wego axn b!g break(travel destination)
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AXN B!G BreaksExperience Travel with (advertiser)
Objectives:• Encourage fans and customers sign up • To increase branding awareness • Strive to be innovative enticing users about the benefits of participation • To increase bookings
Mechanics:• Integrated On-Air and Online promo on AXN and Wego • Dedicated microsite featuring advertiser’s exclusive travel contents• Run of site call-to-action message on AXN and Wego• Contest to entice participation and to drive booking • Social Media Engagement via Twitter, Facebook, Email
Duration:• 6 weeks (can extend further)
Idea
Travel Destination Solution• Travel Destination Dedicated Site
– AXN BiG Break/WEGO travel site– Dedicated, Sponsor-able, Integrated micro-site
• Integrated Media Support– On-air cross channels promotional teasers– Online display ad units – Creative Production Services / Contents Development
• Targeted Audience – AXN viewers region-wide– WEGO online travel community region-wide
Campaign StrategyDedicated Travel Destination Solution
Online Campaign StrategyDisplay ad across Wego’s Website
Sky scrape
r160
x600
Leaderboard 728x90
Sky
scra
per
160x
600
Estimated deliverables (6 wks)• Unique visitors: 182,000 (TBC)• Unique page views: 1,160,000 (TBC)
Leaderboard: 728x90
Estimated deliverables (6 wks)• Unique visitors: 151,370 (TBC)• Unique page views: 1,130,500 (TBC)
Online Campaign StrategyAXN & Animax’s Website
Dedicated travel microsite• In partnership with Wego.com
travel search engine• Sponsor’s branded micro-site• Exclusive travel contents
AXN BIG Break / WEGO Travel Site
Exclusivity / Branded Opportunities Micro-site branded with sponsor’s corporate
color, products or Services, (ie: A) Thematic travel contents / Destination
features / Hot spots / Event calendar (ie: B) Special features on partner’s services, &
sights and sounds of tourist attractions (ie: C) Sponsor’s or partners banner hyperlinks to
its own booking pages (ie: D) Special promotional deals available (ie: E)
A
DE
B
C
Campaign StrategyCommercial Production Creative Services
Promo teasers Promo can be created with
sponsor’s branding, product or services
Contest promo teaser creation
Appendix
SPE Network Channel
WEGO Credential
SPE Networks – Asia• A wholly owned Sony Pictures Entertainment (SPE) company and backed by Hollywood’s
leading movie studio (2012, Spiderman, Casino Royale, Da vinci Code, Charlie’s Angels).
• Based in Singapore, SPE Networks – Asia operates a portfolio of four ad-supported channels:
• Every month more than 55 million viewers watch SPE Networks – Asia channels with a combined reach of more than 131 million viewers in 2009. (Source: AGB NMR Taiwan /Malaysia, TNS Singapore/Philippines, TAM India, CSM Hong Kong)
• SPE Networks – Asia is regional ad sales representative for AETN All Asia Networks channels as well as Comcast’s E! Entertainment Television
• With a bouquet of nine linear channel brands in total, SPE Networks – Asia will be able to offer advertisers a whole host of creative broadcast solutions that can meet their varying needs, spread across the best of general entertainment and factual entertainment genres.
