Presentation by Brad Fay, Keller Fay, and Graeme Hutton, Universal McCann at the 2010 WOMMA Summit.

1. Amplifying TravelWord Of Mouth Brad Fay, Keller Fay Graeme Hutton, UM November 2010

2. In The Beginning UM has developed a number of successful WOM strategies and models in consumer high interest areas such as technology, electronics and auto Question How far can we apply these findings in sectors where word of mouth should be higher? Travel is exemplary of this issue. Paradoxically, a high interest category but low WOM levels… 2

3. WOM & The Travel Market- A Global Perspective

5. TalkTrack® U.S. Far Fewer Americans Follow “What’s New” in Travel(% of respondents 18+ who follow each category closely) % diff from… TT GB TT AU Base: Respondents, All 18+ (TalkTrack® U.S., n=32,070; TalkTrack® Britain, n=2,472; TalkTrack® Australia, n=2,655) Source: TalkTrack® U.S. (Sept. 2009 – Aug. 2010), TalkTrack® Australia (April 7th – May 10th 2010), TalkTrack® Britain (May 14th – 31st 2010) 5

6. Americans Are Less Likely to Be Travel Influencers (% of respondents 18+ qualifying as Category Conversation Catalysts™) Category Conversation Catalysts™ are consumers who have a large social network and report that they regularly give advice in and follow a specific category. Base: Respondents, All 18+ (TalkTrack® U.S., n=32,070; TalkTrack® Britain, n=2,472; TalkTrack® Australia, n=2,655) Source: TalkTrack® U.S. (Sept. 2009 – Aug. 2010), TalkTrack® Australia (April 7th – May 10th 2010), TalkTrack® Britain (May 14th – 31st 2010)

9. Mixed Negative Positive Worth the Effort: US Travel WOM Very Positive(Polarity of travel word of mouth, among adults) Net Advocacy (positive less mixed and negative talk) TalkTrack® U.S. 47 33 TalkTrack® Britain 31 TalkTrack® Australia Base: Travel Services Brand Mentions, Among adults (TalkTrack® U.S., n=6,181; TalkTrack® Britain, n=967; TalkTrack® Australia, n=999;) Note: Neutral not shown. Source: TalkTrack® U.S. (Sept. 2009 – Aug. 2010), TalkTrack® Australia (April 7th – May 10th 2010), TalkTrack® Britain (May 14th – 31st 2010) 9

13. Developing A WOM Strategy For Travel

14. Travel in Perspective:WOMOpportunity Grid 14 High Mentions/ Low Influencers High Mentions/ High Influencers Low Mentions/ High Influencers Low Mentions/ Low Influencers Source: UM Analyses of Keller Fay Data

15. WOM Opportunity Grid 15 Source: UM Analyses of Keller Fay Data

16. WOM Opportunity Grid81% Fit Between WOM Conversations & Influencers 16 Change MAP Source: UM Analyses of Keller Fay Data

17. WOM Opportunity GridImplied Consumer WOM Strategies Invite Activation & Participation Go Beyond The Expected! 17

18. WOM Opportunity GridImplied Influencer WOM Strategies 18 Identify & Nurture Influencers Celebrate & Activate Influencers

19. 19 Be Unexpected. Celebrate & Activate Influencers WOM Opportunity GridSummary Consumer & Influencer WOM Strategies Activate Consumers. Celebrate & Activate Influencers Be Unexpected. Identify & Nurture Influencers Activate Consumers. Identify & Nurture Influencers

20. Igniting A Travel WOM Strategy

21. Identifying & Developing Travel Influencers Consider competition and promotion to foster travel influencers: Top Influencer MagazinesTop Influencer Web Sites Travel + Leisure Trip Advisor Condé Nast Traveler Hotwire Arthur Frommer’s Budget Travel Orbitz Note how these two media platforms fulfill different need states Source: MRI 2010 Travel Category Influentials 21

22. Providing The Consumer TriggerProvide Reminders & Reasons to Talk “Last summer my wife and I spent a couple of weeks in Sardinia and we loved every moment of it. When we got back, we told all our friends about this gorgeous island, but then something happened: we stopped.” “A trigger can be simple. The LiveStrong bracelet triggers conversations about living with cancer. Samples from the Kiehl’s store trigger you to talk about skin care as you hand those packets to friends and family. In the case of Sardinia, a link to a video or some pictures would have acted as triggers. All we needed was a reminder.” -- Emanuel Rosen 4/21/10 Source: MRI 2010 Travel Category Influentials 22

23. Create Strategic Surprise “By mastering the art of strategic surprise, brands are… forcing us to think; refreshing our jaded view of the everyday world” “We repay them by noticing and spreading the news… to our neighbors as well as our Facebook friends” Molly Flatt, President, WOM UK 23

24. Be Unexpected 24

25. 25

26. A UM WOM Modeling Insight To achieve scale and speed, brand WOM characteristically needs Digital, Social, or Advertising Media 26

27. Construction of the TransAtlantic Tunnel: Paris to New York By Train In 8 hours 27

28. Web Page: Paris to New York By Train – Be Among The Pioneers! 28

29. Paris Subway Billboard – Paris to New York By Train In 8 hours 29

31. 74,000 emails sent inc the website link

32. 4,000 emails were sent to Transatlantys.com, many of which included résumés

33. Debated on national French TVRecord 87,000 reservations via site, sales up more than +50% By year end, 2 million unique visits to website and Transatlantys train tickets even auctioned on eBay TransAtlantys Hoax 30

34. Proving Success Media’sContribution to WOM

36. Delta’s Reported Media Spend Delta’s annualized media spend circa $20 million (2 years ending July 2010) Source: Kantar (media ex digital) and Nielsen (digital) 33

37. Delta Airlines WOM Model Outline Model Actual Brand Conversations (Millions) WOM Model Fit r2 = 86% Adjusted r2 = 85% Source: UM Analysis of Keller Fay Talk Track, Kantar (media ex digital) and Nielsen (digital) 34

38. Delta Airlines WOM ModelCore Drivers Actual Brand Conversations (Millions) WOM Model Fit r2 = 86% Adjusted r2 = 85% Source: UM Analysis of Keller Fay Talk Track, Kantar (media ex digital) and Nielsen (digital) 35

39. Source Of Potential WOM Media’s contribution to WOM is relatively low. Ranges in other categories between 10%-40% Delta Ads: 7% Base: 82% Competitive Ads: -11% 36

40. Source of WOM Primary Media Channels Projected Brand Conversations (Millions) Other media may also have affected WOM via campaign synergy etc Source: UM Analysis of Keller Fay Talk Track, Kantar 37

43. bfay@kellerfay.comgraeme.hutton@umww.com 39