London-Paris Leisure Tourism Campaign - London & Partners
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London-Paris Leisure Tourism Campaign
Why partner with Paris? It’s what our customers want London and Paris are the top two cities Americans want to visit (Google Consumer Insights); 7 out of 10 millennials express a desire to visit both destinations as part of one vacation (YouGov survey). Cost-effective With limited budget, partnering with another global city is a cost-effective route to market. Collaborating on reaching a common audience, rather than competing, helps to keep advertising costs down. Reputation Working in collaboration with London’s key competitor city in terms of tourism helps to reinforce the ‘open and welcoming’ message for both destinations.
Campaign Key Details Objective: Inspire consideration of visiting London and Paris as part of a single trip. Our core campaign partners: • ParisInfo • Eurostar • Marriott • United Airlines
Our Audience
Content themes that Attitudes and behaviours
appeal to Buzzseekers: that influence Buzzseekers’ travel
mindset: Buzzseekers …
Food and drink Buzzseekers
Trying local food and drink,
as well as gourmet/fine dining
Seek out unique experiences
Icons They seek adventure, customised, unique and “braggable”
Visiting iconic and famous places experience, are keen to make memories and to avoid typical
to tourist things.
Adventurous experiences
US Millennials Finding action and excitement,
Buzzseekers and willing to spend money on new Are seen as trendsetters
experiences They believe they’re seen as influential by their peers, they
take part in shareable experiences and look to their
Hidden gems friends for recommendations.
Discovering local
Key stats culture, unique experiences and
off-the-beaten-track activities Look for authenticity
USA millennials They have an interest in mingling with locals and being
Aged 18-34 Culture immersed in new cultures.
52% male | 48% female Learning about art and culture
First-timers City life and green spaces Enjoy some spoiling
(haven't visit London or Paris before) Exploring cities and city life but also the They like a bit of spoiling from time to time, but price is
great outdoors a major factor when choosing a holiday.
Earn $60k plus
Are sociable
Note, 33% have children
(we are not looking at specific family
Barriers They feel being sociable is important - they travel with at
least one other person.
content as per VB advice) inspiration “white noise”- too
many choices
Source: VisitBritain
Creative
To our audience, London and Paris are bucket-list
destinations – timeless cities that will always be there.
Our task is to create a sense of urgency.
We’re going to show what would happen if you wait too long to visit.
Through a series of warm, humorous scenarios filmed across London and Paris, by way of
the Eurostar, it will become clear that you are far better to jump in now than wait.
https://www.youtube.com/watch?v=t7jGBSxSzCc
Facebook ads examples
Activation
Activation Timeline
October November December January February March
Content messaging and partner retargeting
PAID MEDIA Various messaging incl. win a trip competition
(booking messaging)
Marriott, United, Eurostar landing pages live Full activity kicks in
PARTNERSHIPS
Wider partner toolkit distribution
Launch
Various consumer
news
stories + Press trips
story
EARNED
5 x top-tier influencer trips to London and Paris across the campaignHow you can benefit
Campaign customer journey
Inspirational US audiences search
US audiences engage
amongst campaign
campaign content with campaign creative US audiences
content for things to do
promoted in and website (which links book their holiday
and find your product on
the US to visitlondon.com)
visitlondon.comCampaign assets available for you
• Campaign video YouTube link
• Campaign logo
• Hero image and supporting images
• Suggested social posts and campaign hashtag
• 5 themed itineraries:
• hidden gems
• adventurous experiences
• iconic locations
• culture
• food & drink
All available for you to downloadGet involved • Use the campaign assets provided on your channels to benefit from alignment with this paid digital media campaign. • Link to www.londonandparis.com • Promote the competition to win a trip to London and Paris (Competition running until 31stDecember 2018). • Follow @LondonParisNow on social to retweet and share ‘Don’t Wait’ content on your social channels. • Download the toolkit
Thank you Liz@londonandpartners.com
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