1. W&ONDERFUL SEASONS IN SOUTH AFRICA Ubuntu Proposal 2010 27 September 2010

2. . W&O Travel A leading luxury travel company Tour Operator specialising in South Africa Part of Western & Oriental plc ATOL Bonded

3. . Campaign Overview Campaign Name W&Onderful Seasons in South Africa Objectives To drive bookings year round Highlight the depth and diversity of South African through the seasons To deliver an excellent Return on Investment Strategy We will create an innovative eye catching inspiring campaign To create a WOW brand partnership with Karen Millen (or similar partner) To increase bookings, drive traffic and raise the profile of South Africa and a greater understanding of the product detail (food, wine, culture and spa) To use a wide, integrated, marketing mix optimising social media To launch the campaign in January and run it throughout 2011 Offer an amazing once in a life time prize for 4 winners

4. . Our campaign Target Market Couples Luxury Honeymooners Age 28-52 AB social demographic Living in the South East of England, London and Edinburgh First time visitors to South Africa & those seeking a ‘deeper’ second experience Return on Investment To achieve 100 new bookings Generating new sales of £600,000 Total new clients 220 Putting South Africa on shopping list for future holidays

5. . We will deliver results £25,000 investment Launch in January but website will run online throughout the year To drive 50,000 visits to the micro-site To generate 555 enquiries To enable an 18% conversion To create an additional 100 bookings Generating new sales of £600,000 Raising the profile of South Africa and build on the launch of W&ONDERFUL W&O Travel program

6. . The idea – a country for all seasons We will create a W&Onderful micro-site highlighting South Africa in every season. The site will take on the style of an online magazine allowing us to highlight food, style, travel, news, sports and culture It will make sure W&O Travel’s clients visit at the best time for them and have the best experience as well as encourage travel year round We will create distinct seasonal products highlighting the best South Africa has to offer in those months: The Winter Collection: Cape Town is the place to be this winter; take in a tour of the winelands The Spring Collection: The Garden Route is the perfect tonic this spring The Summer Collection: It’s all about wildlife this summer with top safaris in the Kruger and whale watching The Autumn Collection: Don your hiking boots and explore the hidden gem of KwaZulu Natal and Drakensburg National Park *We will play on the fact that the seasons are opposite in South Africa

7. . The BIG competition: A Day in the Life of a Travel Journalist To drive traffic to the website and to engage with the public and the trade we will give four people (including one travel agent) the opportunity to travel to South Africa in the guise of a travel journalist and experience the best of the country and that season. One person will travel per season We will work with our industry partners to sponsor these four amazing itineraries covering food, wine, culture, wildlife, adventure, self drive and make sure our winners really get under the skin of the country To win people will have to write 200 words on why they love South Africa and what is their favourite season This competition will create the necessary buzz online to drive numbers to the website and generate media coverage Our winners will have to commit to inputting into a social media plan, which will include a travel blog and sendings tweets whilst they are in South Africa Having four winners going out over the year, brings longevity to the campaign which will run throughout the year

8. . Brand Partnership As part of the Style section of the micro-site and to give further distribution we will create a brand partnership with Karen Millen (or a similar partner) and give away two Karen Millen wardrobes to the value of £500 each. This will run as a runners up prize allowing the winner to pick up a stylish wardrobe to wear in Cape Town next winter! This will help us drive numbers to our micro-site and leverage Karen Millen’s database (25,000) names and their active Facebook and Twitter feeds. This will be invaluable data capture and we will be able to target competition entries with amazing offers W&O Travel did a very successful brand co-op campaign with Karen Millen in 2010; driving 14,000 entrants into a joint competition, with one third opting in to receive information from W&O Travel

9. . Campaign Mechanics W&Onderful South Africa Offers To convert interest into bookings and drive sales we will create specially negotiated packages for each season. We will have four key packages per season highlighting the best of that season. This will cover all four corners of the country and include everything from wine tasting, gourmet to self drive and whale watching Involving the trade It is very important to involve the trade to drive bookings. We will open up the competition to the trade and highlight the offers with an email to the trade and window displays for our 200 top agents, plus online banners To further optimise the campaign we will host a themed South African dinner in April for 20 agents.

10. . Campaign Mechanics Online traffic drivers The key to the campaign will be driving numbers to the micro-site. We will do this with: the competition, email blasts and PPC We will drive numbers from the newly launched W&O Travel website (45,000 monthly uniques) and W&O Travel Rainbow Tours (15,000 monthly uniques) Online behavioural targeting campaign

11. . Campaign Mechanics PR We will look at using PR to get our offers featured in the late columns along with targeting bloggers and online photo galleries to drive numbers for our competition and to our micro-site Social Media Social Media will be a very important part of the campaign. We will use the competition to create real buzz online on Facebook and Twitter. The resulting blog coverage of our competition winners will give us plenty of material to garner coverage online Karen Millen has a well followed Twitter feed and well supported Facebook page

12. . Budget ActivityBudget Microsite Build£5,000 W&O Travel & Rainbow Tours Home page takeover for one month£1,500 W&O Travel Rainbow Tours solus email x 2£1,500 W&O Travel Tropical Locations solus email x 2£2,000 Trade email £ 500 Posters for 200 Travel Agent Windows£1,000 Social Media Activity (Twitter, Facebook and Blogging)£3,000 Dedicated PR pushing the offers and the fashion angle£2,000 Karen Millen Prize (no cost) Main Prize Flight taxes x 4£1,000 PPC £2,000 Online Advertising (consumer & trade, incl. creative)£4,000 South Africa Trade Dinner (20 agents)£1,500 TOTAL£25,000 If you have any questions on the campaign please do contact: Adam Hanmer, W&O Travel, ahanmer@bgb.co.uk T 0207 902 2941ahanmer@bgb.co.uk