p14 abta Sept4 2/9/09 15:42 Page 14
news conference preview
ttglive.com
The Travel Convention 2009
Trade Media Partner
October 6-8 ■ Barcelona
Delegates will be able to glean marketing advice
from the likes of Cimtig, Microsoft and headline
sponsor Specific Media. Lee Hayhurst reports
Specific Media’s ad pitch
TRAVEL Convention headline Specific Media will lead
sponsor Specific Media will tell one of the convention’s
delegates about the power of masterclasses on the
online display advertising and how Thursday of the convention.
it can benefit their brands. It will look at innovations
MASTERCLASS.
Travel customers, more than in online marketing and
consumers of other retail sectors, present examples of compa-
Cimtig to give
were found to respond best to nies that are successfully
display advertising, according to using the latest techniques. marketing lesson
research by the agency last year. Petrie-Norris said Specific
Specific Media, a global online Media, which was set up 10 ONE of the four masterclasses being held at Abta
media consultancy, will tell Abta years ago in the US, offers this year will demonstrate the most effective
delegates that travel firms can improve their products to suit all budgets. ways to market on big and small budgets.
search and click campaigns by boosting brand He said their form of behavioural advertising The session is being run by Cimtig, the Charted
profile by targeting the right customers. offered tangible, measurable results and Institute of Marketing Travel Industry Group.
For example, by boosting a brand’s profile, the was particularly suited to travel, a sector that The marketing group’s Steve Dunne said the
likelihood of consumers entering a specific brand consumers research extensively online before masterclass session had the theme “10 for 2010”,
name into a search is significantly increased. making a transaction. adding: “These sessions are designed to give 10
Colin Petrie-Norris (pictured), Specific Media Specific works with clients on campaigns to tangible tips which the audience can apply to
international managing director, said: “Travel is ensure their advertising appears on premium their business.”
a great vertical for us; we know a lot about it and sites where their target audience will be. Tui and British Airways’ advertising agencies
we know what we do works but we want to work A spokesman said that having an online adver- will be taking part and will be joined by one other
with more people. tising campaign was not the “be-all and end-all” unconfirmed company.
“We have worked with 16 airlines over the past but that it was an increasingly important part of Dunne added: “In February we had the Cimtig
six weeks in Europe on their advertising. the marketing mix. awards, and winners (pictured above) will be
“Travel agents is one area we could do more Over the four years the average proportion of giving in-depth detail about how they achieved
with. We do have a few travel agents who use us money spent by advertisers online had risen from award-winning marketing, from the very cheap
with great effect.” 5%-6% to in excess of 20%, Petrie-Norris said. to the more expensive.
“The key message is that you don’t need a
£6 million advertising budget to achieve great
ATTENDANCE. community manager. He will join Microsoft’s marketing – it is about creativity and imagination.
Delegate numbers set
travel category development manager, Caroline “Social media and viral marketing are proving
Mastoras, to present the latest thinking from the this and these top firms are happy to share the
to top last year’s total company. secrets of their success with attendees and
An Abta spokeswoman said 870 registrations answer any questions.
ABTA said delegate numbers for this year’s had already been received and looked set to “I am hoping we will also hear about those
convention are set to match or beat last year’s as beat last year’s total of 920 despite the things that didn’t work as it is almost as useful
they announced Microsoft will lead one of the economic downturn. to know this as what did work.”
Masterclass sessions. This masterclass will take place in Room 1
The Innovative Thinking Master Class will be ■ Find out more about the convention on our and be chaired by Tui marketing director Tim
moderated by Mel Carlson, Microsoft advertising dedicated microsite at
ttglive.com/abta Williamson.
14 04.09.2009
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