Travel-marathon "I want to Thailand!"

Transcript

1. Travel-marathon «I want to Thai!»
2. CONTENT KEY DATA ORGANIZERS & PARTNERS OBJECTIVES RESULTS ABOUT STAGES INSTRUMENTS PR&PROMOTION FINAL PRIZE DRAWING
3. KEY DATA PERIOD: September, 15 – December, 15, 2015 OFFICIAL WEBSITE: travelthailand.ru
4. ORGANIZERS & PARTNERS
5. OBJECTIVES
6. OBJECTIVES To draw attention to the holidays in Thailand
7. OBJECTIVES The new interactive form of talking about the new features of holidays in Thailand
8. OBJECTIVES Increase demand and sales of trips to Thailand
9. RESULTS
10. RESULTS 6.000.000+ PR COVERAGE* *audience (contacts) of publications, announcements, translations, broadcasts, interviews, social media, contests, partner’s and visitor’s online accounts, wherever where mentioned Travel-marathon
11. RESULTS 4.000+ PUBLICATIONS* *in social media communities and mass media
12. RESULTS 5.000+ FOLLOWERS* *project’s social media communities
13. RESULTS 22%* INCREASE OF THE NUMBER OF TRIPS TO THAILAND SOLD BY “А-PROFI TRAVEL” AGENCIES *for the period September-December 2015 compering with the same period 2016
14. ABOUT
15. ABOUT New exciting Internet project for travel agencies and travelers The combination of theory and practice in the Travel-marathon - a godsend of the project
16. ABOUT To feel the country is not enough just to know some information But you should try to do something, like you're already there!
17. ABOUT All the practical tasks people spread in social networks, thereby sharing their personal experience, plans, dreams, secrets, photos; supporting each other, communicating, asking questions.
18. ABOUT It created a full immersion in the culture and life of the country
19. STAGES
20. STAGES STEP 1:Sign up to get emails and study Thai PERIOD: September, 23 – November, 9, 2015
21. STAGES Professional program of email sending UniSender A series of educational messages about Thailand for tourists and travel agencies Each email was dedicated to a particular topic - climate, health resorts, hotels, cuisine, culture, traditions, holidays Practical tasks were attached to emails. They were not required to be done, but it could help to get extra points Number of subscribers: 50 000+
22. STAGES 1st letter When, who and why go to Thai? Weather and seasonality. Flight. Who would be interested in Thai?
23. STAGES 2nd letter How to choose a resort in Thailand? Resorts, beaches, how to get that interesting
24. STAGES 3rd letter How to choose the hotel in Thai? Features of Thai hotels, meals in hotels, service
25. STAGES 4th letter What to do in Thai? Tourist routs, attractions, leisure activities
26. STAGES 5th letter Cuisine and Thai wedding! Thai cuisine - dishes, cafes and restaurants. Wedding in Thailand
27. STAGES 6th letter How to have a safe and interesting holiday in Thailand? Festivals and events in Thailand. Safety on vacation
28. Additional practical exercises for participants of the Marathon Most Marathon’s participants did tasks in social networks: did repost with stories about their favorite resorts and hotels, dreamed of routes, prepared soup Tom Yam etc. Interesting tasks and repost virally attracted participants and fans to the project Also it helped participants to get additional points STAGES
29. 1st Additional practical task: to subscribe to official Marathon’s accounts in social networks and make reposts STAGES
30. 1st Additional practical task: to subscribe to official Marathon’s accounts in social networks and do reposts STAGES
31. 2nd Additional practical task: to choose the resort in Thailand and explain why is it suitable STAGES
32. 2nd Additional practical task: to choose the resort in Thailand and explain why is it suitable STAGES
33. 3rd Additional practical task: do repost of the publication in Marathon’s official account and mention the friends in it STAGES
34. 3rd Additional practical task: do repost of the publication in Marathon’s official account and mention the friends in it STAGES
