B2B TOURISM PROMOTION

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B2B TOURISM PROMOTION

IN RUSSIA, KAZAKHSTAN, BELARUS, UKRAINE

Autumn-Winter 2014 / 15

23 500

daily visits

82 500

e-mail subscribers

27 000

registered users

with profiles

37 000

tourism professionals

in social networks

+

1 500 000

monthly

views

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2014 has brought a lot of unexpected changes in how the tourism business works. Realities force us to review the usual formats of work, to look for new markets and destinations, to change marketing policies, and to break stereotypes about tourist product promotion. We are moving along with the market, sometimes a bit ahead of it, so that we would always have new ways to solve challenges posed to us by our customers. Eighteen months ago, we launched our b2b-portal Profi.Travel, which, instead of simply rubberstamping the conventional model of the «industry media», created a unique resource, where tens of thousands of travel agents increase their professional level, while hundreds of our customers can use modern means of communication with retailers.

Among the novelties of this year is a revolutionary format of promoting tourism products - online workshops, which are more economical and more efficient than most offline activities, as well as the project «Know Russia!», which tells business professionals about the domestic tourism market, which most of them are hardly familiar with.

Our goal is that every rouble invested in promotion would bring back value to our customers. To that end, we use the most effective tools to work with agencies, whilst constantly expanding our audience. As a leader in covering b2b-audiences in Russia, Kazakhstan, Belarus, we reach practically every agency in every corner of these countries.

I invite you to take advantage of our experience and capabilities to promote your business!

Alexei Vengin

company founder, CEO

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5

4 B2B promotion Marketing Events Training

marketing.profi.travel

Profi.Travel has 17 years of experience in tourist product promotion in the b2b market. Our projects — professional portals Profi.Travel and TurProfi.ru — are leaders in reaching audiences in the entire Russian-speaking world: Russia, Kazakhstan, Belarus, and Ukraine.

We use the most modern and efficient tools for online promotion of tourist products and training travel agencies.

COMPANY PROFILE

PROFI.TRAVEL IN FIGURES

FIND OUT MORE

ABOUT PROFI.TRAVEL

ON OUR WEBSITE

AREA COVERAGE

PROFESSIONAL AUDIENCE COVERAGE BY REGION

• Almaty

RU

KZ

Vladivostok • • Khabarovsk • Novosibirsk • Krasnoyarsk • Irkutsk • Astana • Samara Sochi • • Saint Petersburg

BY

Minsk • • Kiev • Kazan • Yekaterinburg

+

Data as of August 2014

Moscow and Central Russia Urals Northwest Southern Russia Volga region Siberia Tatarstan Belarus Nizhny Novgorod Russian Far East Ukraine Kazakhstan • Rostov-on-Don

UA

• Krasnodar

28%

19%

12%

9%

7,1%

6,2%

6%

2,8%

2,7%

2,5%

2,2%

23 500

daily visits

82 500

e-mail subscribers

27 000

registered users

with profiles

37 000

tourism professionals

in social networks

1 500 000

monthly

views

Moscow

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GOALS OUR PROJECTS REACH

• banners • e-digest branding

• teaser ads • top placements • portal branding

• interactive webinars • testing

• the Tourist Product Introduction package

• quizzes • articles

• exclusive e-newsletters

• the Rapid Coverage package

• Sales Promotion package • news items

• e-newsletters • the Offer of the Week package • teaser ads • SPO service

• webinars • testing • quizzes

• contests • online activities

• news items with a registration form

• event report • the Event Announcement package

• events calendar • online activities

• the Event Coverage package

• exclusive e-newsletters BRANDING

Company branding, tourism product promotion, sales stimulation, website lead generation.

TOURIST PRODUCT TRAINING

Effective integrated approach: training, knowledge testing, awards, and collecting sales contacts from professional audiences in all locations.

INFORMATION AND SALES STIMULATION Wide coverage: one transaction for all locations in Russia, Belarus, Kazakhstan and Ukraine. Geotargeting to only selected locations.

