TRUMP INTERNATIONAL HOTEL & TOWER CHICAGO

colorado

TRUMP INTERNATIONAL HOTEL & TOWER CHICAGO

TRUMP INTERNATIONAL HOTEL & TOWER CHICAGO


Year End Report

FY2011

July 2010 – June 2011

Cellet Travel Services Ltd

United Kingdom


UK & Ireland CTO Team @

Cellet Travel Services Ltd

• Duncan McCubbin – Director of Sales

• Laura Mason Byers – Press Officer

• Mike Ackland – Account Director

• Yolanda Fletcher – Marketing Director

• Jacquelyn Davies – Marketing Executive


Key Projects

Trade Activity

• Social Media Campaign Management

• Tour Operator Campaigns

• Consumer Promotions

• CTO Governors Conference

• Trade Fam Trips

• Trade & Consumer Shows

• UK Sales Mission

• Visit USA Association UK & Ireland

• Travel Uni Online Training Programme

• Fulfilment

• Trade Sales Calls

• Educational Training

• UK Website Statistics

Public Relations

• Press Releases

• Press Coverage & Results

• Press Trips

• Consumer & Media Newsletters

• Journalist Events


Public Relations

Activities and Results


Press Releases Issued

July, 2010 – June, 2011

Researched, written and distributed

by Cellet

25


TravMedia Media Marketplace

• Cellet regularly participates at

TravMedia Media Marketplace

events in London which are

attended by over 300 key UK

travel journalists and travel PR

representatives

• Cellet attended 6 events in

September, October December,

January, March, May and June.

• Cellet utilises the events to

network with new contacts and

current contacts to source new

opportunities for Colorado

Tourism Office


British Guild of Travel Writers

Media Events

British Guild of Travel Writers is

the largest membership

Association of Travel Writers in

the UK

Over 300 travel journalists and

industry professionals attend

each event

Dates: July, November 2010

Laura Mason Byers, CTO Press

Officer attended on behalf of

Colorado to discuss forthcoming

media opportunities and

network discuss story ideas


Group Press Trip

Participants: Cellet co-ordinated a press trip from 14 - 22 Jan,

2011

Theme: Ski and Outdoor Adventure

Areas: Denver, Telluride and Crested Butte.

Airline: British Airways sponsored business lounge passes

Escorts: Laura Mason-Byers and Jennifer Bartlett- Alpert

Participants:

• Daily Mirror national newspaper, circ. 1,213,323, readership

3,033,308

• Scotland on Sunday national newspaper, circ. 50,000,

readership 1,250,000

• Daily Express national newspaper, circ. 659,650, readership

1,649,125

• Trinity Mirror regional publishers, combined circ. approx.

800,000, readership 2,000,000

• Candis national women’s magazine, circ. 253,000 -

readership 632,500.


Group Press Trip


Group Press Trip Results

Theme: Ski and winter fun in

Colorado

Publication: Sunday Mercury

Journalist: Daniel Smith

Circulation: 49,535

Readership: 123,838

Total PR Value: $28,200.96

Further coverage as a result of

Daniel’s trip is scheduled for

future titles within the Trinity

Mirror publications group


“Piste & Quiet” - cont.


Group Press Trip Results

Theme: Ski and winter fun in Colorado

Publication: Scotland on Sunday &

Scotsman.com

Journalist: Phil Johnson

Print

Circulation: 56,466

Readership: 188,000

Print PR Value: $110,151

Online

Unique Users: 1,778,473

PR Value: $7,680

Total PR Value: $117,831


Scotland on Sunday - cont


Individual Media FAMs FY

2010/2011

Cellet has organised 7 individual press trips:

Daybreak

Whitelines

Wanderlust

BBC Lonely Planet

Business Traveller/

Trinity Mirror Group

The Independent

The Times


Individual Media FAMS

2010/2011

ITV Daybreak Breakfast TV programme

21, 24 & 27 December, 2010

PR value: $960,000

Total audience 2,212,000

Theme: “Christmas in Aspen”

