Ho Tram media proposal

MGM Grand Ho TramMedia Overview 2012targe6ng affluent Chinese leisure travelers.

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Text

Michael Perhaes3 September 2012

• According to the World Travel Organiza4on, China is expected to become one of the most significant outbound tourism markets in the coming decade.

• Chinese tourists made 57.4 million outbound trips in 2010. More than 57 million are es4mated to have travelled abroad in 2011, spending over $55 billion.

• Traveling for leisure (85%) takes the lead in terms of key reasons for outbound travel, followed by business needs (37%) and visi4ng rela4ves (19%).

• Chinese tourists are looking for more quality and flexibility when making overseas trips

Growing Outbound Tourism Market in China

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* Source: China Outbound Travel Monitor from The Nielsen Company

Outbound Traveling Seasonality

Peak travel season: May and October -Due to extended national holiday in the first week of May and first week of October-Another travel peak is the year-end December period

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Age 25-‐50, Annual personal income >100,000 RMB, with overseas travel intension in next 12 months

Popula4on(2011)Beijing: 20,186,000 Average Annual Personal Income:32,900RMB (SGD 6,580)Shanghai: 23,019,000 Average Annual Personal Income:36,200RMB (SGD 7,240)

MEDIA Target Audience for China

-‐Age: 25-‐50

-‐Educa4on: college degree and above

-‐Annual personal Income: ＞100,000RMB (SGD 20,000)

-‐Travel inten4on: overseas travel in next 12 months

Total Popula6onBeijing & Shanghai

43,205,000

Affluent1,078,000(2.5%)

Source: CMMS H3 2011CMMS – China MarkeFng & Media Study

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25+ eliteAnnual personal Income:＞100,000RMB (SGD20,000)High educa4onal level

High income with high poten4al on consump4on for quality of life.

Well educated and most working at mul4-‐na4onal enterprises or, private business.

Average above 5 4mes oversee business travel each year.At least one oversee personal travel, care more about the hotel brand, loca4on, food and infrastructures.

Target audience lifestyle and behavioral insights

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Source: CMMS H3 2011

Likes to be considered fashionable

Prefers fashion over u4lity

Have knowledge of and posses luxury brands as Car4er, BV, IWC, TOD’s

Have a keen sense of adventure, interested in new products and services

Value quality experience

Keen to travel and explore different culture

Likes to travel independently at own 4me and agenda

Share experience of shopping and travel to friends and online

Target audience lifestyle and behavioral insights

6 Source: CMMS H3 2011

%Beijing Shanghai

%

• TV, Print, Outdoor and Internet have the highest poten4al reach against target group.


Target Audience Media Consump6on Habits

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“Average” Media Cost in CHINA

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Magazine Category Selec6on

Preference

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Review of In-‐Flight Magazine

Terminal in Changi Airport

Circulation Readership Cost per FPFC(CNY)

Cost per FPFC(S$) CPT (Ciculation) CPT

(Readership) Departure CityTotal No. of flights to Singapore per week

Wings Of China(In-Flight of China

Airline)T1 250,000 5,000,000 182,000 $36,400.00 $145.60 $7.28

Bei Jing 21Shen Zhen 4Qing Dao 1

Hang Zhou 3

Eastern Air Connections

(In-Flight of China Eastern Airline)

T3 200,000 4,000,000 129,600 $25,920.00 $129.60 $6.48 Shanghai 21

Xiamen Airline(In-Flight of Xiamen

Airline)T1 50,000 1,000,000 55,000 $11,000.00 $220.00 $11.00

Xia Men 6

Kun Ming 2Chong Qing 3

Fu Zhou 6China Southern

Airline

(In-Flight of China Southern Airline)

T1 320,000 4800,000 259,200 $51,840.00 $162.00 $10.80

Guang Zhou 14Da Lian 4

Xia Men 7

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Beijing Shanghai


Preference

Top10 Travel Magazines

Preference

Recommended Title:Trends Traveler for it’s credibility due to ‘endorsement’ / collabora4on with Na4onal Geographic Magazine and editorial content that should suit MGM Grand Ho Tram’s brand image. It is a very popular 4tle among the aspiring affluent travelers.

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Beijing Shanghai


Preference

Top10 Lifestyle Magazines

Preference

Recommended Title:Time Out, BUNDPIC and Modern Weekly for their editorial environment popularity amongst the emerging elite groups in both key ci4es. (The Wet Republic customer, perhaps?)

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Luxury Lifestyle Magazine

To reach the high-‐net worth individuals Robb Report Lifestyle is a good vehicle.

With editorial emphasis on high end products and indulgent experiences, Robb Report’s readers are includes real estate magnates who have great spending power and care to go the extra miles to enjoy the finest quality of life.

Robb Report is one of the most established luxury 4tles in China and has a large circula4on of 145,000 copies per month and 80% by direct delivery to subscribers

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TOP10 Na6onal Newspapers


Readership

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TOP10 Na6onal Newspapers


Nanfang Weekend ( No.1 in readership ranking)

A tabloid size weekly news paper base in Guangzhou.Publishing date: every Thursday,Focus on serious social topics, criFcize any social injusFce.Mainly distributed in southern ciFes, like Guangzhou, Shenzhen.

A tabloid size, daily newspaper published by Xinhua News Agency and People’s Daily – Government’s official news channel.Focus on domesFc and internaFonal poliFcal news.It is the only legiFmate newspaper can directly publish foreign newspaper reports and arFcles.

Examples of Na4onal Newspapers:

Can Kao Xiao Xi ( No.2 in readership ranking)

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TOP10 Local Newspapers

Beijing ShanghaiReach % Reach %

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TOP10 Local Newspapers

Beijing ShanghaiReach %

Reach %

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TOP10 TV Sta6on

Beijing Shanghai% %

Data Source: CMMS H3 201118

Beijing Shanghai% %

TOP10 OOH Format


Portal Media

•NetEase is recommended as the key cooperaFon

media. Because the travel channel of NetEase is on top of all portal media (however, may not allow 3rd party tracking)

Search Engine

•Baidu has the largest search engine market share in

China.

(Not included in this campaign as it’s already covered by ongoing campaigns)

Travel Media:

•Qunar is the most popular professional travel website.

(Ongoing campaign ends in June, media buy of this campaign will start from July)

Data Source：iUserTracker

TOP10 Websites

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THANK YOU

Michael [email protected]

+1 702 303 8013

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Ho Tram media proposal