INCREASE CUSTOMER DATABASE

Customer customer database usage targeted by region, listings include e-mail, phone, place of work and contact name.

ATTRACTING ATTENDEES AND EVENT COVERAGE

PR-events, registration, customer base usage, dispatching journalist and photographer, publication a photo reportage.

SOLUTION

OUR CLIENTS AND TARGET AUDIENCE

Tourist product

training Information and sales promotion customer dataIncreasing Attracting attendees and event coverage

Travel agents _{tour agents}Freelance Air tickets offices Tour operators Reviews of hotels in popular resorts

Analysis of flight programmes

Professional calendar Particularities of tourist products

Online tourism workshops

Live broadcasts by industry experts

Tourist informa-tion centres in Russian regions Destination

Management

Companies Tour operators

Airlines Hoteliers

National

tourism offices Online services

Branding

OUR WORK

SCOPE

TARGET

AUDIENCE

OUR CLIENTS

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9

Profi. Travel 33,8% TurProfi.ru 15% TourDom.ru 22,5%

•

travel agency

•

tour operator

•

other

•

daily visit to the portals

•

once a week

•

once a month

•

periodically

•

regular

•

new

CASE STUDIES

AUDIENCE OF THE PROJECTS

PROFESSIONAL

LOYAL

ACTIVE

WHAT DO THEY DO ON THE PORTAL?

WHERE DO TRAVEL AGENTS READ THE NEWS?

According to the independent survey among travet agents, participants of the social network community «Tipichny Turist» ( vk.com/tiptu )

conducted in August 2014. 2800 survey participants.

Pro.Tonkosti.ru 22,2% Other 6,5%

}

48,8%

92% 92% 55% 17% 16% 12% 5% 3% 8%

READ NEWS, ARTICLES, NEWSLETTERS: 2.6 pages— view depth per visit

3 minutes— the average time of viewing news or articles 50% of views— the News and Articles section

LEARN ABOUT TOURIST PRODUCTS:

80— the average number of registered participants per webinar 306— the highest number of registrations for a webinar ( “Natalie Tours”, Mexico )

15 000— unique visitors registered for webinars in one season

MARKET ENTRY AND

INTEGRATED HOTEL

PROMOTION

AFTER RENOVATION

ATTRACTING ATTENDEES

CONDÉ NAST TRAVELLER

LUXURY TRAVEL FAIR

MY GREEK MARRIAGE:

NOMINATION FOR TRAVEL

AGENCIES CONTEST

OVER 20 MORE STORIES

ON OUR WEBSITE

MARKETING.PROFI.TRAVEL

mabichehotel.com

Customer: Ma Biche Hotel & Thalasso 5*

Duration: May-August 2014

Outcomes: the hotel had just opened

and started sales on April 25, 2014. An intensive PR-campaign by Profi.Travel geared towards Moscow and Central Russia achieved a more-than-80% occupancy rate already in July and August. Promotion on Profi. Travel began in the latter half of May and included a set of tools (banners, teaser ads, articles, news items, exclusive e-newsletters, daily e-digest`s branding, and webinar). Effectiveness of the tools: the webinar gathered 88 travel agents, the banner CTR reached 0.26, the news and articles were viewed 2,500 times, the minimum rate of opening exclusive e-newsletters was as high as 6.5%.

beleontours.ru

Customer: Greek incoming tour operator

Beleon Tours.

Duration: December 2013 to March 2014

Outcomes: 400 travel agents took an

active part, promotional materials of the contest scored more than 20,000 views on Profi.Travel, more than 3,000,000 exclusive e-mails were sent across the Profi.Travel and TurProfi.ru databases. The contest was designed to achieve Beleon Tours’ objectives: to establish a clear association for the professional audience with the request «wedding in Greece», to increase brand loyalty, to implement a major PR-campaign in anticipation of the tourist season. Thanks to exciting prizes and active promotion, the project has generated a huge audience response and surpassed expected results.

cntfair.com

Partner: the world’s leading travel magazine

Condé Nast Traveller.