Cellet coordinated a filming schedule with Daybreak’s

UK and US producers based teams to create

broadcast piece in Colorado, showcasing Aspen,

hosted by one of ITV’s senior anchors


Individual Press Trip Results

FREE National TV Feature

‘ITV Daybreak Program’

Presenter: Ross King, Celebrity

Reporter/Anchor

Total Air Time

Teasers: 2 features

Dedicated Feature: 3mins 41 seconds

Total PR Value (est.) $960,000

Total audience figures: 2,212,000

www.itv.com/daybreak/lifestyle/travel/

christmasinaspen


Broadcast Results

Supporting Web Features


Individual Media FAMS

2010/2011

Whitelines Snowboard magazine

23 February - March 5, 2011

Online PR Value to date: $627,000

Full article due during 2011/2012 ski season

Circulation: 23,000

Readership: 57,500

Theme: “Hidden Gems”

Cellet secured feature space for an article on Telluride,

Silverton and Telluride. Coordinated the itinerary with

US partners


Individual Press Trip Results


Individual Press Trip Results


Individual Media FAMS FY

2010/2011

BBC Lonely Planet magazine

2 - 4 April, 2011

PR Value: $74,250

Circulation: 45,052

Readership: 112,630

Theme: “Step-by-step trip to south west USA”

Cellet liaised with the US partners to create an itinerary

for a destination piece for a visit to Denver, Colorado

Springs, Ouray, Durango


Individual Press Trip Results


Individual Press Trip Results


Individual Media FAMS

2010/2011

The Times

26 - 30 April, 2011

EXPECTED PR Value: TBC

Full article due summer/autumn 2011

Circulation: 504,038

Readership: 1,260,095

Theme: “Open Road” book content - which has been made

into a movie

Cellet secured the feature in The Times and coordinated an

visit to Denver and Central City with US partners


Individual Media FAMS FY

2010/2011

Business Traveller and Trinity Mirror Group

10 -21 May, 2011

EXPECTED PR Value: TBC

Article due autumn/winter 2011

Combined Circulation: 250,237

Combined Readership: 625,593

Theme: “Step-by-step trip to south west USA”

Cellet secured the feature space and coordinate the Press

Trip to Denver, Grand Junction, Crawford, Silverton,

Durango, Telluride


Individual Media FAMS FY

2010/2011

The Independent

11 -21 June, 2011

EXPECTED PR Value: TBC

Article due spring 2012

Circulation: 185,438

Readership: 463,595

Theme: “Colorado destination piece/Hiking and general

leisure”

Cellet secured the feature and coordinated a visit to Denver,

Rocky Mountain National Park and Vail


Individual Media FAMS FY

2010/2011

Wanderlust magazine

5 – 12 July, 2011

EXPECTED PR Value: $97,440

Full article due end 2011/early 2012

Circulation: 37,800

Readership: 94,500

Theme: “Revisit of Isabella Bird’s footsteps in modern day

Colorado”

Cellet secured the feature and coordinated a press visit to

Denver, Estes Park, Georgetown, Manitou Springs


Press Coverage Highlights


Press Coverage Highlights


Press Coverage Highlights


Annual Summary

Colorado Press Coverage

July 2010 – June 2011

Total PR Value: $3,386,002

Cellet Assisted Articles:

$4,142,762.82

(+34.83% on FY09/10)

