22 April IAB NetCafé

Club Med Belux Social Media Campaign

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Ine @ Chamonix
 Impact of Social Media on world wide travel industry

Travel: most developed e-commerce sector and most impacted by Word of

Mouth

Trip advisor = 20M unique visitors /month

Nielsen study in 2007 shows :

 4 out of 10 travellers are reading blogs, are sharing pictures and/or are taking
part in virtual visits to learn about their destinations
 1 out of 4 answer or post comments on social networks
 2/3 are watching movies or listening to podcasts before making a travel
reservation

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 Some Trends

66% of travellers feel that User-Generated Content* is more trustworthy than

the information on professional sites

Impact of USG on the decision making process and on the purchasing of

holidays

 24% of travellers change opinions after having consulted UGC

 51% use UGC to fine-tune their selection
 23% use USG so as to confirm their holiday choice
 15% use USG to pick their final destination

User-Generated Content* represents a yearly spending of 10 billion dollars,

amongst which are online reservations

* = sites the contents of which has been created entirely by consumers (text, audio, video, etc.)
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 In Belgium, it’s just the beginning

Internet has become THE forst information source when preparing a holiday:
 80% of clients consult Internet when preparing their holidays

… but only official informations at the moment

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 So we decided to make a first try on Social Media

Objectives:

 Establish a first dialogue with Belgian bloggers

 Communicate Club Med USP’s & values amongst surfers thanks to real & neutral
blogging experiences

Respecting our marketing objectives:

 Position Club Med as an innovative & modern brand

 Preinforce Club Med’s online visibility

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 Ine@Chamonix

Social Media action relayed on influential Belgian blogs

Concept:

 A blogger sended to Club Med Chamonix in order to give a live impartiel

feedback on her stay
 She tested everything possible (Ski, Spa, Restaurant, …) during 3 days

 Means: Blog + Interactive banner (Twitter + Flickr)

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On Ine’s blog (www.monuments.nu)

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On Ine’s blog (www.monuments.nu)

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Relayed on belgian blogs via an interactive banner

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Relayed on belgian blogs via an interactive banner

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 Bannering Results: Sunday 6th April – Wednesday 9th
April

59 102 Impressions

277 clicks

0.47% CTR

17 629 contacts

3.4 impressions / contact

1.57 clicks / contact

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We had some additionnal surprises when blogs relayed
the action in Belgium

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 And even in other countries
France Brasil

Canada

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 Cherry on the cake : Important national press

De Morgen 11th April

Le Soir 9th April
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