Agenda: Agenda Introductions
Marketing Objectives (“big picture” goals)
Marketing Strategies (methods used to achieve goals)
Program Tactics
Direct Marketing (Direct Mail, In-flight Magazines, Interactive)
Corporate Marketing
Event Marketing
Trade Programs
Brand Definition
Public Relations
Key measurements of success
Open Issues
Next Steps
Introductions: Introductions Scott Taylor SASO Public Relations
Scott Kelly SASO Public Relations
Tom Goff Edelman—Los Angeles
Bob Blinick J. Walter Thompson—Los Angeles /BlinickDIRECT, Inc.
Objective #1—Create Desire: Objective #1—Create Desire Create DESIRE to be a Thailand Elite member
Demonstrate how membership in Thailand Elite is part of the highest affluent lifestyle
Inspire prospects to take action and become a member
Objective #2—Sales: Objective #2—Sales MEMBERSHIP SALES
Worldwide Thailand Elite Goals
Achieve 100,000 members worldwide by Year One
Achieve 1,000,000 members worldwide by Year Five
SASO Membership Sales Goals
Sell 3,000 memberships
Budget of $6.4 million
2,000 member sales in United States
1,000 member sales in SASO/Edelman PR territories:
Germany, UK, China, Hong Kong, Taiwan, Japan, and Korea
$75 million total revenue from 3,000 memberships
$11.25 million paid in sales commissions at 15%
$57.35 million projected net revenue for Thailand Elite
Key Marketing Strategies: Key Marketing Strategies
Key Strategies: Key Strategies Identify prospects who are most likely to become Thailand Elite members
Use a multi-media approach to reach prospects
Where they live
Where they work
Where they play
Where they socialize
When they travel
Where they vacation
Support and enhance brand building in all communication activities
Key Strategies: Key Strategies Develop and manage relationships with prospects, members, travel agents and influencers
Use members as brand advocates
Mix members and prospects at lifestyle events
Utilize a ‘high tech/high touch’ approach to all responders to enhance Thailand Elite brand perceptions
Key Strategies: Key Strategies Provide incentives to qualified prospects to motivate them to respond
Use limited-time offers with high perceived value that imply exclusivity
Develop a database to track the results of all marketing activities
Use statistical tools to learn what variables, or combination of variables works best
Direct Marketing Programs — Lead Generation — Corporate Membership — Event Sponsorship: Direct Marketing Programs — Lead Generation — Corporate Membership — Event Sponsorship
Direct Marketing Programs: Direct Marketing Programs LEAD GENERATION OVERVIEW
Direct Mail
Mail Thailand Elite membership invitations
Direct Response Print
Promote Thailand Elite through in-flight magazines
Interactive Marketing
Promote Thailand Elite to people booking travel to Thailand
Direct Marketing Programs: Direct Marketing Programs PROGRAM OVERVIEW
Send 500,000 Invitations to our target profile
Invitation to join Thailand Elite
Customized to each target’s interest, for example:
Leading Hotels of the World member invitations would highlight lifestyle and lodging benefits
Robb Report subscriber invitations would highlight exclusivity, affluence and status
Direct Mail | Lead Generation
Direct Marketing Programs: Direct Marketing Programs PROGRAM DETAILS—TARGET PROFILE
Our initial thinking about the Thailand Elite target profile:
Business or corporate
Long-term resident, e.g., foreign national expatriate, etc.
According to rules, does not include Thai citizens
Affluent, e.g., assets greater than $1 million, multiple home ownership, status-conscious, seeking privilege and recognition, etc.
