Date: 23 Nov 2018
Cat:

tour operator multi platform co-op

tour operator multi platform co-op
Nuts and Bolts Results
Increased the profile of the region to an affluent consumer audience
Positioned the region as an accessible US road trip destination
Educated the UK travel trade about a lesser known area of the USA
Successfully positioned the region by reaching a digital audience via some of the most popular platforms in the UK with almost two million impressions
Delivered a 21% year-on-year increase in room nights to the region, increasing revenue across the board.
ROI 61:1

kbc worked in partnership with specialist North America Travel Service (NATS) to market the Real America region to UK travel agencies, homeworkers and consumers from May-July 2018.

With multiple elements, the project kicked off with a poster campaign across all NATS’ branch windows, with the poster also being distributed to 2,500 travel agent partners – who also received a trade e-shot about the region. kbc also designed and sent out an inspirational solus e-shot with itinerary suggestions to NATS’ database of 40,000 existing clients.

Banner and MPU adverts linking to the Real America pages of NATS’ website were run on some of the UK’s most popular websites including Sky Sports, Netflix, Argos and The Telegraph. In addition to this activity we also ran a full page feature in the NATS’ consumer magazine with a print run of 55,000.

All the above was supplemented by regional newspaper advertising featuring sample fly-drive itineraries featured in 27 regional titles across the UK including Yorkshire Post, West Sussex County Times, Edinburgh Evening News, Derbyshire Times, Portsmouth News and Scotland on Sunday

Objectives:

Increase sales to the region by working in partnership with a US specialist tour operator

Promote the region to an affluent audience through a multi-channel campaign

Educate UK travel agencies, homeworkers and consumers about the region

Increase enquiries and holiday bookings by generating excitement about the region

 

Results

The E-shot: displayed to 4,631 with a click through rate of 13% (above industry average), with the digital advertising achieving 1,940,303 impressions over three months with 636 link clicks. NATS reported bookings of 634 room nights (21% increase year-on year) with a value of $248,135 (9% increase year-on-year)

NATS Vacationer RMI

“We have worked with KBC for many years, and without doubt, they are one of the most professional and focussed representation teams within the travel industry. I find them to be pro-active, organised and always available to assist where and when necessary. I feel confident in trusting their opinions and know that I will have their full support on any projects we conduct together.”

Karen Farrar
Product & Marketing Manager, North America Travel Service

Testimonial Karen Farrar