Case Studies_

We Walk the Talk

Our long lasting relationships with clients combined with the fact that 90% of our new business is via professional recommendations speaks volumes for both the work we complete and the service we deliver.

Don’t take our word for it check out for yourself a few sample case studies to gain an understanding of what we can do.

Client: Northern Territory Tourism Australia

Brief: Activate and manage the UK roll-out of a global marketing campaign to target first time visitors to Australia, with specific emphasis on the ‘Grey Nomad’ and ‘Youth Backpackers’ audiences. The success and measurements of this campaign were based on driving traffic to the UK part of the website, demonstrating an increase in the number of banner clicks and ultimately generating an increase in the number of UK bookings.

Approach: The campaign was structured to follow our target audiences along the path to purchase. The key platforms used for this campaign were Google Adwords, Google Display, and Facebook ads.

AdWords: We used long-tail and destination specific keywords (which indicate higher level

of intent) to drive qualified traffic to promotion and dedicated landing pages. We maximised AdWords opportunities by ensuring all relevant site extensions are live (i.e. sitelinks, callout extensions, structured snippet), as well as capitalising on AdWords expanded ad formats.

Display Network: Price lead and package related ads to drive traffic to a selected banner and / or partner page where a booking can be made.

Remarketing: This played a key role across all platforms and we served a combination of text ads and banner ads to those that have previously engaged with any of our other ads (across each channel) or who had visited certain pages on the website.

Facebook: Using the audiences which have been built in the prospecting stage we served

traffic driving ads which will lead to a mix of dedicated landing pages on NT with click now

banners and to offer pages on the partner websites.

Results:

• Traffic to the site was 40% higher than the target set.
• Banner clicks were four times higher than the target set.
• Target cost per conversion was 80% better than the target set.

northernterritory.com

Client: Radisson Red

Brief: Establish a brand and sell a lifestyle concept BEFORE we had any hotels to physically showcase. Our remit was to deliver this across a mix of digital platforms.

Approach: We researched our target audience lifestyle interests and created an online magazine with content focussed around three brand pillars; art, music and fashion. In addition to the lifestyle content we also produced and published City guides which showcased how visitors could ‘live like a local’ in each destination. Every guide highlighted the best food and drink, independent shops, art and culture and the music scene for each hotel location. We sourced content from local people who were representative of our target audience and worked with local photographers.  Our content was promoted in varying formats across Facebook, Twitter, Instagram, Snapchat and YouTube.

The success of the strategy was then emulated for each individual hotel, for which we wrote the social media brand guidelines and provided training for all new hotel openings (from 2015 to 2018)

Results:

• • Achieved target bookings in advance of the hotel opening.
  • Build almost 100k social fans within less than 3 months.
  • Shortlisted for Marketing Society Brand Development Award 2017.

radissonred.com

Client: Tourism Thailand

Brief: Develop a social media strategy that facilitates growth and engagement on key social media channels. The objective of which is to promote Thailand as the holiday destination of choice to UK based target audiences.

Approach: Our strategy was based around a collaborative content approach, with a broad range of stakeholders including, tour operators, hotels and resorts, PR, journalists and of course travellers to Thailand – to name a few. The strategic approach was underpinned by the ethos ‘Sharing is Caring’. A well-used cliché within the social sphere, however one that was perfectly apt for Tourism Thailand. We shared content (in varying formats and across multiple platforms) relevant to our target audiences at each phase of the booking cycle, we showed that we care about the tour operators by working with them and we showed we cared by taking on board the feedback and insights visitors to the country provide.

Results:

• 314% increase in Instagram followers within the first 12 months.
• 11% ave engagement rate for Instagram posts.
• 4% ave engagement rate for Facebook posts.

www.tourismthailand.org