Direct Mail | Lead Generation
Slide16: Direct Marketing Programs Direct Mail | Lead Generation
Slide17: Direct Marketing Programs Direct Mail | Lead Generation
China: China Direct Marketing Programs Direct Mail | Lead Generation
Direct Marketing Programs: Direct Marketing Programs Japan Direct Mail | Lead Generation
Direct Marketing Programs: Direct Marketing Programs Hong Kong Direct Mail | Lead Generation
Direct Marketing Programs: Direct Marketing Programs Taiwan Direct Mail | Lead Generation
Slide22: Direct Marketing Programs Global Direct Mail | Lead Generation
Slide23: Direct Marketing Programs Global Direct Mail | Lead Generation
Direct Marketing Programs: Direct Marketing Programs MESSAGES
Evaluate the appeal of various messages to the target profile:
First membership of a country
Overall value of membership
Status and uniqueness of membership
Travel benefits
Land ownership
Legal and immigration rights
VIP celebrity endorsements Direct Mail | Lead Generation
Direct Marketing Programs: Direct Marketing Programs PROGRAM MESSAGES
Understand how to define and explain the Value Proposition to each target segment
Is Bt1 million ($25,000) a high price or a low price?
Depends on how the prospect values the benefits
Is the prospect planning on building a vacation home?
Does the prospect wish to relocate to Thailand?
Based on perception of value to the prospect
Does the prospect seek high-touch service, status and recognition in Thailand? Direct Mail | Lead Generation
Direct Marketing Programs: Direct Marketing Programs OFFERS
Test several offers to identify the most successful at selling memberships (conversion)
Offer should feature something that the highly affluent person desires
For example, a celebrity attending the sponsored event
Highly desirable but unattainable at any price
Exclusive enough to motivate a response from a prime target
We are researching several exclusive offers on par with the cachet of Thailand Elite Direct Mail | Lead Generation
Direct Marketing Programs: Direct Marketing Programs RESPONSE FOLLOW-UP
Once the target responds to the offer, the target becomes a prospect who receives follow-up marketing programs
Direct mail is not expected to sell a $25,000 membership from the first message
Prospects may need multiple messages
People may need time to evaluate this invitation for membership
Follow-up program to prospects (responders to the offer) guides them through the buying process
Track the prospect in worldwide database
Sends prospects multiple follow-up messages to close the sale of the membership Direct Mail | Lead Generation
Direct Marketing Programs: Direct Marketing Programs IN-FLIGHT MAGAZINES
Utilize in-flight travel magazines to identify Thailand Elite prospects
Thai Airways
Star Alliance members with flights to Thailand
Promote Thailand Elite to high-end traveler
Feature exclusive offer
Add prospects to database for follow-up marketing Direct Response Print | Lead Generation
Direct Marketing Programs: Direct Marketing Programs INTERACTIVE MARKETING
Almost half of airline tickets purchased online in the U.S.
Create partnership programs with leading online travel agencies to identify high potential prospects for Thailand Elite
Expedia
Travelocity
Galileo
Orbitz
Person booking travel to Thailand receives exclusive online offer relevant only to high-end travelers in the target profile
Prospects added to database for follow-up marketing Interactive | Lead Generation
Direct Marketing Programs — Lead Generation — Corporate Membership — Event Sponsorship: Direct Marketing Programs — Lead Generation — Corporate Membership — Event Sponsorship
Direct Marketing Programs: Direct Marketing Programs CORPORATE MEMBERSHIP PROGRAM
Target Fortune Global 1000 companies
Additional marketing efforts for multinational companies with operations in Thailand and SE Asia
For example, offer Mercedes headquarters in Stuttgart a corporate membership for all of their employees with involvement in Thailand and SE Asia
Corporate Membership Target small companies that do business in Thailand
Import/export companies
Direct Marketing Programs: Direct Marketing Programs PROGRAM DETAILS
Establish relationship with corporate travel department
Send comprehensive selling package that outlines benefits of Thailand Elite to corporation and key executives
Present advantages of Thailand Elite corporate membership
Financial savings for corporation
Provides a highly desirable benefit to expatriate employees
Higher status and greater access for corporations that have corporate Thailand Elite memberships Corporate Membership
Direct Marketing Programs: Direct Marketing Programs PROGRAM DETAILS
