Day of influence - The results
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Expedia and PHD won the unique 'Day of influence' package – one day of advertising across all major UK newsbrand platforms, including print tablet, online and mobile – for a campaign to promote tourism back to the Philippines following the devastation of typhoon Haiyan.
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Day of influence - The results
- 2. one day one message one audience
- 6. Will Smith Ogilvy & Mather Vanessa Clifford Newsworks Emma Callaghan PHD Sarah Harte PHD Jill Lloyd Expedia Richard de Villa Philippines Tourist Board
- 8. Economic crisis and potential instability Investment Ends Tourism quality declines Word of mouth spreads Demand declines The problem
- 13. 8m People say that newsbrands influence holiday choice Online newsbrand readers are 32% more likely to visit travel sites than the average internet user
- 16. Number of Tourists in 2013 Thailand 26,735,583 Vietnam 7,500,000 Philippines 4,680,000
- 28. What happened?
- 29. 60% recall 71% like
- 30. 66% 53% said it made them feel differently about the Philippines felt it told them something new about the Philippines
- 31. +23% points ‘a destination worth discovering’
- 32. +18% points ‘a good destination for a luxury holiday’
- 33. +12% points ‘a safe place to go’
- 34. ‘very likely to consider’ doubled
- 35. 62% were motivated to find out more
- 36. “I have been to the Philippines in the past and would love people to consider going there. Well done Expedia.” Quality newsbrand reader
- 37. “I think it is very good that they have chosen to advertise. I have certainly considered visiting the Philippines as a result.” Quality newsbrand reader
- 38. “In the wake of such tragedy, tourism is a much needed resource to help the islanders return to a normal life.” Popular newsbrand reader
- 39. “They’re being proactive and practical about the situation and are using effective ads.” Mid-market newsbrand reader
- 40. What did people do?
- 42. 1.24million unique users reached by online newsbrands
- 43. Frequency 7.04 107% higher than benchmark
- 44. Interaction rates 160% higher than benchmarks
- 45. People watched 24.7 seconds of a 28 second film
- 46. 275,326 tablet page views
- 48. Tap through rate of 3.6% to the specially created site
- 49. Print response rate 52% higher than direct response average
- 51. visited the Travel That Matters site
- 55. uplift in searches on main expedia.co.uk site versus previous week 45%
- 56. uplift in searches on main expedia.co.uk site versus previous year 55%
- 61. The influence of newsbrands
- 63. 77% The newspaper was a really good place to showcase what the Philippines has to offer tourists
- 64. Newspapers reach people who are more likely to influence their friends and family 65%
- 65. 65% Advertising in my newspaper stands out more
- 66. 58% Advertising seems more important when seen in a newspaper
- 67. 57% I trust the advertising more because it’s in my newspaper
Hinweis der Redaktion
- Twenty million people. One day. One campaign. How would you use the influence of the UK’s national newspaper brands to get the nation talking and change behaviour? That was the challenge issued to agencies and advertisers for the Day of Influence competition in February 2014.
- Inspired by the unique influence that newsbrands have on society, Newsworks and six newspaper groups offered £300,000 worth of free space in print and digital newsbrands on just one day. It was a real opportunity to make a difference to a client’s business. And a bold move from newsbrands. We were confident that our “superbowl moment” would pay dividends, but we would also need to provide the hard evidence that a single day of newsbrand advertising really works. 31 agencies competed for the prize.
- Three finalists, chosen by a panel of senior newspaper executives, presented their cases at Shift 2014 in a Dragon’s Den style pitch to senior clients, and the audience voted. The winner was Emma Callaghan from PHD with her idea for Expedia to promote tourism to the Philippines in the aftermath of Typhoon Haiyan.
- Three finalists, chosen by a panel of senior newspaper executives, presented their cases at Shift 2014 in a Dragon’s Den style pitch to senior clients, and the audience voted. The winner was Emma Callaghan from PHD with her idea for Expedia to promote tourism to the Philippines. (Mention Typhoon Haiyan and the latest typhoon Hagupit to hit in recent days.) Emma here and other key players
- All of the key players are here today
- Emma Callaghan, PHD: Our story begins with Jill from Expedia (who you’ll get to meet later). Because this is the story of an individual having a personal experience, which made her consider how she could make a difference in the world. Jill first told me about Expedia’s CSR project and the background behind it about a year ago. It was during a visit to Tunisia that she met a taxi driver who had fought in the revolution and had suffered tragic loss. His greatest concern was that if tourism didn’t pick up and the economy didn’t recover, all would be in vain. It was this encounter that made Jill consider the power of tourism to shape a country’s future.
