2 by 2 Holidays
South African holidays that will change your life
Contents:
1. 2 by 2 Holidays – our brand promise and purpose
2. The Big Idea – to communicate our brand promise
3. Communication Strategy
4. Return on Investment
2 by 2 Holidays - Our Brand
Promise
The most compelling reason to choose our brand.
It is unique and credible.
We promise to create and deliver
holidays that will change your life
A commitment from
office & ground
teams
Invent, inspire,
tailor-make to suit
unique needs and
budget
Bring to life, coordinate, book &
plan. Reliable
and trustworthy.
We promise to create and deliver
holidays that will change your life
In South Africa.
An experience. A freedom
and opportunity. A
pleasure.
Reward, revitalise &
restore
Our Brand Purpose
Our fundamental brand truth. Our essence.
The heart and soul of our brand.
We believe in:
Enriching Travel
To enhance and uplift
A journey, an adventure
To nourish and nurture
To explore
Cultivate and develop
To proceed & progress
A closer look at what it means to enrich…
To enrich is to
Reward
• To fulfill
• To satisfy
• To benefit
• To aquire
• Both to give and to receive
• To attain or aquire skills or
knowledge
To enrich is to
Revitalise
• To revive and enliven
• To regenerate
• To recharge and refresh
• To renew
• To awaken
• To brighten
To enrich is to
Restore
1. To recover and regain
2. To rejuvenate and regenerate
3. To cleanse
4. To clarify
5. To reflect
6. To nourish and strengthen
7. Build off a stronger, more
solid base
Some thoughts on enriching travel…
“One’s destination is
never a place, but a new
way of seeing things.”
– Henry Miller
“The journey, not the
arrival matters.”
– T.S. Eliot.
“To my mind, the greatest reward and luxury of travel is to be able to
experience everyday things as if for the first time, to be in a position in
which almost nothing is so familiar it is taken for granted.”
– Bill Bryson.
The Big Idea
To communicate our brand promise
• Highlight the emotional benefits of travel to SA (as well as the
functional).
• Go beyond promoting places to telling stories of South African
spaces and what can happen in them.
• Promote South Africa not only as a physical location with lots of
things to see and do but rather as a space (physical, emotional
and spiritual) in which to re-connect, re-discover, re-evaluate and
re-new the lives of traveller/s and those whom they touch during
their travels.
• To bring across the magic and wonder of South Africa. Her
mystery and majesty.
• To promote South African travel as travel that improves your life.
• By promoting the emotional benefits of South Africa, we create
conversations about the destination.
• These conversations become a means through which to share
stories about South African travel, give personal views and
experiences.
In order to increase:
-awareness of;
- interest in;
-and bookings to South Africa
A change from the traditional product offer
and communication approach:
Informing
Promoting destinations
Holiday of a lifetime
Tailormaking Holidays
Inspiring
Promoting experiences
Holiday that will change your life
Co-creating Holidays
Creating brand fans who will spread
the word, recommend and rave.
"Recommendations by personal acquaintances and opinions posted by
consumers online are the most trusted forms of advertising globally. 90% of
online consumers worldwide trust recommendations from people they know,
while 70% trust consumer opinions posted online.“ – Nielsen Survey, 2009
Our Communication Strategy
Who? What? How? Where? When?
WHO will we target?
WHAT will our message be and WHY will it appeal?
HOW will we communicate our message?
WHERE will we communicate our message?
WHEN will we communicate it?
WHO will we target?
People aged 30yrs+ considering long haul holidays
PRIMARY: first time visitors to SA; SECONDARY: those who have visited before
The segments we will focus on:
DINKY’s
FAMILIES
PROFESSIONALS
NO KIDS
SINGLES
EMPTY
NESTERS
DISABLED
– DINKY’s (double income no kids yet) who want value for money and a great experience;
– Families who want to spend time together and within their budget;
– Professionals without children who want to experience quality and reward themselves;
– Singles who want good value and to feel safe and secure;
– Empty Nesters who want to discover new things and reward themselves with quality;
– The disabled who want an uplifting experience and to be assured that their needs will be
taken good care of;
WHAT will our message be?
Life Changing Holidays
Visit South Africa – it will change your life
Reward, revitalise and restore yourself by visiting South Africa
Tell us about the change you are needing/seeking in your life?
(People who are looking to travel long haul describe their emotional
need: e.g. “exhausted working mother needs to re-connect with her
husband and children, need to appreciate one another again.”)
Tell us how your South African holiday changed your life?
(people who have travelled to SA share their own experiences and
stories e.g. “feeding cubs at cheetah rehabilitation project reinstilled in
me the importance of helping others and how it helps me to feel
better about myself.”)
WHY will it appeal to them?
Because our research tells us that:
1) People want unique and authentic experiences when going on holiday;
2) People are looking for meaningful growth and improvement in their
lives;
3) Holidaymakers seek out value (value = benefit/price) and we need to place
value where it counts most to the different customer segments (i.e. give
them what is most beneficial to them);
4) Word of mouth and recommendations are a key influencer when
selecting a holiday destination and operator;
5) People want to contribute and so we need to involve our customers in
co-creating the ideal holiday to meet their specific needs.
HOW will we communicate our message?
We will generate excitement and interest in the campaign through
awareness generation
vehicles
including PR, advertising, social media and direct marketing.
We will use
participation
marketing to engage and
connect with our target market and enable them to co-create South African
holidays that will change people’s lives.
What is participation
marketing?
Participation is the act of taking part, becoming involved or sharing in.
Participation requires collaboration and partnership. Through participation
people are able to shape the outcome of things. Participation marketing
requires the target market to engage and co-create with the brand, both key
ingredients in creating connections between brands and consumers.
Mechanics: 2 categories of participation:


People who are considering
long haul travel
People who have
travelled to SA before
What is your desired holiday
experience and why?
What was your best SA experience
and why?
(e.g. I am a single mother of a disabled
child, I would like to find a way to inspire &
motivate her & re-charge my own spirit.)
(e.g. township tour in Gugulethu,
because it helped me regain
perspective”)
Mechanics: 2 categories of participation:

Desired holiday experience

Best SA experiences
Participants must provide compelling motivation and submit via:
1. Written motivation on 2 by 2 Holidays Facebook page; or
2. You Tube video upload onto 2 by 2 Holidays Facebook page


Desired holiday experience
Best SA experiences
Each week 2 by 2 will select ONE
desired holiday experience based on:
1. amount of support on 2 by 2
Facebook page; and
2. Extent to which winning a holiday
could change the life of the participant
(Management discretion will apply)
Each week 2 by 2 will load the best
SA experiences onto their website.
(experiences must be rewarding;
revitalising and restoring)
At the end of SIX weeks there will be
SIX desired holiday experiences
shortlisted on the 2 by 2 website.
At the end of SIX weeks there will
be a lengthy list of best SA
experiences on the 2 by 2 website.

Desired holiday experience

Best SA experiences
2 by 2 will match make the best SA experiences with the SIX desired holiday
experiences and create a Facebook Group for each “life changing” holiday.
Each Facebook Group will include the name of the participant, detail of their
desired experience as well as the suggested best SA experiences for them.
2 by 2 will use e-newsletters, Facebook, Twitter and a publicity drive to call for
social media voting to select the winner. People will vote by “liking” any of
the 6 different “life changing holiday” Facebook Groups.

Desired holiday experience

Best SA experiences
After two weeks of voting, the winner (Facebook group with the most “likes”)
will WIN the life changing holiday suggested for them.
All those who contributed to the best SA experiences that make up the
winning holiday (up to 10 best) will receive a voucher to the value of £100
to spend at/on:
-dinner at Cape Town Fish Market in London; or
-SA wine hamper; or
-adopt an animal though South African wildlife rehabilitation program
PLUS 5% discount on their next holiday booked with 2by2 Holidays (land
arrangements only).
PARTICIPATION
AWARENESS
WHERE will we communicate our message?
Awareness and drive traffic to participatory platform:
•Website (www.2by2holidays.co.uk)
•e-newsletters to 2 by 2 Holidays database of 5,000+
•Publicity drive with press releases to national media (consumer
magazines, trade publications and newspapers) and local media
(generate excitement during the competition with a story of each
finalist in their local press)
•Banner advertising on SA Tourism website
•Online advertising on travel advisory sites (e.g. Trip Advisor) and
Facebook
•Print advertisements in Trade Publications (e.g. Travelling Long Haul;
TTG; Travel Bulletin)
Engage and interact (participate):
•Facebook (2 by 2 Holidays)
•Twitter (2 by 2 Holidays)
•You Tube (2 by 2 Holidays)
WHEN will we communicate our message?
Jan ‘11
Feb ‘11
Awareness/ Call
to action
Shortlist 6 desired
experiences (one / week)
e-newsletter to
announce
wkly e-news to announce
finalists
Mar ‘11
Voting
Anno
unce
e-news to
announce
PR Drive
Online advertising (Trip Advisor; Facebook)
Trade advertising (Traveling Long Haul; TTG; Travel Bulletin)
Twitter and Facebook
during their holiday, the winner will tweet about their
experiences and post pictures on the 2 by 2 Holidays Facebook
page
after
and
their life changing holiday… 2 by 2 Holidays will
submit a press pack to media sharing the story of the winner’s
travels and the effect it had on their life.
Terms & Conditions:
1. The winning prize is valued at no more than £10,000 (retail value);
2. The winning prize must be taken before 31 December 2011;
3. The 10 winners who recommended the best SA experiences
that make up the final winning prize, must redeem their £100
voucher before 31 December 2011;
4. The 10 winners referred to above can claim their 5% discount
on land arrangements on their next holiday with 2 by 2 Holidays
when holiday is taken before July 2012.
£
Funding:
-Website additions (2 by 2 Holidays)
-Social networking management & co-ordination
-e-newsletter x 8 to 2 by 2 database of 5,000+ potential
and current customers
-Publicity drive with press releases to media
-Trade advertising: Travelling Long Haul; TTG; Travel
Bulletin
-Banner advertising on SA Tourism website
-Online advertising on travel advisory sites (e.g. Trip
Advisor) and Facebook
-Fully paid holiday for winner – wholesale value
-10 x £100 vouchers for best SA experience winners
-Contingency
500
5,000
* Value will be boosted by trade donations
25,000
500
3,000
3,000
Nil
2,000
8,000 *
1,000
2,000
Return on Investment
1. Generate 500 new enquiries over the period (50% increase)
2. At 10% conversion, to generate 50 incremental bookings for the
period @ £5,000 ea (£250k incremental turnover).
3. Heightened awareness of South Africa as a holiday destination
that fulfills the emotional needs of the target market.
4. Increased awareness of the 2 by 2 Holidays brand and it’s
promise to the market.
2 by 2 Holidays
South African holidays that will change your life