South Africa Tourism (SAT) has launched their 20 Experiences in 10 Days campaign, and now they’re looking for fresh faces to help spread the word. The program is designed to sell South Africa as an adventurous, romantic, and cultural destination amongst Americans and to that end, SAT is looking for a real-life American couple to star in a new television commercial that is set to air internationally.
The casting director for the new spot is looking for couples ranging in age from 24-36 who are either married or in a committed relationship. They must also be available to attend in audition either in New York (Dec. 5-9) or Los Angeles (Dec. 10-12) and if hired for the gig, be ready to travel to South Africa for filming from January 20 – February 5th of 2012.
SAT promises it won’t be all work however, as the lucky couple selected will be sent off on a free, once in a life time trip to South Africa. During their ten day visit, they’ll have the opportunity to experience luxurious spas, sample the country’s world-famous wines, and soak up the diverse and cosmopolitan culture. They’ll also go hot air ballooning, surfing in the wild waters off the coast, and spot exotic animals on safari.
For more information, check out the Visit South Africa Facebook page where you’ll find the application form. The deadline for entry is Monday, November 28th. Who knows, you might just be the star of the new commercial, and get an amazing free trip as well.
If you could capture your favorite snippets of summer, what would they be? Backyard barbecues? Ambitious road trips? A visit to your favorite lake?
Today’s Video of the Day is a gorgeous montage of summer moments from the French & Italian Alps, compiled by French filmmaker and mountain guide Sebastien Montaz-Rosset. Sebastien writes that he “filmed and edited what I personally like in the mountain culture: sports, lifestyle, art of living, culture and people”. The result is a dream-like sequence that shows off some of the best action and most beautiful scenes that the Alps have to offer.
Share your own favorite moments of summer with us! Submit your photos the Gadling Group on Flickr, or leave a link to your best videos in the comments section below. It could wind up as our next Photo / Video of the Day!
We recently covered the controversy over shark fin soup, so no need to rehash that. However, we were interested in this video staring Yao Ming, arguably the most famous – and popular – Chinese national in the world. In the ad, diners decline to eat shark fin soup after witnessing just how inhumane it is.
Yao, of course, is the dominant center on the NBA’s Houston Rockets. That’s when he’s not nursing the injuries that caused him to miss 77 of 82 games last season. In fact, he’s missed 168 games over the last five seasons. Perhaps he could have used some of the shark fin’s alleged medicinal and virility-enhancing properties. What? Too soon?
Echo power tools has a new television ad for their chainsaws that takes some liberties – though some would say not many – with the intimacy of TSA pat downs. The comical commercial features a man passing through airport security being subjected to a fairly aggressive, yet thorough, pat down of his crotch. Meanwhile, inattentive agents allow his chainsaw to pass through the X-ray machine undetected. He comments that, while he’s willing to put up with a lot of things, he requires that his chainsaw be reliable.
Online travel agencies have had a solid run over the past two years. They picked up some market share as would-be travelers were willing to poke around a little more to score cheap tickets. High rates of unemployment and under-employment and general economic uncertainty, of course, were enough to make consumers value every dollar a little more. This opened an opportunity for online travel agencies to advance in the marketplace, and chip away at the dominance of their suppliers (i.e., the airlines) on the web.
Online travel agencies will have to overcome this tendency by investing smartly and substantially in their own brands. This is what we’re seeing in the latest move by CheapOair, the one of the 10 largest online travel agencies in the sector, in its recent announcement of a marketing mix change, which teases a broader strategic shift given changing market conditions.
A Changing Travel Market
From 2008 to 2010, online travel agencies were able to chip away at the online market share of their suppliers, reducing the suppliers from owning 62 percent of the online business in 2008 to 59 percent in 2010, according to travel industry research firm PhoCusWright. Bargain hunters drove the market, which eroded the importance of brand loyalty.
From 2009 to 2010, PhoCusWright notes a “strong countercyclical performance for the OTA category.” In 2009, sales fell only 1 percent for the sector, compared to 5 percent for the total online leisure/unmanaged business travel market. And, online travel agencies have posted double-digit gains in 2010.