Total Circulation: 40,582,050

Total number of Features: 213


Consumer and Media

E-Newsletters


Colorado E-Newsletters

September, 2010

Theme: Winter Activity

Top News

Ski deals

Ski Resort developments

Distributed to 13,637

targeted consumers and

media contacts


February 2011

Colorado E-Newsletters

Theme: Spring into Colorado

Top News

Ski deals

Spring for non-skiers

Dates for the Diary

Distributed to 19,853 targeted

consumers and media contacts


May, 2011

Colorado E-Newsletters

Theme: Summer in Colorado

Top News

Peddle Power

Diary Dates

Distributed to 18,775 targeted

consumers and media contacts


Regular Monthly E-newsletters, UK & Ireland

Generating PR Value of $26,346.65


Social Media Activity


UK Social Media Activity

Cellet pro-actively “seeds” Colorado

information onto social media platforms

Including:

• Facebook - Dedicated UK Colorado

page created and managed by

Cellet

• Twitter - followers include National

Media, Freelance Journalists,

Television Presenters, British Guild of

Travel Writers Members

• Travel Uni Hive – Update Colorado

Information on the new social

networking area within existing online

training program

• Cellet Website – Post blogs covering

Colorado’s participation at trade

shows and events in UK


Blogs and Updates


Fulfilment


Trade and Consumer

Fulfilment

Distribution of collateral continues to travel trade and consumers

KEY:

No of packs sent

Colorado Fulfilment Stats 2010/2011

450

400

350

300

250

200

150

100

50

0

Jul-

10

Jul-

10

Aug-

10

Aug-

10

Sep-

10

Sep-

10

Packs (Colorado.com requests) 19 14 8 11 7 2 22 15 11 5 27 2

Trade packs (phone requests) 100 0 0 10 25 5 0 1 60 50 1 11

Consumer packs (phone

requests)

29 5 6 3 2 4 15 411 9 5 8 0

Oct-

10

Oct-

10

BLUE – Consumer calls RED – Trade Packs YELLOW – Website requests

Nov-

10

Nov-

10

Dec-

10

Dec-

10

Jan-

11

Jan-

11

Feb-

11

Feb-

11

Mar-

11

Mar-

11

Apr-

11

Apr-

11

May-

11

May-

11

Jun-

11

Jun-

11


Travel Uni Training Program


No of registrations

Travel Uni Colorado

Online Training Program

www.letstalkcolorado.com

520

500

480

460

440

420

Let's Talk Colorado Registration Figures 10/11

Jul-

10

Jul-

10

Aug-

10

Aug-

10

Sep-

10

Sep-

10

Oct-

10

Oct-

10

Nov-

10

Nov-

10

Dec-

10

Dec-

10

Registrations have increased by 9.93% since July 201

Jan-

11

Jan-

11

Feb-

11

Feb-

11

Mar-

11

Mar-

11

Apr-

11

Apr-

11

May-

11

May-

11

Series1 453 453 456 468 471 476 477 478 488 492 498 498

Jun-

11

Jun-

11


Travel Uni Colorado

Online Training Program

www.letstalkcolorado.com

Cellet publishes Colorado incentives to Selling Long Haul & Travel Uni,

monthly to stimulate additional registrations

Total PR coverage: $18,804.77


Tour Operator Campaigns


Tour Operator Campaign Results

eBookers UK & Ireland

• Consumer Promotion - online & offline - 1 Month Campaign

Dates: 15 Dec 2010 – 15 Jan 2011 (Completed)

• Target consumers in research & booking stages

• Colorado landing page - featuring hotels, flights & car hire

• Destination search-targeted top leaderboards 50,000 impressions

• ROS Skyscrapers 198,214 impressions


Results

UK

• Room Nights Increased Dec 09 – Dec 2010 +136%

• Room Nights Increases Jan 10 – Jan 2011 +158%

Ireland

• Room Nights Increased Jan 09 – Jan 2010 +75%


Tour Operator Campaign Results

Ski Independence – Online Consumer Campaign

Dates: October 2010 through February 2011 (Completed)

Components

� Colorado Banner adverts on Metrosnow.co.uk and J2ski.com

� Banner Adverts on Ski Independence website

� Full page Colorado Destination Feature with 3 Holiday Offers

- Changed Monthly

� Email blast to metrosnow database of 64,000 consumers

(early Jan)

