Date: 23 Nov 2018
Cat:

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 (now known as The Great American West) region to UK travel agencies, homeworkers and consumers from May-July 2018

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

Key Elements

  • Poster campaign: displayed in NATS branch windows and distributed to 2,500 travel agent partners to display
  • Trade e-shot: dedicated e-shot about the region to database of 2,500 travel agent partners
  • Consumer e-shot: solus inspirational e-shot with itinerary suggestions and activity ideas across the region to NATS’ database of 40,000 existing clients (past bookers and enquirers)
  • Digital advertising: run of network via some of the UK’s most popular websites including Sky Sports, Netflix, Argos and The Telegraph – included banner and MPU advert linking to Real America pages of NATS website
  • Consumer magazine: full page feature in NATS’ consumer magazine with a print run of 55,000 – Distributed in target areas around NATS branch locations and racked in branches, delivered via trade sales executives to key partner travel agencies & mailed to re-targeted clients who have booked within the last three years
  • Regional newspaper advertising: advert 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
  • Investment: $4,000 match-funded by NATS

Results

  • E-shot: displayed to 4,631 with a click through rate of 13% (above industry average)
  • Digital advertising: 1,940,303 impressions over three months with 636 link clicks
  • Bookings: 634 room nights (21% increase year-on year) with a value of $248,135 (9% increase year-on-year)
  • ROI: 61:1

“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