Create partnerships with leading corporate travel entities
Partner with leading corporate travel agencies:
American Express’ Rosenbluth
Partner with leading corporate travel specialists:
Cendant’s Travelport
Partner with leading corporate online travel companies:
Orbitz
Galileo
Use Thailand Board of Investment as resource Corporate Membership
Direct Marketing Programs: Direct Marketing Programs CORPORATE MEMBERSHIP BENEFITS
Corporate member benefits may need to be restructured to better serve the corporate interest
For example, immigration status and benefits may be more valuable to employees than land ownership rights
For example, allow expatriate corporate members to entertain Thai citizens using Thailand Elite privileges
Provides extra status for expatriate
Signals to Thai citizens that this is a serious business partner, because they invested money in purchasing a corporate Thailand Elite membership
Corporate Membership
Direct Marketing Programs: Direct Marketing Programs CORPORATE MEMBERSHIP PRICING
Current pricing—$50,000 for corporate membership with three members (names)
Explore a “master” corporate membership
For corporations with more than three potential members or a frequently changing group of expatriates
Offer corporate membership on a licensing basis or sliding-scale fee based on total employees
Offer base corporate membership plus annual fee based on total number of employees visiting or based in Thailand
Base price of $50,000 plus annual fee per additional member employee or expatriate
Allows for flexibility in corporate membership Corporate Membership
Direct Marketing Programs: Direct Marketing Programs CORPORATE PROGRAM PRICING CHART An example of a sliding-scale “master” corporate membership
Corporate Membership
Direct Marketing Programs: Direct Marketing Programs CORPORATE FOLLOW-UP
Track corporate programs and response in database
Ensure that each corporation has fully understood the Thailand Elite program and its benefits
Create appropriate “push/pull” programs
Currently researching personal selling programs for high potential corporate prospects Corporate Membership
Direct Marketing Programs — Lead Generation — Corporate Membership — Event Sponsorship: Direct Marketing Programs — Lead Generation — Corporate Membership — Event Sponsorship
Slide39:
“When customers interact with brands on their own terms rather than being talked at through only traditional media, the brand can become integrated into their lifestyle in a more meaningful and personal way.” —Mercedes spokesperson
Direct Marketing Programs: Direct Marketing Programs MERCEDES—CORPORATE EXAMPLE
Mercedes sponsored 16-city tour in U.S. to promote the entry-level C-Class model to younger buyers
4 months in 16 cities
Reach 40,000 prospective C-Class buyers Event Sponsorship
Direct Marketing Programs: Direct Marketing Programs EVENT INVITATIONS OVERVIEW
Send 500,000 Event Invitations to our target profile
Invitation to attend an event sponsored by Thailand Elite
Target profile identified with exclusive, affluent events
Co-opt high affinity lifestyle brand users while using their brands
Invitation lists are the elite or high-value customers of the event partner
Event partners selected based on potential members and relevance of partnership
Event Sponsorship
Direct Marketing Programs: Direct Marketing Programs EVENT INVITATION DETAILS
Create and test different types of events
Introduce Thailand Elite benefits by demonstrating the benefits
Plant the message that Thailand Elite fits their lifestyle
Events customized to each target’s interest:
FlexJet (fractional ownership private jet) event would feature Thailand Elite
Event would establish relevance, for example, consider a dedicated FlexJet to Thailand from key cities
Lure of exclusive event would motivate our target to identify themselves as someone who wants more information about Thailand Elite
Event Sponsorship
Direct Marketing Programs: Direct Marketing Programs PLANNING
Promote 10 major high-end, ultra-affluent events for Thailand Elite
Create events to attract likely Thailand Elite members
Sponsor existing events to attract likely Thailand Elite members
If possible, mix prospects and members at same events
Exploring opportunities with Levy, Pazanti & Associates
Events selected will have strong editorial possibilities
Events would highlight aspects of Thailand Elite showing how Thailand Elite fits into their lifestyle
Aspiration—display real Thailand Elite Gold Card at every event Event Sponsorship
Direct Marketing Programs: Direct Marketing Programs EVENTS UNDER CONSIDERATION
Automobile Events
Sales Partner Event
Yacht Event
Horse Racing or Polo Event
Golf Event