Pre Campaign set targets = 80,000 impressions

Impressions Generated 150,000


Tour Operator Campaign Results

CTO Banner Advert Metrosnow & J2ski.com


Results

• J2ski.com – generated 55,000 impressions

• Metrosnow.co.uk placement, joint banner advert created

33,000 impressions

• Average consumer spend increased by 30% to £2,210

per person ($3,602 per person)

• Vail and Aspen top performing destinations

• Bookings to Colorado remained steady compared to

other US destinations which reported decreases


Bon Voyage

Tour Operator Campaign Results

Online Consumer Promotion

Dates: October 2010 – June 2011

(finishes 30June 2011)

Components:

• Pay Per Click campaign

• Expanded Colorado product on

Bon Voyage website

• Colorado Destination of the

Month on Go America.co.uk

website (May 2011)


Tour Operator Campaign Results

Colorado Coverage on Bon

Voyage website


Ski Safari

Tour Operator Campaign Results

Consumer Promotion online & offline

- 1 Month Campaign

Dates: Dec ‘10 & Jan ‘11

(completed)

Components:

• Enewsletter inclusion

distribution 80,000

• Banner and MPU adverts on

metro.co.uk - Target 35,000

impressions

• Dedicated Colorado landing

page - featuring hotels, air fares

and car hire


Tour Operator Campaign Results

Premier Holidays – UK & Ireland -

Trade & Consumer Promotion

Dates: Feb 2011 (completed)

Duration: 1 Month

Components:

• Monthly Newsletter inclusion

20,000 targeted consumers

• Featured destination in weekly

newsletter to 5,000 travel agents

• Holiday offer advertised on Trade

& Consumer websites

• Created A2 full color window

posters – Sited in 25 Travel

Agents’ Windows


Results

• Dedicated Colorado Page and

Holiday Offer on Premier

Holidays website

• Colorado Sales for 2011

Increased by +200% over

2010


Tour Operator Campaign Results

Tui Ski – UK & Ireland – Online

Consumer Promotion

Dates: Feb thru Mar 2011 (completed)

Duration: 1 Month

Components:

• Homepage destination features on

selected TUI websites for a month

• TUI website generates over 40% of

total bookings -

www.thomsonski.co.uk

• E-mail Blast to 50,000 consumers –

December 2010


Results

• Destination Feature Generated 4,800 clicks

• Email distributed to 61,338

• Open rate 21%

• Click through 6%

Colorado passengers +10% - Winter 10/11 vs Winter 09/10

1547 Passengers to Colorado Winter 10/11

Destinations:

50% visit Breckenridge

20% visit Winter Park

30% split between

Steamboat, Aspen and Vail

Copper and Beaver Creek


Tour Operator Campaign Results

Expedia UK – Consumer Promotion

Dates: June 2011 (Results to follow)

Duration: 3 weeks

Components:

992 x 265 Banner Advert – Colorado Holiday Offer

“Target Tab”: Flight & Hotel Launch Page

Results - Ad requests – 50,000

Skyscraper Advert– 160 x 600

“Target Tab”: Package Search Results

Results: Ad requests – 110,571

Rectangle: 300 x 250 Medium Rectangle (Geo Targeted)

“Tab & Geo Target”: Hotel Search Results – Ad requests

Results - Ad requests – 120,000


Colorado Landing Page


Tour Operator Campaign Results

Purely America / Purely Colorado Consumer Promotion

Dates: Jun 2011 (results to follow)

Components:

• Tailored dedicated Colorado e-newsletter

• e-mail blast to our mailing list of 15,000 past customers

• Targeted to active USA bookers


Governors Conference


Governors Conference

29 September 2010 – 01 October 2010 – Snowmass Village

Mike Ackland and Duncan McCubbin attended the Governors

Conference. IPC Committee approved the UK Sales and

Marketing Activity Plan for 2010 / 2011.

