- Known for freight/logistics, briefed to develop passenger business
- Drive bookings from the UK website
- Develop sites for France, Germany, Holland, Poland and EU
- Optimise return on advertising spend
- Plan a campaign with the Flanders Tourist Board
- Optimised the website to deliver high visibility traffic within natural listings
- Two Affiliate programmes established
- Used PPC tactically for Flanders, adding contextual advertising for a more advertorial approach and behavioural targeting to consumers visiting other travel sites
- Introduced a ‘roadblock’ for the Flanders campaign on telegraph.co.uk and a total of 21 networks for initial impact
- Webstats measured campaign performance and a bespoke ROI and visitor system analysed and compared trend data on visitor source, revenue generation, conversions and profit
- Massive increases from SEO compared to previous years for visitor traffic, conversions and revenue. CPA of 20p
- Conversions in July ’09 were up more than 10% in a poor economic climate
- Revenue from the continental sites reached similar level to UK site
- Return on advertising spend of Affiliate programmes c. 1,000%
- Just about to run the Flanders campaign for a third successive year
