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Club Med Belux Social Media Campaign-
Ine @ Chamonix
22 April IAB NetCaf
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Impact of Social Media on world wide travel industry
Travel: most developed e-commerce sector and most impacted by
Word ofMouth
Trip advisor = 20M unique visitors /month
Nielsen study in 2007 shows :
4 out of 10 travellers are reading blogs, are sharing pictures
and/or are takingpart in virtual visits to learn about their
destinations
1 out of 4 answer or post comments on social networks
2/3 are watching movies or listening to podcasts before making a
travelreservation
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Some Trends
66% of travellers feel that User-Generated Content* is more
trustworthy thanthe information on professional sites
Impact of USG on the decision making process and on the
purchasing ofholidays
24% of travellers change opinions after having consulted UGC 51%
use UGC to fine-tune their selection
23% use USG so as to confirm their holiday choice
15% use USG to pick their final destination
User-Generated Content* represents a yearly spending of 10
billion dollars,amongst which are online reservations
* = sites the contents of which has been created entirely by
consumers (text, audio, video, etc.)
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In Belgium, its just the beginning
Internet has become THE forst information source when preparing
a holiday:
80% of clients consult Internet when preparing their
holidays
but only official informations at the moment
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So we decided to make a first try on Social Media
Objectives:
Establish a first dialogue with Belgian bloggers
Communicate Club Med USPs & values amongst surfers thanks to
real & neutralblogging experiences
Respecting our marketing objectives:
Position Club Med as an innovative & modern brand
Preinforce Club Meds online visibility
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Ine@Chamonix
Social Media action relayed on influential Belgian blogs
Concept:
A blogger sended to Club Med Chamonix in order to give a live
impartielfeedback on her stay
She tested everything possible (Ski, Spa, Restaurant, ) during 3
days
Means: Blog + Interactive banner (Twitter + Flickr)
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On Ines blog (www.monuments.nu)
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On Ines blog (www.monuments.nu)
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Relayed on belgian blogs via an interactive banner
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Relayed on belgian blogs via an interactive banner
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Bannering Results: Sunday 6th April Wednesday 9thApril
59 102 Impressions
277 clicks
0.47% CTR
17 629 contacts
3.4 impressions / contact
1.57 clicks / contact
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We had some additionnal surprises when blogs relayedthe action
in Belgium
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And even in other countries
France Brasil
Canada
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Cherry on the cake : Important national press
Le Soir 9th
April
De Morgen 11th April
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