Fractional Ownership Private Jet Events
Business Events
Quintessentially Member Event Event Sponsorship
Direct Marketing Programs: Direct Marketing Programs EVENT FOLLOW-UP
Deliver complete Thailand Elite membership and brand details to the person attending the event
Follow-up with additional reminder messages
Track attendee in database for future marketing efforts to close the sale Event Sponsorship
Key Marketing Strategies Trade Marketing: Key Marketing Strategies Trade Marketing
Trade Marketing: Trade Marketing OVERVIEW
The trade is an essential part of the sales process
The trade is the trusted link between the potential member and Thailand Elite
Thailand and TAT are well-known by trade
Thailand Elite needs to become as well-known to the trade
Potential members may go to their trusted travel agent to seek:
Independent verification of Thailand Elite benefits
Get questions answered
Purchase—along with travel plans to Thailand
Trade Marketing: Trade Marketing TRADE SALES FORCE
Trade acts as the Thailand Elite sales force
Leverage these sales teams to take advantage of existing relationships between the travel agent and the prospective Thailand Elite member
Trade program follow-up
Trade marketing efforts will be managed in the database to ensure maximum return on efforts
High-performing trade partners may be offered additional incentives and exclusive offers
Trade Marketing: Trade Marketing TRADE PROGRAM
Highly informative sales materials will be sent to travel agencies and travel agents
Travel agencies
Top 50 in U.S.: Amex/Rosenbluth, Carlson, etc.
Top agencies in UK, Germany, China
Independent travel agents
Affluent agencies: Virtuoso
Luxury active travel agencies:
Butterfield & Robinson
Abercrombie & Kent
Trade Marketing: Trade Marketing TAT Trade Shows
TAT presents at 18 major trade shows
Extend the Thailand Elite presence
Piggyback Thailand Elite into TAT shows
Direct Marketing Management: Direct Marketing Management
Slide53: Target An Audience/
Re-target a sub-set Qualify Generate an Inquiry Build a Relationship Build Awareness Sell & Deliver EDUCATE Create Interest Direct Marketing Management
Direct Marketing Management: Direct Marketing Management OVERVIEW
Essential to success that we understand what works
Test matrix—manage variables
Database—track results and potential members
Results analysis—understand what works
Sales Process—how many messages to achieve a sale
Economic Analysis—identify most profitable programs and target audience segments
Direct Marketing Management: Direct Marketing Management DATABASE MANAGEMENT
Purpose of Database
Ensures all of the potential members are tracked
Creates a data-rich system to identify the best prospects
Coordinates marketing efforts for maximum success
Refinement of marketing efforts
Database Details
All prospects and sales leads put into worldwide database
Trade and corporate activities also tracked
Follow-up marketing actions tracked in the database
Records prospect actions—when they buy Track
Direct Marketing Management: Direct Marketing Management RESULTS ANALYSIS
Perform economic analysis to understand what works
Confirmation of cost per sale estimate
Confirmation of length of sales cycle
Understanding the sales process
How many messages or marketing actions does it take to generate a sale?
Determine which test cells performed best
Identifies the variables we will use to generate future sales Analyze
Direct Marketing Management: Direct Marketing Management SALES PROCESS
May require multiple marketing efforts to achieve a sale
Length of sales cycle may vary by target profile
Cost per sale may vary by member segment
Sale may occur after nth message (marketing action):
Publicity
Direct mail invitation to an event
Event attendance
Follow-up by mail and email
Appointment with travel agent to buy Act
Direct Marketing Management: Direct Marketing Management SELF-FUNDING RETURNS
Analyze results from marketing and sales programs
Determine what worked and why
Determine what did not work and why
Reinvest net revenues generated by the sales of Thailand Elite memberships into most successful programs
Stop spending on unsuccessful programs
Self-funding, because new member revenues pay for sales cost to identify and market to new prospects
Geometric expansion of revenues and members Economic Analysis
Brand Definition: Brand Definition MOMENTS OF TRUTH Jan Carlson, president of airline SAS, coined the phrase moments of truth
A moment of truth is any particular point of time where the customer interacts with the products, systems, people or procedures of an organization, and makes a judgment about the quality of the organization itself, or the products and services provided.