- Her vision was to use Expedia’s scale and influence to make a difference by helping to encourage tourism to countries which were safe to visit but might have negative connotations associated with them, following political or natural disasters. In 2014 that meant the Philippines. In November last year typhoon Haiyan, one of the strongest cyclones ever recorded, devastated parts of the Philippines and affected 14 million people. Tourism accounts for 6% of the GDP and 8% of the country's employed population in the Philippines and therefore had an important role in the economic recovery of the country. But disasters can trigger vicious circles as lack of awareness and misconceptions often mean that even unaffected areas suffer a decline in tourism. Expedia raised a lot of money internally in conjunction with charity aid partners for the Philippines and set up press trips to share their story, but really they needed a partner to take this to the mass market. The Day of Influence was the only way to give the campaign a voice and our objectives were very clear.
- We needed to address an issue and encourage education and understanding. Specifically, we wanted to raise awareness of the Philippines as a holiday destination, let consumers know that it’s a safe place to visit and was open for business and to encourage consumers to discover more about the Philippines and Expedia’s CSR project.
- This wasn’t a commercial project so Expedia created the ‘Travel that Matters site’ which would educate and inspire about the Philippines, as well as explain the work they were doing with charity partners. All advertising would direct to this new URL.
- Because of the nature of news reporting, much of the focus back in 2013 was on the disaster. Typhoon Haiyan made global headlines and was covered in every paper, making the front page in most of them as well as every news site. We know that newsbrands are places where campaigning happens and that they are highly influential. This was why the DOI competition was the perfect way to use newsbrands to tell a happier story and put the Philippines back into the news, this time in a good way and for a positive reason.
- Because of the nature of news reporting, much of the focus back in 2013 was on the disaster. Typhoon Haiyan made global headlines and was covered in every paper, making the front page in most of them as well as every news site. We know that newsbrands are places where campaigning happens and that they are highly influential. This was why the DOI competition was the perfect way to use newsbrands to tell a happier story and put the Philippines back into the news, this time in a good way and for a positive reason.
- Newsworks also had some great stats linking newsbrand readers with travel brands, for example “8 million people say that newsbrands influence their choice of holiday destination” and “online newsbrand readers are 32% more likely to visit travel websites than the a average internet user.” Sources: GB TGI Clickstream 2014 Q3; comScore October 2014
- Using this insight and with our objectives in mind, PHD put together a media schedule which would ensure we were highly impactful across multiple platforms using rich media and large formats. We knew that takeovers delivered great impact, so we planned multiple insertions and different formats, allowing Expedia to tell a story through the paper.
- The creative story, Will Smith, Ogilvy & Mather: The Philippines, which had now been thrust into the news because of a natural tragedy, was relatively unknown as a travel destination.
- That’s despite neighbouring countries like Thailand and Vietnam being hugely popular. Sources: Thailand - http://www.tatnews.org/thailand-welcomed-26-7-million-visitor-arrivals-in-2013-exceeding-target/ Vietnam - http://www.traveldailymedia.com/201927/vietnam-achieves-tourism-target-in-2013/ Philippines - www.abs-cbnnews.com/business/02/13/14/nearly-47-m-foreign-tourists-visited-philippines-2013+&cd=2&hl=en&ct=clnk&gl=uk
- To reverse this problem we had to drive awareness and consideration of the Philippines.
- Although a worthy cause, we didn’t feel that positioning it as a charity case would work, we had to celebrate its virtues to drive the holiday bookings that would help the Philippines.
- We decided to showcase the beauty and richness of the Philippines by contrasting its unspoiled nature with the English-isms they may find elsewhere. This would play to the sensibilities of travellers looking for luxury or activity holidays, two key travel market segments for the Philippines.
- We had a simple mission: to paint the papers blue.
- We created an extension of Expedia’s successful Travel Yourself Interesting campaign which coupled interesting and unexpected facts about the Philippines with stunning images of unspoiled islands – painting the papers and news sites blue.
- Given that we only had one day to stop people in their tracks, get them to explore the Philippines as a destination and urge them to savour the Philippines for themselves it was imperative to create striking executions.
- On Friday 29th August the campaign ran across all major UK Newsbrand platforms – print, tablet, online and mobile. We ran 4 print executions in various formats across national press. Read third execution
- 3 of these showcased facts and islands while the 4th drove traffic to the online competition. Read 4th execution
- As well as this we ran home page and travel section takeovers, across online news sites, featuring an in-built film made from Philippines Tourist Board assets, which further showcased the Philippines’ unspoiled beauty.
- Adnostic designed a world first ad format for newsstand: two creative executions served in one ad file therefore incorporating the branding message and the competition direct response message.
- All online and tablet copy clicked through to the Travel That Matters blog, which hosted both the ‘win a holiday; competition as well as interesting informational content about the Philippines.
