Inspire + Motivate = Booking
Scotland's Largest Travel Agent + Canada.
Scotland's Largest travel agent who operates over 300 stores has a number of key distinctive brands offering a range of package, flights and holiday options for a number of segments across the country.
The company teamed up with a number of Canadian travel companies including Air Transat for Canada Day; the national celebration of all things Canadian.
The Brief: Drive awareness & Bookings.
The mission was to develop, build and deploy a campaign that raised awareness of everything Canada had to offer; ultimately building it's own brand.
Driving awareness for future bookings was key to ensure longevity of the campaign alongside direct leads for bookings and holidays to travel agents.
The campaign would be step-change for the company and act as it's own innovation out-with traditional marketing inhouse.
Solution: 'Brand Canada'
Building a bespoke Micro-site was key; delivering an unique 'brand Canada' approach from the outset with an interactive live map and featuring a different aspect of the diversity that Canada has to offer - from landscapes and Wildlife to the bustling City Nightlife of Toronto.
The best strategy to raise awareness, drive excitement and gain acquisition of new customers would be through a multi-platform approach across numerous channels that are complimentary to each other – all of this being backed with the use of a Rocky Mountaineer micro-site.
Paid Ad Strategy driven by AI.
The Digital strategy surrounds touch-points with users and with this we’ll use Paid Search and Display as primary platforms to acquire and then re-market.
Initial Acquisition through Google’s Adwords Paid Search or Display across Google & Bing Search and their respective search delivery partners.
Reach millions of users who are in market with our highly targeted approach utilising artificial intelligence – over 1,000changes to paid search targeting each week in live time, continuously optimising for the best cost-per-click.
One size doesn’t fit all and we don’t rinse and repeat campaign activity for any project; instead we are powered by Amazon ML Labs technology along with Google Partnership DoubleClick forecasting, allowing real-time tracking and the optimisation of customer journeys.
"We combined live learning feedback loops into our automated bidding to provide a digital strategy that enhances immediacy and maximised opportunity."