He estimated that every year there were 50 million moments of truth between his employees and the passengers.
Brand Definition: Brand Definition BRAND DEFINITION
Brand Definition is the sum of the brand experience, attributes, aesthetics and standards
We will create the brand definition for Thailand Elite
Thailand Elite will be created as a world class brand
Well-defined brand helps ensure success for Thailand Elite in the moments of truth with prospects and members
Brand Definition: Brand Definition BRAND AESTHETICS & ATTRIBUTES
Thailand Elite is a lifestyle brand for those people that enjoy the best in the world
Prospects and members need to value the brand Thailand Elite and claim it as “their brand”
Brands reflect self-image of user
Brands are “badges” that define the user
Brands evaluated by consumers depending upon how well the brand fits their lifestyle
Needs to convey status of membership
Needs to validate the value of the extra privileges of membership
Needs to reassure them of their wise decision
Brand Definition: Brand Definition BRAND EXPERIENCE The Thailand Elite member must perceive the difference in visiting Thailand as a member versus as a non-member
Booking travel to Thailand
Enhanced travel benefits
Immigration
Arrival and departure
In Thailand
Free entry to golf country clubs
Access to medical benefits
Brand Definition: Brand Definition BRAND EXPERIENCE
Members must understand membership privileges
To use them
To feel the status of the membership
Brand Definition program creates:
Member materials
Staff training manual—how to treat members
Brand language
Brand standards
How to talk about the brand
Brand Definition: Brand Definition BRAND EXPERIENCE
Welcome Package
Complete information on program
Details on all benefits
List of Thailand Elite locations, by type of benefit
Thailand Elite quarterly magazine
Thailand Elite books
Email newsletters
Website for members only
Member Satisfaction
Follow-up phone calls
Member surveys
Brand Definition: Brand Definition BRAND EXPERIENCE
Member Referral Program
Satisfied Thailand Elite members will be the most important source of new members
Enlist Thailand Elite members as ambassadors for the program
Give members the materials to recruit their friends
Reward members that refer new members with additional status
Brand Definition: Brand Definition BRAND EXPERIENCE
Future Brand Experience Programs
Multiple Level Membership
Establish multi-tier memberships with different status, benefits and costs
Enables Thailand Elite to segment member market and achieve highest possible total revenue
Loyalty Program
Reward loyal brand members with status and other tangible benefits
Loyalty programs are “price of entry” for many elite travel benefit programs
Public Relations: Public Relations
Slide70: Our Thailand Elite program is the world’s first country membership club. Our kingdom is a warm, hospitable and safe environment, with a rich and varied cultural and historic base. We want to open our doors even wider to that dedicated following of international friends who appreciate those values and who visit our us on a regular basis for vacation or business. His Excellency Thaksin Shinawatra Prime Minister of Thailand 19 November 2003 Public Relations
Public Relations: Public Relations Report results for the first 90 days – millions of Thailand Elite impressions in targeted countries
Expand awareness of Thailand Elite through 2004 story budget
Manage expectations within Thailand, and ensure that we are communicating a united front
Measure impact of publicity efforts in targeted media
Public Relations: Public Relations 90 Day Results
Public Relations: Public Relations NOVEMBER 2003 – Media Briefings & Contacts
Public Relations: Public Relations DECEMBER 2003 – UNICEF Sponsorship Coverage
Public Relations: Public Relations DECEMBER 2003 – UNICEF Sponsorship Release
Thailand Elite press release
Delivered to 3,400 media outlets in the USA