Duration: March 2014

Outcomes: 50 visitors took part as Hosted

Buyers in the Condé Nast Traveller Luxury Travel Exhibition Fair dedicated to high-end tourism. Profi.Travel acted as Condé Nast Traveller’s partner. Impressive results have been achieved thanks to the announcement of the event on TurProfi.ru and Profi.Travel. News views exceeded 1,000. A high opening rate of exclusive e-newsletters secured a significant volume of leads to the partner site.

Condé Nast Traveller Luxury Travel Fair is an annual private event designed to gather professionals in the high-end travel market. As a result, high-capacity customers from Russia’s most prosperous regions attended the event.

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Moscow and CFO Urals Southern Russia Northwest Volga Siberia Tatarstan Ukraine Belarus Bashkortostan Kazakhstan Nizhny Novgorod Russian Far East

GEOGRAPHY OF PARTICIPANTS In 2014, we launched a new format of b2b-events: online

workshops. We took the best of traditional offline activities and moved them online, thus solving two problems of tourism trade shows and workshops, low coverage and high cost, in one shot.

5 ADVANTAGES OF ONLINE

WORKSHOPS:

UAE online workshop partners

ONLINE WORKSHOPS: A REVOLUTIONARY

FORMAT OF TOURIST PRODUCT PROMOTION

FIRST ANNUAL ONLINE

UAE WORKSHOP

23% 18,4% 11,7% 9,9% 8,4% 7,3% 5,8% 3,4% 3,1% 2,8% 2,6% 1,9% 0,9%

40 000

visits per month

The first annual online UAE workshop was held from the 18th to the 29th of August 2014 on a specially created web site — uae.profi.travel — and gathered over 3,600 participants already before the project launch, at the event registration stage!

3 600

registered participants

2,5

minutes per page

ONLINE

WORKSHOPS

SAVE YOUR

BUDGET

AND TIME!

1

COMPREHENSIVE ACHIEVEMENT OF ALL _{OBJECTIVES FOR TOURIST PRODUCT}

PROMOTION BEFORE THE SEASON

Company and the tourist product presentation, collecting sales contacts, branding, catalogue distribution.

2

TARGETING SALES MARKET

Clear market targeting thanks to the workshop theme specialisation.

3

LARGER SCALE: 4-5TIMES BIGGER AUDIENCES THAN OFFLINE

A minimum of 2,000 registered professionals from Russia, Kazakhstan, Belarus, Ukraine, whose contacts we will share with you.

4

INTENSIVE PROGRAMME AND ACTIVITIES FOR PARTICIPANTS,

Interested in learning about the destination (a unique training programme, all the major players market at your event, speakers, destination experts, contests, prizes, diplomas).

5

EXTENDED CONTACT WITH YOUR AUDIENCE In addition to the active period, all information will be available and in demand throughout the entire season in 2015.

B2B-promotion

12 Marketing Events Training 13

W

900

_{per presentation}online participants

20

presentations

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An online workshop on summer Europe took place in March 2014. Participants had a unique opportunity to solve the whole gamut of objectives achieved at workshops: to collect contacts, distribute catalogues, make presentations, conduct Q&A sessions, and play the prizes.

FIRST EUROPEAN SUMMER

ONLINE WORKSHOP

2014-2015

ONLINE WORKSHOPS CALENDAR

GEOGRAPHY OF PARTICIPANTS Moscow and CFO

Urals Northwest Southern Russia Siberia Volga Belarus Ukraine Russian Far East Nizhny Novgorod 29% 21,4% 12,5% 9,4% 5,9% 5,3% 4,8% 4% 1,6% 1,5%

20-31

OCTOBER

Asia Online Workshop

16-28

FEBRUARY

Europe Online Workshop

2-15

APRIL

Russia Online Workshop

17-30

AUGUST

UAE Online Workshop

5-18

OCTOBER

Asia Online Workshop

16-29

NOVEMBER

Caribbean and Latin America

Online Workshop

2014

2015

53 000

monthly views

15 000

visits per month

1 650

registered listeners

2,2

minutes per page

CARIBBEANOnline workshop 2015 LATIN AMERICA EUROPEOnline workshop 2015

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PROFI.TRAVEL

TURPROFI.RU

TurProfi.ru is the largest region-oriented Internet portal for tourist industry professionals. It is both the information media and the promotion platform for tourist companies in the Urals, St. Petersburg, Southern Russia, the Volga region and Tatarstan.