35. 4th Additional practical task: to describe your ideal day in Thailand STAGES
36. 4th Additional practical task: to describe an ideal day in Thailand STAGES
37. 5th Additional practical task: to cook Thai soup Tom Yam and put its photos to the official Marathon’s accounts in social networks STAGES
38. 5th Additional practical task: to cook Thai soup Tom Yam and put its photos to the official Marathon’s accounts in social networks STAGES
39. STAGES 5th Additional practical task: to cook Thai soup Tom Yam and put its photos to the official Marathon’s accounts in social networks
40. 6th Additional practical task: to make a costume for celebrating Songkran 2016 and put its photos to the official Marathon’s accounts in social networks STAGES
41. STAGES 6th Additional practical task: to make a costume for celebrating Songkran 2016 and put its photos to the official Marathon’s accounts in social networks
42. STAGES 6th Additional practical task: to make a costume for celebrating Songkran 2016 and put its photos to the official Marathon’s accounts in social networks
43. STAGES STEP 2:Pass the test PERIOD: November, 10 – 20, 2015
44. STAGES Questions: 20 illustrated questions about Thailand with 4 answer variants Points: 5 points for each correct answer The maximum number of points for the test: 100 December 1, 2015 a list of Travel- marathon "I want to Thai!” participants was published at travelthailand.ru and project social media networks 20 finalists of the project, who get the maximum points were chosen
45. STAGES Additional special task: Quest-game Period: November, 19-22, 2015
46. STAGES Rules of participation in Additional special task: • subscribe to 14 accounts of Marathon’s partners in social media • find the picture and all fragments of key phrase • invite the friends The winner was defined by random-number generator
47. STAGES 2 Thai cosmetic sets by online- shop TAIBAZAR 3 certificates to spa by TAIRAI 5 luggage protect system kits by service KUPOL Prizes for winners of Additional special task
48. STAGES STEP 3:Win the prizes* PERIOD: December, 08, 2015 *Travel-marathon’s participants who got the maximum points (+ extra points for practical tasks) and were in the TOP-20, participated in a draw to define the winner
49. STAGES The voucher to the hotel DEWA Nai Yang Beach Phuket 5* for 2 persons for 1 week 3rd place
50. STAGES The voucher to the hotel SANTIBURI Beach Resort & SPA 5* for 2 persons to Samui for 1 week 2nd place
51. STAGES Super prize - the trip for two people to Thailand for 1 week for the THAI NEW YEAR - Songkran 2016 1st place
52. STAGES Thai cosmetics set Massage certificate Luggage protect system kit Prizes for TOP-20 finalists
53. INSTRUMENTS
54. INSTRUMENTS OFFICIAL SITE: travelthailand.ru The site has travel agencies, participants of the "Association of Professional Travel agencies A-Profi Travel" to accept applications and sell tours to Thailand The number of applications to Thailand in September 2015 was steadily growing
55. INSTRUMENTS SOCIAL MEDIA: official accounts https://www.facebook.com/events/401891743353517 https://vk.com/hochuvthailand @thai_marathon
56. INSTRUMENTS SOCIAL MEDIA: Facebook official account • 260 subscribers* with a total coverage of 3800 people • over 1000 responses ("likes", "share", "comment") • over 100 publications *period of activation: 3 months
57. INSTRUMENTS SOCIAL MEDIA: VK.com official account • about 4000 subscribers* with a total coverage of 16500 people • more than 9000 unique visitors • over 1000 responses ("like", "share", "comment") • about 1500 views per day • over 300 publications *period of activation: 3 months
58. INSTRUMENTS SOCIAL MEDIA: Instagram official account • 1000 followers* • more than 10K responses ("likes", "share", "comment") • over 200 publications • over 3M coverage • over 1000 photos with projects hashtags in Instagram *period of activation: 3 months
