Travel industry case study
Ocean Florida: Tactical PPC in a travel downturn
What did Ocean Florida want to do?
Travel City was the largest UK Florida package tour operator. It went bust when parent company XL filed for bankruptcy.
Ocean Florida wanted to garner a big chunk of re-bookings for 2008 and 2009.
How did Tug help them do it?
Aggressive Tactical Advertising – We created eye-catching PPC ads for Travel City- related searches
and launched them the morning the story hit the press. Here's a sample ad:
We increased media exposure on holiday comparison and information sites and aggressively competed for top rankings.
Landing page for Travel City's former customers – We also helped them to build a page that explained consumer rights and offered helpful advice. The re-booking messaging promised to match or beat the cost of the original booking.
How did it all go?
In the first day of the campaign, Ocean Florida took a full month's revenue and received invaluable feedback from grateful customers. This also helped to build consumer confidence and trust in the Ocean Florida brand.
The customer-friendly landing page converted more than half the enquiries into sales in the first 72 hours after the XL bankruptcy news broke.
Overall, the PPC campaign resulted in a click-through rate of more than 20% and an ROI of 1,100%.
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