Regional tourism professionals come to the portal for tourist market information and offers from their region.

TurProfi.ru tools allow us to meet any objectives of promotion to b2b audiences: tourist product training, branding, product awareness, sales stimulation and events coverage.

259 598 244 760 252 058 214 669 200 961 198 785 222 067232 000 245 000 210 000 254 000 262 000 280 000

WEBSITE TRAFFIC GROWTH

Profi.Travel is an online marketing platform for tourism professionals in Russia (Moscow and CFO, Nizhny Novgorod, Bashkortostan, the Siberia, the Far East), Belarus, Kazakhstan and Ukraine.

The target audience are travel company employees interested in learning about tourism products and gathering intelligence for sales.

Profi.Travel solves problems of b2b promotion in tourism: training, sales promotion, branding, event coverage, collecting contacts. This platform’s USP — audience targeting — allows you to fully cover the four countries or target only relevant locations or activities.

Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug

75 613 58 793 53 103 61 713 90 896 81 668 139 068 124 277 141 809 190 795 300 000

WEBSITE TRAFFIC GROWTH

27 000

registered users

300 000

monthly visits

12 500

daily visits

17 000

group members on VKontakte and Facebook

82 500

e-mail subscribers

280 000

monthly visits

11 000

daily visits

20 000

group members on VKontakte and Facebook

43 200

e-mail subscribers 19 12727 101

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OTHER ONLINE SALES MANUALS: austria.profi.travel | tatarstan.profi. travel | gotoural.turprofi.ru | nashe.travel

ONLINE DESTINATION SALES MANUAL

EXAMPLES OF ONLINE DESTINATION

SALES MANUALS

Customer: NTO Switzerland

Period: November 2013-January 2014

Outcomes:

More than 6,700 views

More than 2,200 unique visitors Average time on site: 4 minutes Business contacts collected: 78

switzerland.profi.travel

Customer: NTO Czech Republic

Period: November 2013-December 2013

Outcomes:

More than 10,000 views More than 5,100 unique visitors Webinars views: 1,761

Average time on site: 2 minutes Business contacts collected: 696

czech.profi.travel

Customer: NTO Abu Dhabi

Period: January-August 2014

Outcomes:

More than 12 000 views More than 3,000 unique visitors Webinars views: 669

Average time on site: 2.5 minutes Business contacts collected: 265

abudhabi.profi.travel TRAINING Destination handbook, resorts review, online presentations, articles about the fine points of sales,

final testing.

BRANDING AND PR An extensive destination promotional campaign, which includes portal branding and placement of banners, news package and exclusive e-newsletters to travel agents.

EXTENSIVE AUDIENCE

COVERAGE 23,500 professionals from Russia, Kazakhstan, Belarus, and Ukraine visit our_{portals daily, 82,500 subscribers receive daily our newsletters.}

MARKET RESEARCH Before the manual’s launch, a detailed study of professionals’ awareness of the subject is carried out, in order to optimise the project.

PARTNER PROMOTION Any resort, hotel, tour operator or host company can take part in the project to introduce their product with the help of online presentations, dedicated sections, training articles or special offers. EXTENDED CONTACT Projects are designed for 6 or 12 months and include a seasonal update .When requested a tour by

a client, the travel agent can always turn to the familiar information resource. INCREASING THE

PROFESSIONAL CONTACT BASE

We offer an opportunity to collect the contacts of travel agents interested in selling a particular destination.

