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Scenic, a leading Australian river cruise and tour operator, utilized Traktek's extensive travel and marketing experience to establish the brand and business operation in the U.S.
Traktek established the new Boston office as the headquarters for the U.S. marketing by recruiting travel sales and marketing professionals utilizing our network of personal contacts.
Traktek planned and organized a series of regional educational events targeting consumers and large travel agencies. With our proprietary lists, we designed and sent personalized invitations, conducted follow up phone calls, and advertised through local media to drive attendance.
By identifying a short list of other luxury brands, Traktek facilitated introductions and negotiated strategic partnerships with luxury apparel retailer, Orvis, as well as large university alumni and professional trade organizations.
Traktek designed an intuitive resource for travel agencies to download brochures, review competitor comparison charts, view videos, register for webinars, request custom flyers, and download cabin and ship images.
Traktek designed and developed custom landing pages for affinity marketing groups, including horse owner organizations, teacher associations, university alumni travel groups, credit card partners, and strategic distribution partners.
Within two months of the recommending an organic growth strategy, a mobile friendly website was launched for the U.S. market featuring trip packages that cater to North American travelers. The site included SEO friendly content, lead capture calls to action, and triggered email follow up communications.
After acquiring more than 10k leads in the first year of launching the brand, Scenic wanted to qualify the leads in order to prioritize catalog mailings, promotional offers and follow-up lead cultivation activities by the call center.
To differentiate the Scenic brand from competitors and educate travel agents on Scenic's all-inclusive luxury value proposition, Traktek designed and facilitated a series of travel agent webinars focusing on the most popular European river cruises and amenities of the newly built ships.
Using our proprietary email databases of more than 20k travel agents and 50k international U.S. travelers, Traktek designed and implemented weekly email campaigns promoting Scenic's portfolio of destinations. We also deployed personalized triggered follow up emails to drive interested consumers and agents deeper into the purchase funnel.
Traktek implemented numerous test variations of landing pages, ad text, offers, and creative for display ads to optimize the click through rate, lead capture rate and overall cost per acquisition.
Using a combination of brand specific keywords and destination specific cruise keyword combinations, the remarketing campaign was highly successful in generating repeat visits to the website at a cost per lead that was a fraction of other search campaigns and lead generation sources.
Weekly performance reports are generated to manage keyword bids, average position, daily spend, and impression share for the various ad groups in the campaign. We continuously monitor trends, competitor actions, and sales results in order to summarize performance in a monthly reporting dashboard.