Delivered to 450 media outlets in Germany
Delivered to 440 media outlets in China
Delivered to 240 media outlets in the UK
Delivered to 45 media outlets in Hong Kong
Delivered to 30 media outlets in Taiwan
Pick-ups worldwide
236 outlets including websites, newswires, print, broadcast worldwide
Public Relations: Public Relations Selected Media Placements
Public Relations: Public Relations THAI AMBASSADORS OUTREACH JANUARY 2004—Story Budget
Focus on Germany, UK, USA, Hong Kong, Taiwan, China
Secure interview for head of Thai diplomatic mission with major business media outlet in these regions
Themes
Thailand economic leadership in Southeast Asia
Role of Thailand Elite Program in bringing global capital into Thailand
Public Relations: Public Relations GOLF PARADISE FEBRUARY 2004—Story Budget
Green Valley Country Club—Bangcharong
Natural Park Golf Club—Pattaya
Thana City Golf and Country Club—Thana
Public Relations: Public Relations LUXURY RESORTS MARCH 2004—Story Budget
Sheraton Grande Sukhumvit – Bangkok
Samitiveg Esthetics Institute – Watana
Amanpuri Resort – Phuket
Felix River Kwai Resort – Kanchanaburi
Royal Cliff Beach Resort – Pattaya
Public Relations: Public Relations TAT GOVERNOR – MEDIA VISITS APRIL 2004—Story Budget
New York – New York Times, Newsweek, Wall Street Journal, Vogue, Vanity Fair
Washington, DC – Washington Post, USA Today
United Kingdom – Financial Times, The Times, Guardian, Economist
Germany – Der Spiegel, Frankfurter Allgemeine Zeitung, Frankfurter Neue Presse, DM Euro
Public Relations: Public Relations SILK INDULGENCE MAY 2004—Story Budget
Silk festival – Khon Kaen in November / December
Jim Thompson House – Bangkok
Khanitha Retail – Bangkok
Public Relations: Public Relations HIGH CUISINE JUNE 2004—Story Budget
Bussaracum – Bangkok
Celadon – Bangkok
New Lamduan Faham Khao Soi – Chiang Mai
Public Relations: Public Relations SECRET NATURE JULY 2004—Story Budget
Karst Forests – Krabi and Kho Sok
Mountain Hideaways – Mae Hong Son and Loei
Kao Yai National Park – Tigers and waterfalls
Public Relations: Public Relations BODY & SOUL AUGUST 2004—Story Budget
Dusit Thani Hotel Cooking School – Bangkok
Wat Pho Institute of Massage – Bangkok
Northern Insight Meditation Center – Chiang Mai
International Dhamma Hermitage – Chaiya, Surat Thani
Public Relations: Public Relations GEMS & JEWELS SEPTEMBER 2004—Story Budget
Gem Traders of Chanthaburi – Rubies and sapphires since 9th Century
The Lost Mines of Bo Rai – Stone recovery and cutting
Wualai Road merchants – Chiang Mai, Asia’s crossroads for jewels and gems
Public Relations: Public Relations SPORTING LIFE OCTOBER 2004—Story Budget
Muayu Thai Boxing – International Amateur Muay Thai Federation, Bangkok
Krabi-Krabong Fencing – Buddhai Sawan Fencing School, Thon Buri
Sepak Takraw – Takraw Association of Thailand, Dusit
Public Relations: Public Relations CLASSICAL ARTS NOVEMBER 2004—Story Budget
Dance-drama – Khon and lakon
Marionettes – Hun krabok puppets
Classical music – Phiphat percussion ensemble, mahori string ensemble
Public Relations: Public Relations KING & COURT DECEMBER 2004—Story Budget
Role of King Bhumibol – Thammasat University, Phranakorn
Behind Closed Doors at Dusit Park – Bangkok
Exploring the Grand Palace – Bangkok
Public Relations: Public Relations Managing Expectations
Slide90: Public Relations MANAGE EXPECTATIONS
Steal the narrative
Be open and honest
Demonstrate concern for issues and integrity
Speak with one voice – but with many allies
Slide91:
Public Relations ANTICIPATE THREATS
Terrorist attack
Plane crash
Food poisoning
Media exposé
Diplomatic incident
Slide92:
Public Relations STEP ONE Risk Assessment
Analyze and prioritize strengths and exposure
Comprehensive internal research
Review previous crises
Review third-party alliances and detractors
Slide93: Public Relations STEP TWO Strategic Planning
Build credible third-party alliances for use in a crisis
