 |
|
|
CTTC's U.K. office recently launched two exciting new partnerships with British Airways and Telegraph. British Airways is the largest carrier into California, and an established and trusted brand. Telegraph is also a respected brand that many U.K. consumers look to for information.
To help drive sales and reinforce a tactical message, CTTC developed a strategic partnership with British Airways for an exchange of media assets. A tagged version of "Work" (driving consumers to a new British Airways California landing page) was created and aired January 5 through February 2, while British Airways purchased $350,000 of co-branded California print and online advertising. This is the first step in a three-year strategic partnership that also includes trade and PR elements. So far, the online campaign alone has delivered 14.4 million impressions, 11,520 clicks and direct sales of 102 flights.
Using the insight that our U.K. target market ("cultural travelers") are heavy online users and need to discover information themselves, CTTC created an online partnership inviting consumers to discover California on their own. A microsite was built with 10 online advertorials looking at the hidden side of California, from neighborhood restaurants to literary walks. CTTC also produced a deep content map that allows users to create their own ideal itinerary of California. So far, the microsite, along with advertising and editorial, has garnered 45 million impressions. In the first month of the campaign, the site has attracted nearly 30,000 unique users, with over 5,000 competition entries.
|
|
|
Related Images
|
|
|
|
Brand advertising works
From December 26 (when "Work" began airing) to February 8, CTTC's U.K. office garnered some impressive Web stats:
- 97,400 total visits
- 391,300 page views
- 3:35 average time on site
- 4+ pages visited
- 82% new visits
- 82,728 unique visitors
Additionally, CTTC U.K. received over 7,000 requests for International Visitor's Guides - about 144 each day.
Click on the thumbnails to the left for full-size photos. Right-click, then choose "save picture as" to download. Contact Brooke Byrd at bbyrd@visitcalifornia.com for high-res images.
|
|