- Emma Callaghan & Sarah Harte, PHD: In terms of the results, we have been overwhelmed with how well this campaign performed, especially considering it only ran for one day. We used reader panels and pre and post tracking to gauge the campaign’s influence on people’s awareness and understanding.
- It certainly made an impact – 60% of readers recalled the campaign and an incredible 71% liked it. Source: Newspaper reader panels
- Just to recap on our objectives, a big part of what we wanted to achieve was around changing peoples’ perceptions and so we were really pleased to learn that 66% said that the campaign made them feel differently and 53% felt that it told them something new about the Philippines. Source: Newspaper reader panels
- The post campaign research delivered some other really positive shifts in attitudes, most notably a 23% point increase in people definitely agreeing that the Philippines was a destination worth considering Source: Expedia pre-post tracking, PHD Insight/Research Now
- and also an increase of 18% point with people agreeing that it’s ‘a good destination for a luxury holiday’ Source: Expedia pre-post tracking, PHD Insight/Research Now
- very importantly, there was a 12% point increase in people agreeing that the Philippines was a safe place to go Source: Expedia pre-post tracking, PHD Insight/Research Now
- Encouraging consideration of the Philippines was also a key objective and so we were thrilled to discover from the research that ‘very likely to consider’ doubled Source: Expedia pre-post tracking, PHD Insight/Research Now
- and that an amazing 62% of readers were motivated to find out more. We know that people actually did go and find out more from the results that Sarah, Jill and Richard will be sharing with you later on Source: Expedia pre-post tracking, PHD Insight/Research Now
- We also collected loads of reader responses from the pre and post tracking research and the reader panels. We were absolutely thrilled with the comments from across the market.
- Really importantly, people felt very strongly about the advertising whether they were a quality, mid-market or popular press reader.
- Really importantly, people felt very strongly about the advertising whether they were a quality, mid-market or popular press reader.
- We were so pleased to uncover so much positive feedback from these responses and to also know that the campaign had definitely delivered on our planned objectives in terms of both awareness and education.
- So it’s clear that the campaign influenced awareness and understanding – but did that translate into doing something about it?
- While the campaign was not primarily intended as a response campaign, we did want people to visit the Travel that Matters blog site to discover the unspoiled beauty of the Philippines and find out how their visit could make big difference – and the competition provided an added incentive. The blog was set up by Expedia and the Philippines Tourist Board, who sent journalists, employees and bloggers to document their experiences. It simply did not exist prior to the campaign, so all traffic can be assigned to the campaign effect.
- The digital newsbrand campaign performed way above industry benchmarks. We had more unique users - 1.24 million in all Source: PHD
- and over 107% higher frequency than predicted – which was really important as we were only running for one day. Source: PHD
- The newsbrand audience were clearly highly motivated to engage with the campaign content. The interaction rate was more than 160% higher than Double-Click benchmarks. Source: PHD
- And the video stats were brilliant – the video was 28 seconds long, and the average video viewing time was only 3 and a bit seconds shorter than the entire film. Source: PHD
- The tablet ads created by Adnostic saw a fantastic level of engagement with 275,326 page views overall Source: Adnostic
- And almost 10,000 taps through to the Travel that Matters blog site. Source: Adnostic
- The tap through rate average was 3.6%. That’s 246% higher than the Newsworks Tablet Project benchmark of 1.04% for retail and travel. Source: Adnostic /Newsworks Tablet Project http://www.newsworks.org.uk/tablet-project
- It wasn’t just digital ads that performed well. Print newspapers were also effective at driving people to the blog. Even though it was primarily a branding campaign and requires more reader effort to type in a completely new url (it was not supported by search or found via Expedia site), the print response rate (0.183%) was close to the digital click through rate (2%) and was 52% higher than the direct response average. Source: PHD
- Jill Lloyd, Expedia: Business results It was largely through the press that many people became familiar with the Philippines– sadly in the context of the disaster. So working with those opinion formers was essential to correcting misconceptions that the Philippines was unsuitable for tourism. With an ad campaign, there was a risk that this could come across as capitalising on disaster or driving bookings for Expedia so we felt that a separate site or blog would make the distinction from the more commercial side of our business clearer. However, that meant most people had to remember and actively type in the url.
- So we were thrilled to see over 30,000 people did just that….. Source: Expedia
- …..generating over 70,000 page views of the TravelThatMatters site. Source: Expedia
- Even those lured by the chance to win a trip had to work for that chance by answering 7 questions about the Philippines and the scope of the disaster.
