The client: Travelport
Travelport are a global organisation that install and manage Global Distribution Systems (GDS) into travel agents. The systems allow travel agents to search for and book holiday essentials including flights, hotels, and car hire.
The challenge
Travelport systems provide suppliers with a powerful advertising tool, as they can promote their services to agents. Travelport needed to:
- Locate marketing data from within the emerging global markets
- Generate new business for their partner marketing solutions from the emerging markets
- Receive a campaign that could cross the geographical and cultural boundaries of the diverse audiences
- Distribute the campaign and be able to track and measure response rates to determine a tangible "cost per lead"
The solution
By taking a holistic approach to the campaign Clever Marketing brought together data, design & delivery with our campaign solution. The solutions worked by:
- Auditing Travelport's database and identifying additional data requirements
- Producing a simple design which overcame the geographical and cultural variations of the audience whilst remaining impactful and simple to deliver
- Incorporating multiple levels of personalisation providing a unique user experience for each recipient, with ability to track user interactions
The results
The results surpassed the expectations of Travelport by:
- Delivering over 150 direct submissions to their sales teams
- Increasing the ability to profile contacts based on their interactions in the campaign
- Providing results which gave an insight into the needs and decision making factors of target audiences in a rapidly developing market
- Providing a cost per lead figure that outperformed all their previous routes to market
The future
As a result of the campaign, Clever Marketing were commissioned to expand the format to include other Travelport business units and solutions. Best practice learnt from the first campaign helped to shape an improved response process to enquiries for Travelport sales teams and a better path for converting leads gained into orders. Clever Marketing through on-going consultation on all areas of Travelport marketing activity has become an integral in supporting Travelport with their marketing plans going forward.