Presented a UK Market Update at the International Market

Snapshot breakout session

Duncan participated in a pre-conference Fam Tour for International

Reps to Gunnison, Crested Butte & Kebler Pass. And a postconference

mini fam to Loveland, Estes Park, Steamboat Springs,

Rocky Mountain National Park and Walden

International Reps at Kebler Pass


Visit USA Association

UK & Ireland


Visit USA Association Media

Marketplace 5th July 2010

The annual Media Marketplace is

attended by 100 Journalists who

regularly publish USA stories

Cellet “manned” the Colorado booth –

held mini meetings and distributed 50

press packs to key journalists


Visit USA Association

Colorado participated in VUSA

Travel Agent workshop

in Dublin 01 October 2010

Ireland

Attendance: 39 key Irish agents were

trained on a ‘one to one’ basis

Distributed: 52 CTO brochures, maps

and key selling points sheets.

Cellet generated additional brand

awareness for CTO by offering a ‘CTO

Branded Goodie Bag’ for the prize

draw

Database obtained for additional

follow up


Visit USA

Association UK

Travel Agent Roadshow

29 November - 01 December 2010

• Cellet co-ordinated and participated on behalf of

Colorado

• Cities visited Brighton, Norwich and Newcastle

• Attendance – 191 Travel Agents

• Brochures Distributed – 120

• Cellet created a Colorado over-branded invitation

which was sent to our own database of 1,500 USA

Specialist Travel Agents


VUSA Travel Agent Roadshow

29 November - 01 December 2010

Duncan McCubbin

represented CTO


UK Trade Fam Trip


UK Trade FAM Results

04 October 2010 – 11 October 2010

Colorado Tourism Office hosted 5 Key UK Tour Operators on an

exclusive trip to experience the diverse range of scenery and

activities of Colorado

Duncan McCubbin of Cellet and Jennifer Bartlett-Alpert, CTO In-

State International Coordinator escorted the group

The tour included Denver, Colorado Springs, Gunnison, Crested

Butte, Crawford, Silverton, Durango, Mesa Verde National Park,

Ouray, Gateway Canyon, Grand Junction, Vail, Silverthorne and

Red Rocks Amphitheatre.

Cellet negotiated a special rate for 5 return flights to Colorado

which generated a saving of $1,300 for CTO


UK Trade FAM Results

Douglas Glen – Glen Travel

Robert Thompson – North America Travel Service

Jonathan Ditte – Jetset Holidays

Elaine Muggleton – Page & Moy / Travelsphere

Angie Merrick – Experience Holidays


UK Trade FAM Results

Cellet created and sent a detailed

post fam trip questionnaire to all

participants

Generated a satisfaction Result

of 4.5 out of 5

“One of the best fam trips I have been on. A great balance of site

inspections, site seeing and thrilling activities. The fam has given

me the chance to sell and promote Colorado as there is so much to

see and do, I will be updating our website with more information.”

Douglas Glen, Managing Director, Glen Travel


• Experience Holidays included

Colorado within 8 weeks of

returning from the fam

• Destination feature on Mesa

Verde National Park

• Cellet supplied images and

assisted with copy for newsletter

• Distributed December 2010

• Distributed to 2,500 consumers

Direct Results from

UK Trade FAM


Direct Results from

Cellet worked with Jetset on a specific

Colorado Tour which was initially

promoted via their 250 top producing

Independent Travel Agents. Launched

at a Midlands Agents lunch in

Birmingham.

