Destination Content Over.ppt

1、Meghan Brousseau - Manager, New Media & Rights Peter McFarland - Business Development Associate, New Media,Destination Content Overview,About Frommers Unlimited,Key Features of our business: Inspires people to travel Gives the tools necessary to plan a memorable trip Accompanies and advises people a

2、s they travel Provides a forum for travelers to share experiences Is the one stop shop for reaching your targeted travel audience via print, mobile, online, and downloadable content and products,Align your brand with the most trusted name in travel.,Who We Are,John Wiley & Sons 201 year old global p

3、ublisher U.S. listed company (NYSE JWa, JWb) 5th largest publisher in the world: $2 billion in sales branded consumer content is part of our business e.g. For Dummies guides, Better Homes & Gardens, Betty Crocker, Pillsbury, CliffsNotes Frommers Frommers # 1 travel guide book series in North America

4、 F consistently ranked number 1 travel content site with 16 million+ monthly page views Whatsonwhen founded 1999 delivering customized digital events and travel content to the worlds leading travel sites Our Clients include Airlines BA, Northwest, Virgin Atlantic, American Airlines, Malev and KLM, H

5、otels IHG, Hilton, Best Western, Ramada Jarvis, Langham International & Choice Hotels International OTA Lastminute, Orbitz, Travelocity, Expedia, H Transport Eurostar and Hertz Publishers Lonely Planet, Dorling Kindersley and MSN,A Snapshot of Our Work,Multiple audiences & multilingual content,5,Fro

6、mmers Destination Content,The most trusted name in travel A strong, opinionated editorial voice written in a traveler-friendly tone Expert advice and “Best of” picks from a worldwide stable of 175 local authors Exact prices for attractions and restaurants to help travelers plan no matter what their

7、budget Unique star-rating system (0 - 3) to help readers make informed decisions on whats worth their time Includes daily updated event listings from the Whatsonwhen database,Destination information content licensing program,Frommers Global Destination Guides - Country, Region, City, Islands coverag

8、e - In-depth Narrative and Point-of-Interest (POI) information and reviews - Over 3,500 destinations available - Daily updated events categorized and searchable by location, interest (sports, arts, music) and date - Over 300,000 events in 9,000 locations around the world - All POI and events informa

9、tion geo-coded Google map API integrated Weather forecasts Currency Converter Airport Guides - Perfect for business and leisure travelers - Includes Airport Essentials, Transport, Terminals and While Waiting info,8,9,10,11,Custom Content,Latest strategic thinking around gaining top natural placement

10、s on the search engines is to provide unique content which includes your keywords The unique custom content can be created in clients tone and style targeting specific customer profiles Targeted keywords can be woven into the copy e.g. city breaks in New York at the appropriate density Proven to inc

11、rease natural search referrals Past custom content commissions include SEO destination overviews, destination guides and themed articles e.g. Driving Tours in France and Guide to Luxury London,The best way to attract people to your site, and keep them coming back, is to design your pages with valuab

12、le content that your target audience is interested in.” Content Guidelines, MSN Search,12,Custom Content Attracts Search Customers,13,Personalized Printable PDF Guides,Tool allows customers to tailor destination and event information destination (or multiple destinations) interests (e.g. kids and fa

13、mily events, nightlife venues etc) dates Providers can include own inventory booking references (e.g. flight confirmation) ecommerce and advertising partners,14,Trip Recommender,A database-driven application that dynamically suggests appropriate destinations according to a users specified criteria L

14、eads the user through a simple process designed to elicit both hard and soft travel criteria. Hard Criteria e.g. Duration of trip options: 1-5 days, 5-10 and 10 days+ Place: beach, city, explore, adventure Soft Criteria e.g. - Entertainment Business meetings Gourmet User can click the Trip Recommend

15、er button to see a set of recommended destinations based on the selected criteria The Trip Recommender can be fully customized to support M&ITs desired destination set and the hard and soft criteria can also be adapted to M&ITs users and demographics.,15,Technical Delivery,Our content can be deliver

16、ed in 3 ways: XML files and feeds A fully managed highly flexible hosted solution 3. By reverse proxy/Server Side Include of the content. WOW hosts content but allows the client to deliver the content from their servers under their domain name. Content sits on the client main domain so good for SEO,

17、Reverse Proxy,16,Mobile Solutions,3 main options for providing Frommers destination information over mobile devices: Co-Branded WAP site: Frommers can build and host co-branded destinations guides over WAP. Java App Guide downloads: Frommers can build branded Java app downloads for customers to down

18、load onto their phones e.g. Frommers Guide to Vancouver, Toronto, New York or Rome. Build Frommers XML into your mobile app: Customer incorporates the XML feed of the Frommers destination information into an existing mobile application.,17,Mobile Applications iPhone,Objective Deliver expert travel a

19、dvice directly to customers on the move viaemerging platforms Leverage location-based technology to deliver an outstanding user experience Sell downloadable applications through new distribution channel Strategy Develop Frommers-branded city guides for New York, San Francisco, London Roll-out of add

20、itional destinations scheduled for 2009 Frommers for iPhone features local travel tips, restaurant and hotel reviews, and bonus features such interactive location-based maps, and web and phone links, all instantly accessible with the flick of a finger using the unique touchscreen interface Built in

21、partnership with Modality and sold exclusively through the Apple Apps Store,18,Print Custom Publishing Unique Marketing Ideas,Gift with purchase incentives Online usage stimulation Rewards programs Event premiums Conference giveaways Advertising tie-ins Gifts to important customers Loyalty retention

22、 tool,19,Leading Brand Licensing Partners,20,For Dummies Licensed Content,For Dummies is a global phenomenon. Each and every day, For Dummies products are in the news, on bestsellers lists, and most importantly, helping people turn “I cant” into “I can.” For Dummies books use a lighthearted approach, a down-to-earth style, and humorous icons to dispel fears and inspire conf