Prioritize crisis media relationships before needed
Develop key communication collateral and messages
Customized crisis manual and “dark” websites
Slide94:
Public Relations STEP THREE Monitoring And Alert Systems
Identify, intercept and act on misinformation
Monitor and scan media, chat rooms, newsgroups, websites
Tap and evaluate traffic related to consumer complaints, accidents, disasters
Public Relations: Public Relations
STEP FOUR Training And Simulation
Identified appropriate spokespersons
Intensive message and on-camera training
Design and conduct realistic real-time crisis alerts and simulation
Fine-tune existing crisis communication plan
Public Relations:
Public Relations STEP FIVE Respond Immediately
Deploy senior strategists immediately and throughout crisis
Call on global network in major power centers if needed
Issue initial statement within sixty minutes
Rolling issuance of fact-based update releases
Activate dark websites and third party alliances
Public Relations: Public Relations Measuring Our Impact
Public Relations: Public Relations MEDIA MIND
Web-based automated media tracking & analysis
Real-time calculation of reach & impact of media initiatives
Competitive media tracking
In-depth strategic reporting
Slide99: Web-based, password-protected
Public Relations: Public Relations SUPERIOR RETURN ON PR INVESTMENT
On-the-ground, in-market personnel reduces travel costs
Negotiated vendor contracts
Effective team structures and processes
Extensive client roster for potential partnerships
Deep travel industry experience means quick start-up
Our Quality Commitment We will exceed your expectations every day.: Our Quality Commitment We will exceed your expectations every day. Public Relations
What if you could become a member of a club which gave you benefits throughout an entire country? Now, with the introduction of Thailand Elite, that possibility is open to a select few who are friends of Thailand. Members of Thailand Elite will be given recognition and special treatment at spas, restaurants, hotels, and even hospitals. There is no end to the privileges attached to membership – and membership is for life. Juthamas Siriwan Governor Tourism Authority of Thailand November 2003: What if you could become a member of a club which gave you benefits throughout an entire country? Now, with the introduction of Thailand Elite, that possibility is open to a select few who are friends of Thailand. Members of Thailand Elite will be given recognition and special treatment at spas, restaurants, hotels, and even hospitals. There is no end to the privileges attached to membership – and membership is for life. Juthamas Siriwan Governor Tourism Authority of Thailand November 2003 Public Relations
Slide103: Conclusion
Key Measurements of Success: Key Measurements of Success LIFETIME VALUE Estimated Incremental Spending Per Member Over 20 Years
$5,000 per member per year incremental to the Thai economy, based on estimated Bt20,000 daily spending for 10 day visit
Projected lifetime value of 20 years estimated at $100,000
Building a vacation home increases lifetime value more
Economic impact projected to be $250,000 or Bt10 million
Incremental spending of 100,000 members at $5,000 each is $500 million per year (Bt20 billion)
Projected lifetime value over 20 years of Bt400 billion
Key Measurements of Success: Key Measurements of Success SUMMARY OF ACTIVITIES
One million exclusive invitations to join Thailand Elite
Corporate marketing to Fortune Global 1000
10 exclusive events sponsored by Thailand Elite
Trade programs, direct response print and interactive
World class Brand Definition for Thailand Elite
Millions of PR impressions from Edelman
Next Steps: Next Steps FORWARD ACTION Approval to create a Scope of Work document with detailed budgets, activity charts and timetables Direct Corporate Event Trade Brand Definition Public Relations Overhead/ Administration