The tour and will now be rolled out

across their agent database

UK Trade FAM


Trade Sales Calls &

Educational Training


Trade Sales Calls

Developed a detailed sales call target list in July 2010 to increase

product placement, create promotions & develop niche itineraries

Cellet has carried out ‘one to one’ trade sales calls with

leading UK & Irish tour operators, airlines and industry

contacts

Contract Target: 30 FY11

Cellet has achieved: 89

120% increase on contract target


Educational Training

Cellet has carried out destination training with all tour

operators participating in coop campaigns for Colorado

- Bon Voyage

- Ski Safari

- American Holidays, Ireland

- North America Travel Service

Contract Target: 20 offices within the UK FY11

Training included the VUSA Association Agent Roadshows

•Total 218

•Travel Agent/Tour Operators: 62


Trade and Consumer Shows


To maximise Colorado’s participation, Cellet carried out Pre-Pow

Wow coordination and participated in all UK Tour Operator

Meetings at the show

Highlights:

Pow Wow 21 – 25 May 2011

• Cellet hosted 30 meetings - 19 with key UK Tour Operators

• UK & Ireland meetings were up 20% over 2010

• Cellet attended the Colorado caucus meeting; a great opportunity

to network with Colorado delegates and receive Colorado updates

• Titan Tours – NEW exclusive Colorado Only Tour for 2011 –

2012. - Potential 700 Room Nights

• Grand America Adventures launching a 12 Day Colorado only

tour Sept / October 2011 - Potential 1100 Room Nights

• Complete North America developing a 14 night Fly Drive tour to

Colorado including Adventure Activities - launch autumn 2011


Trade Shows

World Travel Market

8-11 November, 2010

• 65 Pre-scheduled

appointments with leading UK

Tour Operators and Media

(up 25% on 2009)

• Show Attendance figures: 47,719

• Cellet Team member attended

Visit USA Association Briefing

• Created On Booth Travel Agent

Competition


On Booth Competition

Main Prize - Ski or snowboard

lesson for two winners

Runners Up – 5 Goody bags

filled with outdoor essentials

Data Capture: 60

Trade Shows

World Travel Market

November 08-11 2010


Michael Driver giving an

interview with Eurosport

Trade Shows

World Travel Market

November 08-11 2010

Michael Driver met Barbara Stephenson,

Deputy Chief of Mission US Embassy


Trade Shows

World Travel Market

November 08-11 2010

• Complete North America to add new Colorado only Self drive

tour, Cellet supplied copy for 7,10 and 14 night option

• American Holidays, Ireland to introduce extra Self- Drive tour

in Colorado, Cellet supplied copy

• In the Saddle to review Colorado Ranch options with view to

expanding

• Brightwater Holidays introducing a Colorado Garden Tour.

• Barrhead Travel supplied with Colorado tours for future use

• Cellet supplied images to 30 Operators


Trade Shows

World Travel Market

November 08-11 2010

Total PR Value: $2,935.20


Consumer Shows

Freeze Festival Event 28 – 31 October 2010

• Colorado Tourism co-sponsored booth with Colorado Ski Country

• Total Attendance – 30,547

• On booth competition created on 440 Consumer contacts which have been

added to the Colorado database

• 400 Colorado Brochures distributed

• Cellet promoted Colorado attendance at show via Twiiter and Facebook with

teasers


Objectives

• Increase brand awareness of Colorado during the 4 day

event at Earls Court, London

• Distribute destination information; vacation planners,

guides, maps and flyers etc to potential customers

• Supply Consumers with UK contact for further information

• Carry out Consumer Research Campaign and data

capture opportunity


Results

• 36,792 Consumers attended

• 400 Colorado Brochures distributed

• 235 completed questionnaires will be added to the

Colorado database

• Recommend Colorado participate in 2012

• Coverage on Cellet website, Facebook and Twitter


Trade Email Invite

Branded invitation sent to our database of 1500

USA Specialist Travel Agents


Event Photos


Trade Show - Go West

07 – 10 February 2011

Go West, Boise, Idaho

Duncan McCubbin of Cellet attended the show and carried out the

pre-scheduled meetings with Colorado suppliers and UK Tour

Operators.