59. PR&PROMOTION
60. OFFICIAL PRESS-RELEASE PR&PROMOTION
61. SOME PUBLICATIONS IN MASS MEDIA PR&PROMOTION
62. http://travel.vesti.ru/article_14797 (over 1M visitors per day) PR&PROMOTION
63. PR&PROMOTION http://www.votpusk.ru/news.asp?msg=535988 (over 210K visitors per day)
64. PR&PROMOTION http://whatwhen.ru/event/social/trevelmarafon_hochu_v_taj (over 500K visitors per day)
65. PR&PROMOTION http://100dorog.ru/guide/news/6773229/ (over 250K visitors per day)
66. PR&PROMOTION http://www.skiexpo.ru/lenta/vse-novosti/industry/6/29-10-2001 (over 10K visitors per day)
67. PR&PROMOTION http://www.tury.ru/digest.php?id=65688 (over 50K visitors per day)
68. PR&PROMOTION http://www.2do2go.ru/msk/events/57041/trevel-marafon-hochu-v-tay (over 1M visitors per day)
69. SOCIAL MEDIA: publications in TOP-accounts PR&PROMOTION
70. SOCIAL MEDIA: Thai cosmetic set drawing in Instagram TOP-community @moscowmap (120K followers) PR&PROMOTION
71. SOCIAL MEDIA: advertising in TOP and topical communities PR&PROMOTION
72. PR&PROMOTION SOCIAL MEDIA: advertising in TOP and topical communities
73. SOCIAL MEDIA: targeting advertising PR&PROMOTION
74. SEO: context advertising in Yandex and Google PR&PROMOTION
75. FINAL PRIZE DRAWING
76. FINAL PRIZE DRAWING The final prize drawing among the TOP-20 Travel-marathon finalists took place December, 8, 2015, broadcasted online to the all participants of the project in YouTube on the official Marathon’s channel
77. FINAL PRIZE DRAWING The prize drawing was attended by: • Director of Tourism Authority of Thailand - Ms. Eumporn Jiragalwisul • PR-Executive of Tourism Authority of Thailand - Daria Kinel • Representatives of A-Profi Travel & A-Group Communications • Hotels’ representative - Alfia Gelmanova • TOP-20 Marathon’s finalists from Moscow and 1500+ Marathon’s participants were following the prize drawing and award ceremony by online broadcast
78. FINAL PRIZE DRAWING Director of Tourism Authority of Thailand Ms. Eumporn Jiragalwisul started the final prize drawing with the welcoming words
79. FINAL PRIZE DRAWING All Marathon’s participants who passed the test and got over 80 points were awarded by diplomas from TAT and A-Profi Travel
80. FINAL PRIZE DRAWING TOP-20 finalists got special prizes from the partners: Thai cosmetics, Thai massage certificates, etc.
81. FINAL PRIZE DRAWING Three participants were awarded: • The trip to Thailand for the Songkran 2016 celebration from Marathon’s partner AVIAKASSA • The voucher to the hotel SANTIBURI Beach Resort & SPA 5* for 2 persons to Samui for 1 week • The voucher to the hotel DEWA Nai Yang Beach Phuket 5* for 2 persons for 1 week
82. FINAL PRIZE DRAWING
83. FINAL PRIZE DRAWING
84. FINAL PRIZE DRAWING
85. FEEDBACK
86. FEEDBACK The Travel-marathon “I want a trip to Thai!” participants and the winners left only positive reviews of the project They were grateful for the new and very interesting event form, for fairness of knowledge assessment and prize drawing And they are waiting that project will be continued!
87. FEEDBACK «Thanks for the contest! Thank you for the new knowledge and information about Thailand, thank you for emotions!!!»
88. FEEDBACK «Thank you so much! I really liked it! The idea is very good, there were interesting and cognitive tasks. So, It was wonderful! I’m pleased to take part in similar competitions in future! It gives me a really good mood)))»
89. FEEDBACK «I’m very grateful to the organizers. During Marathon I felt only positive emotions. The tasks were interesting and various. You managed to create a homely atmosphere)) Information about the country was very interesting and helpful! The organizers quickly responded to participants' questions and did a titanic work, counting points on each profile of the participants in all social networks))) And there is no doubt in the fairness of the prize draw! I really want to take part in the next marathon organized by you!»