START Effectiveness report on Israel Joint Media Campaign January-March 2015

Dear partners! Coral Travel Ukraine expresses you its respect and sincere gratitude for cooperation. We highly appreciate the support of Israel Ministry of Tourism for promoting destination Israel in Ukraine. 2 Effectiveness report Israel destination

With the aim of enhancing tourism to Israel from Ukraine, Coral Travel conducted in January- March 2015 the activities that included the most efficient marketing mix: Internet and Outdoor advertisement. By these two tools we got highly effective reach and frequency of the target audience. Internet ad (search ad and banner ad) – is a selling media Outdoor ad – is a supporting and coverage media 3 Effectiveness report Israel destination

МАРКЕТИНГ Effectiveness report Israel destination 4 Media consumption for target audience: outdoor is media #2 by coverage (TV is the most expensive media) Outdoor Pros: Regional impact, geo targeting, image delivery, recognizable visual and easy identification of Israel destination and Coral Travel. It provided wide coverage. Data: TNS MMI' 2015 TA: 25-55, high income, cities of 500K+ Cover 1+% (red numbers) - amount of people from Target Audience that contact with advertisement at least 1 time. Affinity, % (white numbers) shows ratio between Target Audience rating and total Audience. It indicates the quality of contacts with advertisement. Internet Pros: Internet is the most affinitive and proper media for Target Audience with high income. It ensures quality audience with regional and demographic targeting possibilities.

5  In our Outdoor campaign in January- March 2015 we focused on the biggest cities of Ukraine: Kiev, Odessa, Dnepropetrovsk, Kharkov  Number of constructions was optimal for effective coverage of cities that provided the high level of visibility during campaign  Totally 45 per flight of campaign (135 for 3 months)  Large format 6*3 and 4*3 of billboards  Locations: city centre and the main transportation roads Effectiveness report / Outdoor Israel destination

Kyiv Kharkiv Odessa Dnipropetrovsk Effectiveness report / Outdoor Israel destination 6 Kharkiv is the second-largest city of Ukraine. It is a major cultural, scientific, educational, transport and industrial centre. The population is 1 452, 900 Dnipropetrovsk is Ukraine's fourth largest city, with about inhabitants. Dnipropetrovsk is a powerhouse of Ukraine's business and politics as the native city for many of the country's most important figures. Odessa is the third largest city in Ukraine with a population of The city is a major seaport and transportation hub located on the northwestern shore of the Black Sea. Odessa is a warm water port also an a multiethnic major cultural center. Kiev is the capital and largest city of Ukraine, located in the north central part of the country on the Dniper River. The population is about 2,847,200, making Kiev the 8 th largest city in Europe. Kiev is an important industrial, scientific, educational, and cultural centre of Eastern Europe.

Effectiveness report /Outdoor Israel destination 7  For each city we defined number of boards in order to cover 40% of TA at frequency 5+ for each month of campaign  Media efficiency benchmark was defined by level of reach/frequency for the approved budget What was the algorithm of campaign? On the next slide you will see how we determined the quantity of constructions necessary for effective coverage for each city. KyivKharkiv Odessa Dnipropetrovsk

8 1. To set objectives of Coverage/Frequency level for each city and calculate daily GRP needed 1. To set objectives of Coverage/Frequency level for each city and calculate daily GRP needed Coverage/Frequency goal Coverage/Frequency goal Quantity of construction Quantity of construction Average rating (RP) of construction Average rating (RP) of construction Daily GRPs 2. Sum of daily GRPs are divided by… 3. …average rating of site by each city (considering of rating optimization during site selection) 3. …average rating of site by each city (considering of rating optimization during site selection) 4. Result: number of sites needed to each city = / Effectiveness report / Outdoor Israel destination

Effectiveness report / Outdoor Israel destination 9 We reached the following results during our Outdoor campaign during January- March 2015 GRP Daily (Gross Rating Point Daily) – the total number of in-Market impressions delivered by an OOH schedule expressed as a percentage of a market population. OTS (opportunity to see) - a basic measure of media exposure. The possible quantity of visual contacts with OOH tools during period. CityQuantity GRP per total Units OTS per day per total qty OTS per month Average optimized GRP per unit per campaign Average city GRP per unit Kiev ,50,96 Kharkov ,01,5 Dnepr ,01,45 Odessa ,81,72

10 We had the efficient outdoor campaign for the following reasons:  High quality media tools choice  Only traffic places  Relevant ad proposition and consumer benefit (sightseeing tour)  Bright creative image of the campaign  Special action for the tourists - «buy the trip to Israel and get for free the excursion to Jerusalem» Effectiveness report / Outdoor Israel destination

Effectiveness report / Internet Israel destination 11 In our Internet campaign we used the most effective and appropriate split of the tools: Banner advertisement with targeting on the relevant and affinitive resources Context advertisement support Landing page - a special lead capture page that specialists of Coral Travel created for Israel Internet Campaign. It contained the most important information/advantages and images for holidays in Israel. Our Search and Banner Advertisement brought all the viewers to the landing page and it generated the calls and the electronic requests that were processed by the call center.

Effectiveness report / Internet Israel destination 12 Banner Advertising Admixer Network - coverage package with a high level affinity. Placement of Banner on this resource covered our Target Audience in the effective frequency and at reasonable CPM. Turne.com.ua – profile travel portal with a high concentration of our target audience. It allowed us to bring the advertising message and to reach our target audience during the campaign period. Google/Yandex Search – an efficient tool that allowed to lead targeted traffic to landing page and provided high conversion rate. Yandex and Google are the most popular search engines in Ukraine. We selected the relevant words and phrases, by search of which our advertisement was shown. As a result - the advertising message was shown only to the interested audience. CPM – is the cost per thousand impressions Affinity - the index that shows the ratio of target group rating to the rating by the population as a whole

Effectiveness report / Internet Israel destination 13 Landing page of Internet Campaign

Effectiveness report Internet Israel destination 14  received impressions  we reached unique visitors  average CTR was 0,26%  received clicks  average CPC (cost per 1 click) 7,93 UAH  average СPM (cost 1000 impressions) 20,52 UAH We reached the following results during our Internet campaign in January- March 2015

The best activities in tourism from Coral Travel 15