Objectives of the meetings:

• Provide update on Colorado promotional activity in the UK

• Update on UK market trends

• Network with Colorado Partners


Meetings Carried Out with:

• Tracks and Trails

• Sky Ute Casino

• Wine Country Inn, Palisade

• Detours

• Durango Area Tourism Office

• Visit Denver

• Grand Junction Visitor & Convention Bureau

• Rio Grande Scenic Railroad

• Gunnison Crested Butte Tourism Association

• Fort Collins Convention and Visitors Bureau

• Durango & Silverton Narrow Gauge Railroad & Museum

• Red Lion Denver Southeast Hotel

• Cherry Creek Shopping Center

• Hotel VQ at Mile High

• Rocky Mountain Holiday Tours

• Colorado Springs

• Cheyenne Mountain Resort, Colorado Springs

• Zapata Ranch

• Mesa Verde National Park

• North American Highways

• Virgin Holidays

• Travelsphere / Page and Moy

• NAR Selling Long Haul


Bon Voyage

VIP Event

24 February 2011


Event Overview

• Opportunity: To showcase Colorado to consumers at the Bon

Voyage Consumer Event

• Approach: Created a Colorado promotional booth to provide

maximum exposure. Use brochures, posters and

digital photos to create attractive long lasting

impressions of the beauty of Colorado

• Results: Attendance: 400

Brochures Distributed: 100

The event was attended by open minded,

experienced travellers who were receptive to

information on the destination. Many attendees were

serious about 2012 bookings.


UK Sales Mission


Colorado Delegation:

UK Sales Mission

13 – 18 March 2011

• Michael Driver – CTO

• Jayne Buck – Visit Denver

• Floy Kennedy – Colorado Springs at Pikes Peak

Cellet Travel Services Escorts:

• Duncan McCubbin – Director of Sales

• Yolanda Fletcher – Marketing Director

• Mike Ackland – Commercial Director

• Laura Mason–Byers – PR Officer


Highlights

Cellet Coordinated and organised the Trade Sales Mission,

to UK

Highlights included:

16 x Trade Meetings

4 x Drop–in Calls to Operators / Agents to update

2 x Trainings - Barrhead Travel

Escape Holidays (Co – Op Travel)

2 x Functions – London & Manchester

2 x Media Appointments


Drop In Calls / Training Sessions

Drop in calls

• Kuoni Travel Shop, Manchester

Victoria Fenton, Office Manager –

Training with 5 long haul experts

• North America Travel Service,

Manchester - Update with 4 staff

• Trailfinders – Manchester

Introduction to 50 staff – full training to be

undertaken

• North America Travel Service, Edinburgh

Updated 3 staff

Trainings

• Escape Holidays (Co-Op Travel)

54 Staff trained

• Barrhead Travel

18 Staff Trained


Trade Meetings

• Titan Tours – Joanna Thomas, Marketing Exec – North America

Emma Jordan, Product & Operations Executive

• USAirtours – Linda Dixey, Product Manager

• Wexas – Justine Egan, Product Manager – Americas & The Caribbean

• Travel2 – Nigel Fell, Marketing Manager

• STA Travel – Paul Celaschi, Contracting Manager.