Asia’s # 1 English GE Channel
• THE AWARD WINNING channel
• MOST WATCHED international channel in East Asia
• Multiple award winner in the annual PROMAX/BDA global and Asia awards
• AXN’s Asia Television Award winning original production The Amazing Race Asia was nominated for 37th INTERNATIONAL EMMY AWARD
• Available in 86 MILLION HOMES IN ASIA
• Watched by 126 MILLION VIEWERS in 2009 Source: AGB NMR Taiwan/Malaysia, TNS Singapore/Philippines, TAM India, CSM Hong Kong
Award Winning Channel Associated with
Quality, Creativity & Excitement
Available in All Major Countries in Asia Feed 24 / 7 Timeblock
AXN Taiwan 5,936,251
AXN South Asia Bangladesh 550,000
India 25,000,000
Pakistan 5,847,974
AXN Korea 2,542,673
AXN East Asia Brunei 26,625
Cambodia 3,525
China * 143,469 40,000,000
Fiji 4,692
Hong Kong * 661,688
Indonesia 521,312
Macau * 9,828
Malaysia 2,954,551
Maldives 5,601
Mongolia 1,509
Palau 3,392
Papua New Guinea 2,860
Philippines ** 941,746
Singapore 385,856
Sri Lanka 78,538
Thailand * 381,383
Vietnam 279,945
Total 46,283,418 40,000,000
Grand Total 86,283,418
• A basic tier channel in subscriber packages of all top cable systems
• Seen in 86 million homes in 22 Asian countries
Data as of Jan 2010
* EA program feed, EA 2 commercial feed
** EA program feed, Philippines commercial feed
Top Rated Ad-supported Channel in Asia
2009 Prime Time 6pm-1am Audience (Rating in ‘000), Pay TV 4+Singapore, Malaysia, Philippines, Hong Kong, Taiwan & India (AB class in 6 metros)
Source: AGB NMR Taiwan / Malaysia, TNS Singapore / Philippines, CSM Hong Kong
Substantial Rating Growth in 2009
Average Audience (Rating in ‘000), Pay TV 4+Singapore, Malaysia, Philippines, Hong Kong, Taiwan & India (AB class in 6 metros)
Source: AGB NMR Malaysia / Taiwan, TNS Singapore / Philippines, CSM Hong Kong, TAM India
+67%
+62%
Deliver 3 Core Groups of Viewers
Asian Affluents Digital Entertainment Junkies Modern Females
• 18-34 years old• Aspiring, up-and-coming • Early adopters of technology
and gadgets• Gamers & web surfers • Vocal and opinionated, regular
outdoor exercise• Viewers of Amazing Race,
Numb3rs, Leverage
• New generation females• Independent & career focused• Open minded, active social life• Have a keen sense for quality
and premiumness • Frequent gyms and pubs, love
to travel and shop• Love CSI, The Amazing Race
Asia, Damages
• Professionals, senior managers and entrepreneurs
• Sophisticated, yet young at heart• Global in perspective• Discerning trendsetters, regular
travelers• High-end luxury & electronic
goods consumers • Loyal fans of House, CSI
Power of the SPENA Bouquet
Case Study: Animax and BEYOND Extend the Reach of AXN
Philippine + Hong Kong Weekly Cume Reach 000s
2,527
3,4964,035
4,4624,769
5,076
26/4~2/5 26/4~9/5 26/4~16/5 26/4~23/5 26/4~30/5 26/4~6/6
Source: CSM Hong Kong / Kantar Media Philippines
Although AXN is already the most watched channel in East Asia, exposure on other SPENA channels can further extend the reach of the audience
• Founded in 2005 by former executives from IHG, Yahoo! and ZUJI
• Over 150 travel providers have signed commercial agreements with us, including:– leading airlines and low-cost-carriers, such as
Emirates, KLM/Air France, Lufthansa, Qantas– Leading hotel chains such as IHG, Starwood,
Marriott, Accor, Carlson and Pan Pacific– Leading OTAs and aggregators such as
Expedia, Travelocity, Agoda, HotelClub and Priceline etc.
• Over 20 distribution agreements including major portals such as Yahoo!, MSN, eBay, News.com.au, Detik.com etc
News Digital Media, a division of News Corp,
is an investor.
Introduction
Distribution Channels
WEGO.COM IS DISTRIBUTED ACROSS OUR PARTNER NETWORK
Wego Traffic –Demographics/BehaviourHighly active Travellers with Disposable Income
34% are aged 25-34, 28% are aged 35-44
47% are male. 53% are female
30% earn over US$50k/yr. 21% earn over US$100K/yr
52% spend at least 15 hours online each week
“Shopping”, “Resorts”, “Family/Kids” and “Romance” top the list of recent vacation types, with each cited by >40% of respondents
“Western Europe”, “SE Asia” and “Australia” were the top planned destinations
48% now spend more time hunting for good deals than they did before the recession
Customised Package 6 weeks Campaign
Cash Investment : US$80,000Total Media Value : US$120,000
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