Insights into Love The Journey Campaign - Toolkit 1 Execution Plan

Slide Note

The Love The Journey campaign Toolkit 1 provides insights into forthcoming global activity, aiding in planning additional regional campaigns. The toolkit consists of various assets, including execution, localization, and reporting plans, along with insights packs and client request templates. Recent developments in naming conventions and main campaign activities are also outlined, offering guidance on positioning and titling specific activities. Key campaign activities are scheduled from March to June, with a focus on enhancing awareness and credibility in topics like travel experiences, wellness, and wellbeing.

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Presentation Transcript

Toolkit 1: Campaign & Insights Pack Asset (a): Execution, localisation & reporting plan

Introduction Welcome to the Love The Journey, The Value of Headspace, campaign Toolkit 1: Campaign & Insights Pack As part of Toolkit 1, there are four assets: Asset (a): Execution, localisation & reporting plan (What you re reading now!) Asset (b): Insights pack Asset (c): Client, activity & reporting request template Asset (d): All raw data files The main overarching objective of Toolkit 1 is to help give you insight into forthcoming global activity and to help you (and us) plan for additional and complimentary, campaign regional activity 2

Execution Recap and update

Execution: naming conventions A key recent development is that The Value of Headspace as a campaign name will not be used externally There are two main reasons why we ve made this decision: 1. The results from the survey give us license to expand more broadly from the current title scope 2. We want to ensure that we focus our attention in pointing to Love The Journey , our campaign theme. It s something that is resonating with both internal and external audiences and we want to continue to grow this equity. As we evolve through the campaign, we will give guidance on how we position and title specific activity In general, we ll be nodding towards topics of interest / key messages that we want to gain awareness and credibility in. For example, travel experience, airport journey, wellness, wellbeing etc. 4

Execution: main activity recap The following slide gives a recap of key activity (time-lined) as shared in our latest plan: Collinson Brand Campaign Plan Update, Part B. The following two (and only two) points are flags / tweaks to make you aware of: Strength in numbers: because of the volume and quality of stats back from the research, we ve decided to create two press releases instead of one. From a pitching/execution perspective, nothing will change. You ll just simply have two releases to utilize with your key media, as you see fit, instead of one. There is also still a byline as part of the content toolkit too. Skift dates: we are now working towards w/c 18/5 and 8/6 for publishing and promotion And a reminder on mandated activity: All markets are required to support from an earned media perspective (pitching the press releases and placing the byline) in the allotted time frames. This includes translating the content, localizing and tweaking as necessary, and getting local spokespeople quotes if necessary, as well as lining up regional spokespeople to support during the launch This includes developing regional versions of the eBook/Report, hosting on gated regional LP s and linking to media This also includes amplifying social posts on global Collinson channels via LinkedIn Elevate 5

Key campaign activity Mar w/c 30/3 April w/c 20/4 May w/c 18/5 June w/c 8/6 Mar w/c 9/3 LOVE THE JOURNEY CAMPAIGN: The Value of Headspace TITLE: The Value of Headspace ACTIVITY BRAND: CAMPAIGN: The Value of Headspace TITLE: The Value of Headspace main launch Initial press release (x2) activity is on a mandated date TBC however, all regions then have flexibility to tweak, tailor, cut and shut the press releases and byline as they see fit through to May and beyond (if desired). Ongoing editorial council meetings will help to ensure alignment, as will campaign planning and catch-up sessions soon to be diarised. Please note, the Skift amplification of global eBook from Mid-May onwards. If you have activity that may cross with these two specific weeks, please discuss with the Campaign team. STORY: main story that showcases the value of a positive travel experience for leisure and business travellers from a wellbeing and productivity perspective. CAMPAIGN:The Value of Headspace TITLE: Client Comms main launch CAMPAIGN: The Value of Headspace TITLE: The Value of Headspace Skift Amplification x 2 ACTIVITY BRAND: 2 x regional press release(s) (B2B & B2C) with links to regional eBooks/reports, hosted on regional gated LP s. 1 x regional bylines with links to regional eBooks/reports, hosted on regional gated LP s Organic social promotion from global Collinson channels link to global eBook/report on gated LP. CAMPAIGN: The Value of Headspace TITLE: The Value of Headspace Skift Amplification x 1 CAMPAIGN: The Value of Headspace TITLE: The Value of Headspace STORY: Main story that showcases the value of a positive travel experience for leisure and business travellers from both a wellness and productivity perspective. ACTIVITY DEMAND: STORY: Q&A with main campaign spokesperson Christopher Evans. A deep dive into some of the issues behind the stats and the story. Regions to kick-off activity to prospects be it via email, paid for social or other. There is flexibility to share the eBook/report as promoted via the release, or create and share a smaller/different version/format through to May and beyond (if desired). STORY: main story that showcases the value of a positive travel experience for leisure and business travellers from a wellness and productivity perspective. ACTIVITY: Infographic and PowerPoint deck to be shared with the regions for them to share with clients as they see fit. Ongoing editorial council meetings will help to ensure alignment, as will campaign planning and catch-up sessions soon to be diarised. Please note, the Skift amplification of global eBook from Mid-May onwards. If you have activity that may cross with these two specific weeks, please discuss with the Campaign team. ACTIVITY BRAND & DEMAND Skift Q&A paid editorial page with global eBook link (secondary CTA) Skift newsletter, social and banners promoting the above ACTIVITY DEMAND: Possible downloads from social and/or PR driven form completions Downloads from Collinson website (global eBook/report hosted on Collinson website with gate) ACTIVITY BRAND & DEMAND Skift paid landing page with global eBook a primary CTA Skift newsletter, social and banners promoting the above Global led mandated activity TBC regional activity

