"Be with your passengers on every step of their way" - Production of a CreateTrips TravelBook Creation Guide for Airlines
Stedt, Joona-Matias (2015)
Haaga-Helia ammattikorkeakoulu
2015
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2015052510055
https://urn.fi/URN:NBN:fi:amk-2015052510055
Tiivistelmä
CreateTrips is a Finnish start-up company that provides a platform for a smartphone application with the same name. With the application, users are able to create and publish their own travel plans, whereas bloggers and companies are able to publish their own travel guides called TravelBooks. CreateTrips plans to attract airlines to publish TravelBooks via this platform.
The objective of this product thesis is to create a business-to-business marketing brochure for CreateTrips. The brochure should attract airlines to publish their own, branded CreateTrips TravelBooks. The means used are showing how this can positively influence the airline customers’ brand loyalty and guiding the airlines into producing content that it suitable for Travel-Books and social media.
The theoretical framework studies the topics of the success of smartphone travel applications, creating contagious social media content that users are keen to share, consumer behavior of smartphone users, business-to-business marketing and brand loyalty, from the viewpoint of how it is formed, built and connected to brand exposure and long-term customer relationships.
The thesis also contains a qualitative survey to 14 preselected participants representing different air traveler categories; holiday travelers, business travelers, backpackers, travel bloggers and flight crew members. The survey was conducted as an open questionnaire to gather ideas and opinions of real users of what kind of content they would like to read from airline-published TravelBooks. The results were implemented alongside with the theoretical framework in creating an efficient and visually appealing brochure that fills the objectives planned.
The final product is a 6-page B2B marketing brochure done to match the CreateTrips visual brand. Its structure and layout are supported by the theories of B2B marketing and its content encourages airlines to publish their own TravelBooks by shedding light on the brand benefits and making the content creation easy by introducing the ways to target different traveler segments. The final product received very positive feedback from CreateTrips.
The objective of this product thesis is to create a business-to-business marketing brochure for CreateTrips. The brochure should attract airlines to publish their own, branded CreateTrips TravelBooks. The means used are showing how this can positively influence the airline customers’ brand loyalty and guiding the airlines into producing content that it suitable for Travel-Books and social media.
The theoretical framework studies the topics of the success of smartphone travel applications, creating contagious social media content that users are keen to share, consumer behavior of smartphone users, business-to-business marketing and brand loyalty, from the viewpoint of how it is formed, built and connected to brand exposure and long-term customer relationships.
The thesis also contains a qualitative survey to 14 preselected participants representing different air traveler categories; holiday travelers, business travelers, backpackers, travel bloggers and flight crew members. The survey was conducted as an open questionnaire to gather ideas and opinions of real users of what kind of content they would like to read from airline-published TravelBooks. The results were implemented alongside with the theoretical framework in creating an efficient and visually appealing brochure that fills the objectives planned.
The final product is a 6-page B2B marketing brochure done to match the CreateTrips visual brand. Its structure and layout are supported by the theories of B2B marketing and its content encourages airlines to publish their own TravelBooks by shedding light on the brand benefits and making the content creation easy by introducing the ways to target different traveler segments. The final product received very positive feedback from CreateTrips.