- it's all about hitting KPIs

The challenge

The challenge

Background - A large tourism company, recently purchased it's third cruise franchise (now holding a very large market share), is in need of market education to promote cruises(generate demand).

Goal - Covering a new critical mass, segmenting different audiences and meeting them with personalized messages to increase brand awareness and sales.

Market - Tourism, cruises (local market)

User Concerns - the audience is unaware of how great and accessible cruise vacations are.

Solution

Solution

  • First interaction - creating demand with an article that compares different vacation types with a clear winner - cruises.
  • Second interaction - positioning in the user's top of mind the 3 franchises owned by the tourism company as the best cruise companies.
  • Third interaction - segmenting the users by their interest for specific destinations(Alaska, Caribbean, Europe etc. ).
  • forth interaction - providing a time limited value offer for users to speed up the decision making time .

The end result:

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