Promotional offer for a cruise company in the Russian professional tourism market (B2B)
BANKO Media Holding
2017
BANKO is a media holding company active in the tourism industry since 1997, the major and reputable expert in the field of travel. The company plays a key role in the sphere of B2B-tourism in Russia in terms of communications and shaping public opinion.
PROJECTS OF BANKO SERVICE
A website for tourism specialists, active since 2000. Audience: 16-18,000 unique visitors a day.
A prestigious business outlet in a modern format, it comes out since 1997. Before 2014 it was published monthly, now – two times a year, right before tourism exhibitions. Circulation – 10,000 copies.
An online magazine about life in tourism, created in 2012. The basic content consists of analytics, ratings, major events coverage. Audience: 5-6,000 unique visitors a day. The online magazine continues the traditions of the printed edition.

The project was started in 2006. Its concept consists in supervising a franchise chain of travel agencies. In 2016 TBG signed an agreement with the chain "Goryachie Tury", thus forming the biggest franchise alliance in Russia including 600 travel agencies from more than 60 cities.
A non-profit project introduced by BANKO in 1997. Since then travel agents have been polled about travel destinations popularity and their preferences in cooperation with tour operators and the ratings have been published four times a year.
BANKO Service has a vast experience of event organization. In Sept. 2016 the first International Tourism Investment Forum took place. It gathered together more than 300 participants: tour operators, travel agents, hoteliers, IT-developers. The next forum – Sept. 2017.
THE CRUISE MARKET IN RUSSIA
Behavior of demand for sea cruises in Russia (B2B)
2%
2014
Agencies actively dealing in cruises
Based on the poll of 600 Moscow travel agencies
16%
2016
Agencies actively dealing in cruises
Based on the poll of 400 Moscow travel agencies
18%
2014
Agencies dealing in cruises from time to time
Based on the poll of 600 Moscow travel agencies
28%
2016
Agencies dealing in cruises from time to time
Based on the poll of 400 Moscow travel agencies
The number of travel agents ready to deal in cruises has increased more than twofold in two years – from 19,7% to 44% of the total amount of the Moscow market. It shows that this segment has big potential in big cities, such as Moscow.
Competitive positions of tour operators in the B2B-market of cruises in Russia
Most of the companies in the status of a "cruise tour operator" in the Russian market also work as "cruise shops" with a broad assortment, i.e. they are large specialized travel agents.
PERFECT PROMOTION PROGRAM FOR A START
1
Key information about your company
Promo page in Russian used as a landing page for all the other advertising activities. Created at HotLine.travel.
$2000
2
Uniqueness of your project, its core
Interview with a top manager of your company in the printed edition of HotLine.travel magazine, two pages with a photo. Next issue – March 2017.
$10 550
3
Business strategy, relationships with partners
Interview with a top manager of your company in the online edition of HotLine.travel.
$1380
4
Workshops in cruise sales techniques
Articles in the online edition of HotLine.travel, three issues
$819 per issue
5
Sales support
Banners at TourDom.ru
$1500 a week
6
Online test of knowledge of the cruise product
Training at TourDom.ru
$350
In Russia cruises are luxury products approachable for about 20% of highly educated travel agents. That's why for contact with this audience we have used mainly intelligent promotion tools: articles, workshops, online trainings.
WAYS OF MAKING AN ADVERTISING CAMPAIGN MORE EFFECTIVE
Feedback
Use interactive tools, i.e. take steps to inspire feedback – online tests, contests, special events, etc.
Reward
By all means award honorary titles and reward active travel agencies – for both sales and taking part in special events
Loyalty
Use loyalty programs – both seasonal and long-time
Events
Hold offline events, contact retailers directly
CONTACTS
Tatyana Dmitrova
President of BANKO Service
Skype: dmitrovat
E-mail: dmitrova@tourdom.ru
Your contact at BANKO
Dmitry Vasin
Skype: merrymaker90
E-mail: reklama@tourdom.ru