ADVANCED FEATURES On the basis of the online sales manual, we propose to organise online roadshow or online academy for travel agents, more details on page 22.

ONLINE DESTINATION SALES MANUAL IS:

A dedicated website, designed to promote destinations to b2b audiences. A unique opportunity to combine information from national tourism offices, destination management companies, hotels and tour operators in a single resource.

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ONLINE ACADEMY AND ONLINE ROADSHOW

Intensive online course for successful destination sales in Russian in a single resource.

Quality audience of tourism professionals, who are interested in increasing sales of specific tourist destination. Broad coverage: all cities of Russia, Kazakhstan, and Belarus in one event.

Intensive training programme: webinars, sales manuals, reviews of resorts and hotels, tourist traffic plans, knowledge tests, diplomas and prizes. Branding effect comparable to participating in an exhibition. Active promotional campaign for a tourist destination before the start of the season. Achieving objectives of an offline event: collection of contacts, training, distribution of catalogues, presentation, networking with tourism professionals, raffles. The participation fee is cheaper visiting a city in person, while the number of made contacts is higher.

WHAT EVENT TO CHOOSE?

STEP 1. PREPARATION 3 weeks

• market research;

• registration, website and content development;

• development of event structure;

• collection and preparation of training materials;

• preparation of resort and hotel reviews, etc.;

• analysis of the flight programmes;

• scheduling classes and tests.

STEP 2. ANNOUNCEMENT AND PR PROJECT 1 week

• active PR support for project launch;

• registration of participants for webinars;

• announcement of diplomas and prizes for participants.

STEP 3. CONDUCTING THE ONLINE COURSE 3-5 business days

• online broadcast with market leaders, destination experts;

• training (a series of webinars, presentations, studying the project materials);

• testing participants’ knowledge about the destination;

• final webinar with prizes for the best students.

NAME ONLINE ACADEMY ONLINE ROAD SHOW

CUSTOMER One Several

TARGET AUDIENCE Travel agents Tour operators and travel agents

BUSINESS PARTICIPANTS Positioning one partner as a destination expert Tourist product presentation by road show participants: national tourism offices, tour operators, hotels, destination management companies

TOOLS Training webinars

Text materials from the customer Virtual boothsOnline presentations by participants Editorials about the tourist product Live editorial broadcasts

EXAMPLES pac.profi.travel launches on September 29, 2014 Live road shows are based on examples of online workshops: europe.profi.travel, uae.profi.travel, asia.profi.travel

HOW IT WORKS?

ONLINE ACADEMY AND ROADSHOW IS:

INNOVATIVE APPROACH TO TRAINING REACHING YOUR AUDIENCE BRANDING CHEAPER AND MORE EFFICIENT THAN AN OFFLINE EVENT

PROJECT PR

Online Manual, Academy, Road Show

Project PR is carried out by means of banners, teaser ads, news articles, exclusive e-newsletters on Profi.Travel and TurProfi.ru portals and professional communities on VKontakte and Facebook.

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OFFICIAL MEDIA PARTNER

MEDIA PLAN IMPLEMENTATION, MONITORING AND ADAPTATION

Your project manager monitors the performance of promotion tools and makes real-time adjustments to the media plan, taking into account the changing market situation in the course of the tourist season.

PROGRESS REPORT

After the implementation of the media plan, the project manager makes a report on the effectiveness of each tool and draws conclusions about the campaign effectiveness.

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5

SETTING GOALS AND A MEDIA PLAN Your project manager examines your needs and generates a media plan — an individual set of tools to achieve your goals in the most effective manner, taking into account the particularities of your business. CUSTOMER REQUEST

Call us or email us, contact us on Facebook, or leave a request on our corporate website.

PERSONAL PROJECT MANAGER

You will be assigned an advertising project manager, a promotion expert who will be personally responsible for everything our company does for your project.

HOW WE WORK WITH OUR CUSTOMERS

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2

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24 B2B promotion