Target Market campaign for the travel industry
The Brief
To target our travel agents, devising a communication strategy to “give back” with a platform for them, providing inspiration for luxury travel.
The Plan
Group charters which involve private charter of larger commercial airlines are often organised by travel agents due to the administration involved. From business incentive trips providing lucky winners with a complete luxury experience to sports teams and music tours these types of trips require door to door planning and a partner they can trust.
In the short term we created a monthly publication that would support our travel partners. Inspiring them with luxury travel ideas, need to know facts and guides. New and upcoming properties and promotional opportunities. Our longer-term plan was to create a portal, enabling visibility of bookings, additional service options such as branding opportunities and instant messaging for urgent changes.
The Results
The publication was well received by our current travel agents we had no unsubscribes, third party suppliers were happy to advertise new properties, offering higher price promotions and we increased its subscription by 8% in the first year attracting new travel agents to our customer database. Following a customer survey we also improved our customer satisfaction levels and the portal is in high demand.
8%
Subscription growth
