Bonton travels integrated brand strategy pitch by and then

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Tourism is travel for recreational, leisure
or business purposes. The World Tourism
Organization defines tourists as people
"traveling to and staying in places outside
their usual environment for not more than
one consecutive year for leisure, business
and other purposes".
WIKIPEDIA
Friday 4 July 2014

TRAVELS & TOURS
MARKET INNOVATIONS STRATEGY
Friday 4 July 2014

THE BIG QUESTION
WHAT BUSINESS ARE WE IN?
Packaged tours?
Tour operators?
Travel agent?
Consolidation?
Friday 4 July 2014

EXPERIENTIAL
HOLIDAYS?
OR
Friday 4 July 2014

LET’S STEP BACK
Friday 4 July 2014

2009
The trend for package holiday bookings saw a comeback, as
customers sought greater financial security in the wake of a number
of holiday and flight companies going bust, and as the hidden costs of
'no-frills' flights increased. Coupled with the search for late holidays
as holidaymakers left booking to the last moment, this led to a rise in
consumers booking package holidays
THE HISTORY OF HOLIDAYS
2005
A growing number of consumers were avoiding package holidays and
were instead travelling with budget airlines and booking their own
accommodation. In the UK, the downturn in the package holiday market
led to the consolidation of the tour operator market, which is now
dominated by a few large tour operators. The major operators are
Thomson Holidays and First Choice part of TUI AG andThomas Cook AG.1950
Vladimir Raitz, the co-founder of the Horizon Holiday Group,
pioneered the first mass package holidays abroad with charter
flights between Gatwick airport and Corsica in 1950, and
organised the first package holiday to Palma in 1952, Lourdes in
1953, and the Costa Brava and Sardinia in 1954. In addition, the
amendments made in Montreal to the Convention on
International Civil Aviation on June 14, 1954 was very liberal to
Spain, allowing impetus for mass tourism using charter planes.
1841
The first organised tours dated back to Thomas Cook who,
on 5 July 1841, chartered a train to take a group of
temperancecampaigners from Leicester to a rally in
Loughborough, twenty miles away. By 1872 he was undertaking
world-wide tours, albeit with small groups.
WIKIPEDIA
Friday 4 July 2014

Dynamic packaging
Dynamic packaging is a method that is becoming increasingly used in package holiday booking procedures
that enables consumers to build their own package of ﬂights, accommodation and hire car instead of a pre-
deﬁned package.
Free Independent Traveler
Free Independent Traveler (or Tourist) refers to both a way of traveling and, from an industry viewpoint, a
sector within the tourism market. FITs practise a form of dynamic packaging but the emphasis is from the
end-user point of view and includes the wider economic effects that FITs "spread" in their destination
country as opposed to more traditional, consolidated forms of travel.
GLOBAL TRENDS
REFLECTED IN INDIA
WIKIPEDIA
Friday 4 July 2014

HOLIDAY MAKERS PROCESS MAP
PLAN HOLIDAY PACKING
BLOCK CALENDAR
PHOTOS/ VIDEO/
LOCATION BASED
INFORMATION
MEMORIES SHARED
WITH FRIENDS/FAMILY
VIA INTERNET/ PRINTS
Pre
Process
Post
Friday 4 July 2014

AUDIENCE BEHAVIOUR CHANGE
PRE INTERNET BUYING PROCESS
POST INTERNET BUYING PROCESS
SEE AD VISIT RETAILER NEGOTIATE BUY @ RETAILER
SEE AD BUY @ RETAILER
BUY @ ONLINE
ONLINE
SEARCH
NEGOTIATE
THINGS TO DO
IMAGE SEARCH
ONLINE
VERIFICATION BY FAMILY
OR PEERS
Friday 4 July 2014

NEED GAP ANALYSIS
Status Quo The GAP &then the possibility
Marketer behaviour:
1. An inside-out approach - selling packages and tours hence all
initiatives from all brands look same (adding to clutter)
2. Fighting to cut prices hence compromising on quality of service and
experience
3. Lack of Indian connect in communication
Marketers need to speak in the
language of their audience.
Outside-in approach to brand creation,
service design and marketing strategy.
Consumer behaviour:
1. Never buys a package
2. Online information and images availability has changed
consumer buying behaviour
3. Look at holidays as a direct reflection of a good life
Consumers are looking for holidays
which enhance their lives.
Brand and marketing campaigns which
are loved by people living in the internet
age and creates avenues for co-creation.
Create memorable experiences before,
during and post holidays.
Friday 4 July 2014

WHAT’S IN IT FOR ME?
unavoidable question
Friday 4 July 2014

AND-SIGHT
everyone believes they deserve a holiday!
and they deserve a holiday today!
in fact, they should be on a holiday already!
EVERYONE WANTS TO EXPERIENCE LIFE NOW!
Friday 4 July 2014

BRAND STRATEGY
based on the AND-SIGHT
Friday 4 July 2014

LET’S BE REMEMBERED FOR
ONE THING THAT MATTERS MOST
TO EVERY TRAVELLER!
Friday 4 July 2014

expecting more out of life
Friday 4 July 2014

DELIVERING THE BRAND STRATEGY
CO-CREATION OPPORTUNITIES
DIGITAL STRATEGY
ENGAGEMENT AND INVOLVEMENT STRATEGY
CREATIVE STRATEGY
DESIGN STRATEGY
Friday 4 July 2014

