media and Display digital channels will form part of the conversion
funnel for the campaign. Each element will have a different sphere on influence in
marketing know your stars and grading requirements.
Rich Media
Display
Brand Awareness
- Drive traffic to get
more information and
(CPM)
Social Media
Refined Targeting
- Browser specific
targeting
- Cost per Click
Contextual Display
Networks (CPC)
Leisure Trade
Online Communications
Framework
TACTIC
CHANNEL MIX
KPI
EXPOSURE
Build Brand Awareness
• Brand Awareness :
Know your stars
• Impressions
• Use impact digital to maximise awareness
• Run Homepage Takeover placements on key Travel sites
DISPLAY
• Homepage Roadblocks / Synced Ads
• Interaction Rates
ADVOCACY
• Push out SAT expandable banner units with built-in
functionality for sharing i.e., send to a colleague, post to
Facebook page etc.
RICH
MEDIA
Being part of the conversation and solution lends credibility
• Must engage the audience within relevant social media
forums in order to capitalize on the power of personal
influence, including both peers and experts. FB page,
•Perhaps share pictures of your graded establishment to win a
free night.
SOCIAL
MEDIA
Search
ENGAGEME
NT
Drive consideration through engaging & interactive media
• Content share
• Participation
• Brand sentiment
Proposed Rich Media Banner Environments
Travel
News /Business
Portals
Contextual
Networks
•Travel banner
environments will
overlap across the
target market’s to
trade markets and
consumers.
•Messaging can
be swopped out to
appeal to trade
and consumer
markets.
•Contextually
Targeted ads can
reach local and
overseas markets
on a CPC basis.
UU: 733,000
* Nielsens Net Ratings – JAN 2010
UU: 5 mill
UU: 10 mill
Display Rationale
•
•
•
•
Travelstart is the largest Online Travel
Agency in South Africa. They are a
global company & the market leader in
South Africa. Travelstart were the first
Online Travel Agency to operate in the
Country.
Unique Users: 180,000 Page Views:
1,300,000
MWEB travel.co.za is the online portal of
South Africa's leading Internet Service
Provider, designed to help their its
customers by delivering the best
possible online travel experience.
Unique Users: 714,371 Page Views:
2,020,6436
MSN is one of the biggest online
portals in SA.
•
We would achieve high reach and
click volume from the MSN site
Lifestyle – December / January 2010
•
Page Views / Month - 700 000
•
Unique Users / Month - 150 000
•
Peak Hourly Traffic at RTW date 600
•
Peak Hourly Traffic after 1 month 750
•
Peak Hourly Traffic after 3 months 850
•
Display Rationale
•
•
Weather24.com is SA's leading women's
website; where over 200 000 South
Africans go to find and share stories, get
advice, have a laugh, and make
connections.
Unique Users: 238,902 Page Views:
1,509,866
•
•
Getaway is an English travel
media in South Africa. Getaway
offers advice on where and how
to relax in a huge variety of
destinations in Southern Africa
and beyond. It has developed into
a 360º multimedia platform that
includes print, Getaway.co.za,
the Getaway Show, Getaway
Events, Getaway books, guides,
supplements, TV, adventures and
mobile.getaway.co.za. Our highly
experienced photojournalists
track down unusual holiday
activities and off-the-beatentrack routes to bring you the best
weekend getaways.
Unique Users: 30,000 Page
Views:
160,000
Environment Influences Conversion
CTR and
Conversion
quadrant higher
Rich Media Outperforms Standard Banners
Contextual Display
•
•
•
Reach
Our worldwide network enables you to intelligently reach more qualified online consumers.
ValueClick Media delivers more high-quality prospects for your products and services. How? No
other network reaches as many unique visitors on as many high-quality sites directly linked to
one discrete network, with access to even more inventory via our real-time bidding
capabilities.
Here are a few facts about their massive reach, which is just one aspect of how we drive
display advertising performance:
•
•
•
•
•
173MM unique visitors per month, or 79 percent of the U.S. Internet audience
Direct relationships with 8,000 sites that meet our stringent quality criteria
28 billion display advertising impressions per month
593MM unique visitors per month worldwide
62 percent of the com Score top 250 sites
Contextual Display
Key Insights & Recommendations
• Direct focus on achieving awareness through targeted email and display campaigns
that can be customised for different target markets i.e. trade or consumer.
• Particular attention on the travel environments, to ensure high awareness and
conversion rates.
• More attention on Rich Media creative that show results.
• Introduce social media activity : build a FB page or ads that people can share with
friends – Word of Mouth Marketing! Or share their graded experience.
• Integrate email with display – target trade to sign up and the consumer aware of star
grading.
• Contextual display can drive global awareness campaigns you can target international
travel and business sites using the Google Display Network on Travel Related sites.
Executive Summary – Key results (TGCSA)
Graded
Establishments
March 2011
5932
8% Growth
Approved New
Total Graded
Applications
Establishments
April-September 2011
April-September 2011
April- September 2011
496
482
6414
New Applications
What is working? ( Marketing / Comms related)
•
Increased traffic to new website, especially when supported with campaigns
•
Good progress in PR coverage and exposure
•
Sustainable campaign idea launched to the market and anecdotal feedback very
positive
•
Much has been achieved with limited budget
What is not working? ( Marketing / Comms related)
•
Need to improve campaign measurement, especially in digital channels
•
More focused media placement
•
Leverage of existing SA Tourism platforms
•
Created awareness, but now we need to build stronger reasons to grade
Top Issues (no more than 5) to correct in the next 6
months

Package and communicate benefit of grading

Digital delivery – Widget (product-owner permitting), improved search
campaign (TripAdvisor / Expedia), Mobile, on-line reputation management

Grading Council integrated into the callcentre, and better utilization of
outbound campaigns for acquisition

Sustain PR leverage with roadshow and media partnerships

Integrate into new Welcome / Etaya campaigns and Indaba
2012/13 – Key strategy for next fiscal arising from
Brand Review / Business Planning
•
Ensure that Grading Council is fully-integrated into SA Tourism marketing and
Comms plans
Thank You
116