• Expedia – Vicki Wickens, Head of Media Solutions – UK & Northern

Europe

• Lastminute.com – Scott Humble, Supply Sales Director

Nick Blake, Worldwide Product Manager

• Cosmos Holidays – David Binns, Head of Product

Amy Shine, Product & Commercial Manager, North America

• TUI Student Travel – Duncan Wilding, North America Manager

Tom Wilson, Marketing Manager

• Eagle Golf – Neil Cutler, Managing Director

• Neilson Adventure – Andy Hemmingway, Purchasing Manager

• Escape Holidays

(Co-op Travel) – Elise Lewis, Product Development Manager

• First Class Holidays – Sharon Mason, Managing Director

• North America Travel Service – Ruby Briggs, Managing Director

• Barrhead Travel – Carline Donaldson, Longhaul Development Manager

• Ski Independence – Nick Laver, Product Manager, North America and Japan


Consumer Campaigns


Consumer Campaign Results

Online Campaign with leading UK National Retailer

Target

• Primary Audience ABC1, Families, empty nester, younger couples

• Increase Colorado Tourism Office Database

• Dedicated Colorado call to action provided by Bon Voyage

Components

Email Newsletter distributed to 2.5 Million targeted consumers

Card Statement Flyer distribution 1 Million targeted consumers

Online Competition

All communication linked to a competition page set up on Next website with an

opt-in to receive further information from Colorado.

Social Media

In addition to the Flyers, email and Online, Cellet actively promoted the Next

campaign via Facebook and Twitter, with a teaser for the Next Promotion.


Next Campaign.. cont

Statement Flyers distribution

Colorado competition via statement flyers

to 1 million customers.

E-mail

Promotion contained in an e-newsletter to

2.5 million customers.

Results for Competition

6,100 customers entered the competition.

OPT IN Figures

1,347 consumers opted-in to receive

further information from Colorado

Cellet has updated CTO database with

contacts for future mailings


Results Consumer Campaigns

CTO Coverage on Next statement inserts

& coverage on Next website


Consumer Campaign Results

Nokia Campaign

Coordinated a National Campaign with Nokia Phones

Highlights:

• Mailing to 1.1 million consumers

• Tout/banners on nokia.co.uk

107,000 weekly visits

• Tout/banners on nokia music store

100,000 weekly visits

• UK Nokia Facebook page: 15,000 fans

• Data collection via opt-in entrants

to receive Colorado news

• Secured additional exposure on Student

university websites –Dec 2009


Highlights:

• Mailing to 1.1M Consumers

• Tout/banners on nokia.co.uk –

107,000 weekly visits

• Tout/banners on nokia music store:

100,000 weekly visits

• UK Nokia Facebook page: 15,000 fans

• Data collection via opt-in entrants to

receive Colorado news

Results:

Consumer Campaign Results

Competition Entries: 4,621

Opt in for Database: 253


Consumer Campaigns

Association of Train Operating Companies (ATOC)

Campaign

Cellet Coordinated with Touchdown on the ATOC campaign

Launched: 14 December 2010

Completion: 14 February 2011

Distributed to 3 targeted demographics, families, young persons and

senior citizens

Components

• Mailing to 2.5 Million consumers in December 2010, second mailing

in January 2011 – TOTAL distribution 5 Million

• Holiday offer and call to action alongside the competition – Bon Voyage

• Opt-in entrants to receive Colorado newsletters – results to be advised


Consumer Campaigns

Homepage CTO

coverage

CTO Competition coverage


Highlights:

• Mailing to 2.5M consumers in December 2010

with a second mailing in January 2011

• Website promotion to run for 2 months over

3 different ATOC channels

• Holiday offer and call to action alongside the

competition

• Data collection via opt-in entrants to receive

Colorado news

Results:

Consumer Campaign Results

23,942 entered the competition

7,790 opted in to receive further

information on Colorado

16-25 Railcard

Family and Friends

Railcard

Senior Railcard

Total

Competition

Entries

3,606

3,645

16,691

23,942

Opt ins

1,116

1,162

5,512

7,790


UK Website


Visitors

1,600

1,400

1,200

1,000

800

600

400

200

0

UK Website Traffic

July

August

Colorado.com Visitor Numbers

September

October

November

December

January

Month

February

March

April

May

June

CTO Official Website

Visitors (UK Version of

Colorado.com)

Website Visits from UK


Cellet Travel Services Limited

47 High Street

Henley in Arden

Warwickshire

B95 5AA United Kingdom

Tel: +44 (0) 8456 020 574

Fax: +44 (0) 1564 795 333

www.cellet.co.uk

info@cellet.co.uk

More magazines by this user
Similar magazines