CREATE ONE BONTON MOBILE APP WHICH HELPS A CONSUMER TRACK AND DOCUMENT THE COMPLETE PROCESS!
DREAM INTERNSHIPS
CO-CREATION WITH STAKEHOLDERS
DREAM HOLIDAYS
CREATE ONE MOBILE PLATFORM TO DOCUMENT,
PLAN, AND REMEMBER ALL HOLIDAYS WITH
BONTON
CREATE ONE SEAMLESS PLATFORM WHERE TRAVEL
WRITERS AND AVID TRAVELERS (YOUTH) CAN EARN
BY POSTING CONTENT
STRATEGIES
Pre
Process
Post
Friday 4 July 2014

DREAM INTERNSHIPS
CO-CREATED CONTENT MARKETING
DREAM HOLIDAYS
PHOTOS/ VIDEO/ LOCATION
BASED INFORMATION
MAKE HOLIDAYS SOCIAL FOR DIGITAL CONTENT
CREATE LOYALTY CLUBS FOR REPEAT SALES
CUT DOWN EXPENSES ON TV/ OUTDOOR
STRATEGIES
PHOTOS/ VIDEO/ LOCATION
BASED INFORMATION
USE SEM TO DOMINATE FIRST PAGE SEARCHES
Friday 4 July 2014

INTERNAL ENABLEMENT
Use SMM platforms to feed content on a regular basis and help them
turn into inﬂuencers and advocates when TG is looking for
information.
Create opportunities for TG to share their holiday experiences and
new ideas and help them consolidate it all in one place.
ENGAGEMENT & INVOLVEMENT STRATEGY
INFLUENCER COMMUNITY
Create conversation across all platforms with
BONTON and other industry content for TG
consumption to make decisions faster.
Also identify opportunities among the industry for
prospects to help them turn into advocates over the
long term.
Friday 4 July 2014

CREATIVE STRATEGY
BONTON: For everyone who should be on a holiday already!
Friday 4 July 2014

live a little more
Friday 4 July 2014

Friday 4 July 2014

The brand is for families and young adults.
Travelers who see or surf the net for pictures before a holiday.
VISUAL DESIGN:
We will take inspiration from art forms relevant to the experience of the holiday.
eg. In this campaign, we have used Chamba, and Thangka paintings as inspiration.
And this design strategy will be maintained and customized for every campaign.
Every holiday is about the experience and so is BONTON.
TYPEFACE DESIGN:
The headline in all communication will reﬂect the experience of the holiday.
eg. In this case, knits used for warm clothing.
DESIGN STRATEGY!
Friday 4 July 2014

MOOD BOARD!
Friday 4 July 2014

COMMUNICATION
PRINT
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COMMUNICATION
OOH
Friday 4 July 2014

COMMUNICATION
WEB DISPLAY BANNER - I
Friday 4 July 2014

Automatically re-
directed to website
Friday 4 July 2014

COMMUNICATION
WEB DISPLAY BANNER - II - HINDI
Friday 4 July 2014

COMMUNICATION
WEB DISPLAY BANNER - III
Friday 4 July 2014

COMMUNICATION
WEB BANNER - IV - PAGE TAKEOVER
Friday 4 July 2014

COMMUNICATION
AMBIENT - I - BUZZ MARKETING
The only way to experience a holiday is to go on it. Ambient
advertising creates a compelling experience - which can help
enhance our brand promise.
Friday 4 July 2014

RE-CREATE THE EXPERIENCE
OF A SUMMER HOLIDAY IN A
HILL STATION:
Using snow machines take over the parking lot
of a mall/ public space and spray ice. This should
be supplemented with a good PR push.
Friday 4 July 2014

COMMUNICATION
AMBIENT - II - BUZZ MARKETING
Friday 4 July 2014

HILL STATION:
Using a snow art installation to take over the
facade of a mall mall/ public space. This should
be supplemented with a good PR push.
Friday 4 July 2014

COMMUNICATION
AMBIENT - III - BUZZ MARKETING
Friday 4 July 2014

HILL STATION:
Create snow-men art installations at malls/
corporate ofﬁces/ other public spaces. This
should be supplemented with a good PR push.
Friday 4 July 2014

COMMUNICATION
AMBIENT - IV - FREEBIES
Friday 4 July 2014

HILL STATION:
Create promotions - always give relevant
feebies, which will enhance the holiday
experience.
Friday 4 July 2014

COMMUNICATION
AMBIENT - V - AIRPORT INSTALLATIONS
advertising creates a compelling experience - which an help
Friday 4 July 2014

HILL STATION:
Create ICE-BOXES inside airports.
People can experience the temperature in a
colder climate (destination) by choosing the
destination on a kiosk outside.
Friday 4 July 2014

COMMUNICATION
SOCIAL MEDIA PHONE GAME - I
Friday 4 July 2014

! AM HERE
A mobile and online app - which transforms any photo YOU SELECT
into what you would look like if you went on a holiday to the hills!
! am here ! am here! am here
!n
SHIMLA
with
Friday 4 July 2014

COMMUNICATION
SOCIAL MEDIA APPLICATION - II
Friday 4 July 2014

SNOW DUCK!
SNOW DUCK!
A mobile and online app
i.// Once you allow the app to access the camera, it clicks a picture and adds snow and ice frosts to your face, and
exports it out as your facebook proﬁle pic.
ii.// We could also use it to make a game. Here, snowballs are thrown towards you. You’re supposed to avoid the
snowballs by moving out of the way and ducking. The more you avoid, the more points you gain. You can then compare
scores on facebook, or invite your friends for a competition.
[ ]
Place your friend’s photo here.
Aim.
Shoot.
Friday 4 July 2014

AN
PRESENTATION
http://www.andthen.co.in/
27.02.12
Friday 4 July 2014

Bonton travels integrated brand strategy pitch by and then

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Bonton travels integrated brand strategy pitch by and then