Localisation & regional content Tailoring and additional ideas

Localisation Below is an initial guide to how key content will/can-be localised moving forward At this stage, this is topline and specific actions and requirements will be shared as and when you receive content as part of Toolkit 2 & 3. Press Releases & Byline The global narrative needs to be maintained as does the global quote from campaign spokesperson, Christopher Evans Global stats can be supplemented with local stats, for example: 37% of travellers in India love chocolate (39% globally) and if your local data disagrees with the findings, flag that e.g. while 56% of global travellers hate chocolate, in India, 99% can t get enough. Local paragraphs can be added in full and local tweaks can be made to existing text if complementary and value adding A local spokesperson quote can be added if complementary and value adding eBook/Report In line with the global narrative of the release, the eBook/Report narrative also has to stay consistent Our recommendation would be to either (a) edit each chapter with local stats focusing on verticals too if relevant Or alternatively (b), add a regional specific section towards the end In terms of top-tips and recommendations, we will likely be sharing five general, with 3 x vertical slants for FS, Travel and Airport 8

Regional content ideas Additional ideas: next steps We re keen to understand your initial ideas for your respective regions and we re also keen to help Please see appendix (c), Client, activity & reporting request template We d like you to complete as advised with a view of us setting up a workshop to jointly brainstorm and work through some exciting regional activations! 9

Regional content ideas Sub-campaign led Well-Ahead: a campaign that advises businesses on how to deal with and care for the Wellness focused traveller Example tactic: The Well-Ahead LinkedIn Article series .a talking head top-tips video series on airport transformation, traveller health advice and more Traveller Confessions: real-life traveller stories, showcasing the high s, lows and humorous adventures that travellers endure to cope on their leisure and business travels Example tactic: Interviews of a Traveller .Vox-Pop series with travellers (in our lounges) sharing top-tips and travel nightmares! Travel Hacks: a collection of tips and tricks to help travellers (or businesses to help travellers) deal with travel and airport stress Example tactic: Secure a regular media slot were a local / global spokesperson shares regular hacks on all things travel / airport experiences 10

Reporting Process and next steps

Status check 1 Increase Collinson brand awareness At the start of the campaign, three top level objectives were identified 1. Increase Collinson Brand Awareness 2 2. Increase Collinson Lead Generation Increase Collinson lead generation 3. Improve Priority Pass Brand Perception 3 Since then, we ve broken these down further into measurable factors (areas) and KPIs helping us to create a global campaign reporting methodology Improve Priority Pass brand perception Over the coming weeks, we d like to run each region through our thinking and detail out where we need support- please keep an eye out for diary invites on this We d also like to work together (on an activity by activity basis) on how we also track regional campaign activity Whilst our overriding objective is to accurately track campaign performance, we re also conscious of doing as much as the heavy lifting as possible ourselves partnering with our digital team and Golin offices and utilising dashboards and other digital tracking tools were relevant There are no immediate requirements from your side 12 12