- Over 90% of the 3,200 entrants got all the answers right and the proportion of people correctly answering actually increased daily. Source: Expedia
- The project was not designed to have an immediate effect on holiday searches specifically on Expedia’s booking site - it’s not exactly an impulse purchase trip and we didn’t feature expedia.co.uk address. Nonetheless, we did see 45% uplift in searches for the Philippines on the Expedia site on the Day of influence and the weekend that followed that Friday, compared to the same days the previous week. Source: Expedia
- There was also a 55% increase in searches compared to the same days in 2013 (pre-typhoon of course). All of which is a very clear testament to the power of newsbrand marketing. Source: Expedia
- When searches do convert to bookings we have also donated to support the work of Habitat for Humanity in rebuilding some of the homes destroyed by Typhoon Haiyan and we’re very pleased to say that through these donations they’ve already been able to rebuild 14 homes, using the latest expertise to help them withstand future storms, for affected families - and with the advent of typhoon Hagiput, we’ve just extended this initiative into 2015.
- As Emma mentioned this concept behind this CSR initiative was triggered by a personal experience, but what made this idea a reality was the support of the wider team at Expedia who backed it and enabled PHD to pitch for the Day of Influence. I think that says a lot about the very genuine desire at Expedia to use our business to help people and we are very fortunate to work for a company where our core business, tourism, plays such a direct and important role in people’s lives around the world. This is particularly true in destinations like the Philippines, so I will now hand over to Richard to explain more about the role of tourism in the Philippines.
- Richard de Villa, Philippines Tourist Board: The travel industry today is rapidly evolving and continues to become more and more inclusive. Travel these days is so much more than a holiday maker visiting an attractive destination such as the Philippines and receiving a significant life experience. One’s visit equates the creation of 1 job in the service industry of the country. It extends both livelihood and infrastructure development far beyond the main tourism spots of the destination. This is much more pronounced in countries like the Philippines whose tourism industry (both directly and indirectly) contributes to more than 6% of the GDP. Our tourism minister continually espouses the fact that it is the people’s business. Everyone in the country is involved in tourism as it is the country’s brand and image. It affects the lives of everyone in the country more than just the 2.9 million jobs indirectly supporting the tourism service industry. After Haiyan, it was important for our office to broadcast two messages, one that 97% of the country was open for business and the second that we need the continuous support and visitors of the travel industry. With knowing the importance of tourism to our country, we needed to act expediently. We needed to show that it was safe to visit the country especially that most of their destinations within were likely unaffected. We presented travellers and the industry with up-to-date photos from numerous resorts around the country. At the same time, we had to present to travellers that their visit to the Philippines for tourism would have a profound and lasting effect towards relief efforts and infrastructure rehabilitation.
- We are wholeheartedly thankful by how the industry responded, rallied and mobilised their support. For the Philippines to be the beneficiary of this exciting pilot campaign by Newsworks and Expedia was such a boon to the country. Having worked closely with Jill and her bloggers from the start (who generated an exceptional amount of content we must say), to seeing the results, we are greatly pleased with how it all turned out especially that it was a new endeavour for many of us. The short term results included the increase in correct awareness, perception and heighted interest in the destination. The week after the DOI, more than half of our office walk-ins and inquiries reported seeing the campaign and how surprised they were to see the Philippines positioned across most of the newspapers. The long term results are something that we will continue to feel long after the campaign wraps up this year. For that we will be always grateful. We see tourism as an important tool in both generating the right information and awareness about a destination and showcasing a country’s attractions. This is especially vital for a country that is visited by roughly twenty storms and typhoons each year, including typhoon Hagupit that hit just last weekend. Incidentally next year is Visit the Philippines Year and we encourage you all to visit. Thank you.
- Newsworks: So could the campaign have worked without newsbrands? Obviously, we don’t think so! And there’s plenty of evidence to back us up. Newsbrands build reach and frequency very fast in one single day across multiple platforms. It’s just not that easy to engage with 20 million people in such a short time frame with many media. Newsbrand content influences the national agenda on a daily basis – and they provide a context of trust and personal identification that rubs off of the advertising.
- Newsbrands drive social sharing and readers are among the most active and influential online.
- And readers recognise the importance and resonance of this newsbrand environment. Over three-quarters believe that the newspaper was a really good place to showcase what the Philippines has to offer tourists Source: Newspaper reader panels
- Two thirds think that newspapers reach people who are more likely to influence their friends and family Source: Newspaper reader panels
- And there is strong agreement that advertising has greater standout, importance and trust when seen in a newspaper. Source: Newspaper reader panels
- And there is strong agreement that advertising has greater standout, importance and trust when seen in a newspaper. Source: Newspaper reader panels
- and there is strong agreement that advertising has greater standout, importance and trust when seen in a newspaper. Source: Newspaper reader panels
- We are delighted that we were able to demonstrate the power and influence of newspapers to change opinion and prompt action in our collaboration with Expedia, PHD and Ogilvy. We are delighted that the Philippines looks set to gain more visitors and continue to re-build its tourist economy.