Stronger industry conditions, however, are better for the suppliers, and PhoCusWright observes, “With the rebound continuing, supplier websites will likely regain momentum as the OTA fight to hold on to their share gains.”
In regards to the actual travel experience, ostensibly, the airline’s brand matters most. When a passenger books through an online travel agency, the brand associated with the transaction lasts for a few minutes – or a few hours, depending on the diligence of the buyer’s search. Meanwhile, interaction with the airline’s brand starts during the search for a ticket, persists through the flight and ends sometime after the passenger hops into a town car to get to his ultimate destination. To register in the customer consciousness, online travel agencies need to develop the sort of presences that will keep them top of mind.
This runs counter to the traditional online customer acquisition models associated with the online travel agency business, which involve a combination of search engine optimization, online ads, affiliate programs and social media. These are transaction-oriented tactics, which speak directly to the brand-barrenness of big discounting.
More Than the Transaction
The largest online travel agencies have already moved past transaction myopia: everybody knows the Travelocity gnome, Priceline‘s William Shatner and the likes of “Cooper” from Expedia. For all but the top players, however, investments in mass media brand development (such as television) have generally been eschewed in favor of what’s been known to work. Speaking at Business Insider’s IGNITION conference last week, Buddy Media CEO Michael Lazerow noted that Travelocity grew to $4 billion in revenue through online means before it moved to television to get to the next level.
Yet, for the online travel agency sector to hold its ground – and even grow – in 2011, brand has to matter more, and this means casting a wider media net. This, plus the size of CheapOair relative to its competitors, is what caught my attention about its recent media diversification. The company is launching its first television ad campaign, “Get More for Less,” in an aggressive move to get out in front of the imminent online travel market shift.
The move to television is an aggressive one, and it comes a bit ahead of “schedule” for CheapOair, if you use the Travelocity number as a reference point. Expedia pulled in close to $3 billion in revenue last year, for example, and Priceline at $2.3 billion. Travelong/CheapOair generated $825 million in revenue in 2009 and has grown at a year-over-year rate of 45 percent this year, resulting in forecasted 2010 revenues of $1.2 billion.
The company’s CEO, Sam Jain, says, “TV is a new strategy for CheapOair and as we head into our 6th year we believe this is the right time to expand our marketing efforts. TV is a natural evolution from our current digital marketing and will help build awareness among a larger audience and introduce more people to the brand.” The countercyclical tendencies of the online travel agency market relative to travel as a whole reinforce this point.
Pointing to the potential for a virtuous cycle, CheapOair’s Sr. Vice President of Strategic Partnerships, Bill Miller, adds, “This new TV campaign should draw in more customers for us which in turn will bring more value to our supplier partners. Our suppliers — airlines, hotels, car rentals —- want valuable and efficient distribution partners. I believe we are all that and more and this TV campaign is just another example of how we can extend our marketing reach on the behalf of our supplier partners.”
Fashion versus Reality
It’s been fashionable among the digerati to claim the death of other forms of media, and I’m as guilty as the rest. But, the reality is that SEO and online ads (a la Google’s pay-per-click model) are becoming increasingly crowded and competitive. Since they are focused on the transaction rather than the brand, they don’t provide for a relationship with the customer that results in a gradual reduction in cost per revenue over time. It’s strictly “pay by the drink,” and that can get pricey.
With the travel market starting to tip in favor of the travel suppliers over the online travel agencies, the costs associated with traditional online marketing will become even higher, as brand brings customers back to the suppliers and online travel agencies chase a shrinking share of bargain hunters. For online travel agencies to compete effectively, they have to make their own investments in branding – a commitment that lacks the predictability of other forms of marketing.
Strangely, television may become the key to winning on the web in the travel industry in 2011. A better market translates to the amplification of the importance of brand, and commercials are still a critical aspect of this in the consumer world.
A battle of the brands is about to break out. The good news is that it’s for your benefit … and you’ll get to watch it on TV!