Frommers.com

Airline Digital Content Services

Presentation Overview

About Us Content Strategy and Travel Booking Cycle Custom Unique Destination ContentFrommer’s Destinations ContentEvents Guide ContentAirport GuidesMobile Applications Additional Services Case Studies

Airline Digital Content Services

About Us

Frommer’s One of the most trusted names in travel publishing for over 50 years. Part of John Wiley & Sons Inc. (Founded 1807 and NYSE listed).

Unlimited A one-stop, full-service travel content and delivery platform, specifically designed to help businesses attract new prospects and convert them to high-value customers

“I need a break and I want to be stimulated and challenged”

Inspirational destination overviews of key routes

Events

Slideshows

Video

“I’ve had a great time and I want to let friends and family and other customers know about it”

Customers sharing experiences and recommendations via applications on iPhone or iPad

Competition mechanic to encourage participation

“Where are the best neighbourhoods? Which are the best restaurants? Most exciting things to do?”

Deep destination articles

Restaurants, nightlife, hotels, shopping and points of interest

“Now I’m in the destination, I want to explore the city/resort, but where do I start?”

Best of luxury, mid-range and budget restaurants

Neighbourhood itineraries

Video, mobile applications with augmented reality.

Content Strategy linked to Travel Booking Cycle

The need for custom contentGrowing requirement for quality unique content optimised for search engines

Custom content process Information gathering - we want to learn as much as possible about your brand, tone of voice, style and customer profilesSEO Consultancy - we can devise your SEO strategy, or work with your agency or in house experts Advise on the most effective content pages and article typesAppoint Project Manager to deliver project Agree project timelines Deliver samples and receive feedback Brief writers and roll out project in full

Key Custom Content ClientsBAKLMHotels.com

Premium Custom Unique Content

Off-the-shelf content

Frommer’s 4,500 destination guides available to licence. From inspirational overviews to one day itineraries and practical information, they will help your customers experience a unforgettable trip

Choose from over 60,000+ Frommer’s points of interest (POIs) including: hotels, shopping, restaurants, attractions and nightlife. All are geo-coded for map integration

Frommer’s expert team of developers can provide you with the technical implementation to best suit your needs: XML API, private label website, or reverse proxy solutions

Frommer’s Destination Content

Events content provides customers with high quality, inspiring and engaging content

Over 10 years, we’ve built the world’s most comprehensive and compelling database of 15,000 events and 300,000 events dates

Our global what’s-on includes:Festivals to Art exhibitionsCarnivals to Opera, Sports to Gourmet Family & shopping

Each event or attraction article includes: dates, venue, costs, detailed description and, in most cases, an image

Premium Events Content

Our Airport guides include the followinginformation

Airport Parking

Distance from the city centre

Airport code and contact details

Terminal information

Airport facilities - Shopping, Eating & Drinking & Internet and lounges

Transport to the city via bus, taxi or train

Links to the airport website

Airport Guides

Localisation services In-house expertise to manage large scale localisation projects to the highest standards

Multi-lingual SEO Consultancy Expert advice on the keyword strategy to drive natural search results

Additional Services

Mobile Applications

Frommer’s mobile guides contain all the latest reviews and authoritative insight your customers need to make the most of a trip

We can white label existing apps, or create custom apps to meet your mobile strategy requirements

Features includeLocal Travel tipsPractical information Restaurant, shops and hotel reviews Interactive Location-based mapsIntegrated walking tours

Destination content can also be delivered via XML into your existing mobile app

Objective To deliver content meet BA’s changing objectives and target demographics

Strategy1) Deliver syndicated events and destination guides to inspire leisure customers2) Develop SEO optimised custom content and around holiday types such romantic breaks and golfing holidays 3) To deliver content for BA’s Opportunities campaign targeting business travellers with worldwide business events

Results on Google ‘Flights to New York’ #3‘Romantic breaks in Paris’ #5‘Golfing holidays in Bermuda’ #1 ‘City break in Amsterdam’ #3

Case Study: British Airways

Objective Provoke UGC content Develop lively KLM communities to create a buzz Boost targeted keywords ‘flight to Amsterdam’ on GoogleIncrease natural search referrals Drive bookings traffic to KLM website

StrategyCreate timely seasonal content articles to target specific communitiesEnsure articles are published in a unique format every timePost on social media sites, blogs and link building blog network which schedules posts for effective and ethical impact on ranking

Results on Google.co.uk Moved ‘Flight to Amsterdam’ from #21 at the end of July to #9Moved ‘Cheap flights to Amsterdam’ from #102 to #30 Moved ‘Amsterdam flights’ from #50 to #11

Case Study: KLM Social Media Campaign

Frommers.com

Please contact: Lindsay Brook-Hartop

lbrookhart@wiley.com +44 (0)207 770 6066