Integration for your customer

journeys

Eye for Travel Workshop

Simon Bradley, Virgin Atlantic

Integration starts here….

Brand

Digital / Mobile

High

performing

website /

mobile

Social /

Reviews

CRM / Social

Digital

targeting

PR

CRM / Social

Data

Data

Data

Data

Data

Data

Data

Data

Upper Class Product

Launch 2012

Our 2012 opportunity!

― Launch 2 new clubhouses and new Upper

Class suite and service to the NY market

― Increase preference among NY business

travellers

― Drive revenue growth from the NY market

Our approach

PR

Digital /

Mobile /

Social

Print

CRM

PR

CRM

Social Media

Shhh…Secret Cocktail To continue the conversation around our Clubhouses, we

created a “secret” cocktail, using social media to notify

our loyal customers that we have an exclusive drink

We later broadened our reach, spreading the word by

opening up the conversation on Twitter and Instagram

Digital and Mobile

Print

Dynamic Logic Results

14

Results (Dec 2012)

― Upper Class familiarity - 19% up

― Brand commitment among NY biz travelers - 45% up

― Awareness of new products/services among target - 80%

― Upper Class $$$ ex-NY significantly up YOY

Simon.Bradley@fly.virgin.com

@bradleysimon40

Sandpiper Bay – Florida

Tuesday June 4th 2013

EyeforTravel’s Online Marketing Strategies for

Travel 2013

Keynote Session “Destroy the Silos –Make 2013 the Year of integration to Boost Efficiency and Effectiveness”

The pressure is on us…

“ T-Shaped Profile ”

“ VRM”

“ Big Data ”“ Data Scientist ”

“ Chief Technologist Officer ”

«Since we can not change the wind direction, we must know how to set the sails.»

CUSTOMER JOURNEY

OMNICHANNEL BEHAVIOUR

INFLUENCERS

“TOUCHPOINTS” MARKETING STRATEGY

MULTISCREEN ECOSYSTEM DEVELOPMENT

BRAND EXPERIENCE STRATEGY

“ This digital & Customer revolution is not about add ing Internet & CRM to the existing Marketing Mix, It is about transforming the whole co mpany for the age of digital and

Customer era ”

We defined a global roadmap to leverage the Customer and Digital Revolution through the company

1.2M AFFLUENT CUSTOMERS

A WORLDWDIDE VACATION BRAND FOR

60 OVER YEARS

14,000 EMPLOYEES FROM 100

NATIONALITIES

78 RESORTS IN 26 COUNTRIES IN THE

WORLD

From a multichannel distribution

to a “touchpoints” customer experience

Leverage digital & client

trends

in product development

Adapt our communication to

the digital era

Develop “customer lifetime value”through providing

high value relationship to our customers

1

2

3

4

The “Data” are more than ever our Marketing’s currency to succeed in this shift…

CUSTOMER JOURNEY

OMNICHANNEL BEHAVIOUR

INFLUENCERS

“TOUCHPOINTS” MARKETING STRATEGY

MULTISCREEN ECOSYSTEM DEVELOPMENT

BRAND EXPERIENCE STRATEGY

HYPER PERSONALIZATION DATA MANAGEMENT

…and the Data Platform is our bank…

EXPLOIT

COLLECT

ANALYZE

Fou

ndat

ions

CLUB MED DATA PYRAMID

…and 4 commitments to put “Data” at the heart of our decisions

ACTIONABLE KNOWLEDGE

“SPEAK THEIR LANGUAGE”

CORE OF THE MARKETING SKILLS

1

2

4

TEST & LEARN3

The new role of a Chief Marketing Officer

ANALYTICS30%

New KPIs I Data & Analytical Tools

IT30%

Agile IT I Innovation I Process

“POLITICIAN”10%

Client-Oriented Organization I Change Management I Lobbying

MARKETING30%

“4 P’s” I Digitalization I Internationalization I New talent

Highlights from the 2012 Accenture Interactive CMO Insights survey

Jerome HIQUETVice-President of Marketing

Club Med North America