Holistic Marketing Strategy and consulting for Travel Agency

In my role as a Senior Marketing Specialist, I had the chance to create a 360 marketing strategy for CB Tours Agency. The objective was to devise a thorough plan within annual budget to improve digital visibility and attract valuable clients. This case study details the strategic framework, tools employed, and anticipated results.

CB Tours, aimed to broaden the reach of its brand and position itself as a reliable partner for religious tourism in emerging markets. To achieve this, we crafted a marketing strategy designed to raise awareness, build credibility, and generate leads. The approach centered on developing targeted content, utilizing digital o traditional channels, and engaging industry stakeholders to effectively connect with potential clients.

The primary audience for this strategy included individuals, groups and agencies, particularly those with religious interest and a focus on travel. It was essential to comprehend their challenges, objectives, and influences. We created a fictional persona, to represent the target audience's traits and behaviors. By addressing their needs and illustrating how the Platform could facilitate their goals, we aimed to establish a compelling value proposition.

The marketing strategy was organized around the buyer's journey, incorporating specific tactics for each stage: top, middle, and bottom of the funnel (TOFU, MOFU, BOFU). This involved generating engaging content like blog posts, instructional videos, infographics, and email campaigns to foster awareness and educate potential clients on the MFS Platform's advantages. We planned to enhance visibility through paid ads and participation in industry events to reach key decision-makers.

To cultivate relationships and highlight the agency's value, we suggested hosting webinars, producing white papers, sharing case studies, and showcasing stories. Additionally, retargeting campaigns were proposed to maintain visibility with prospective clients. At the bottom of the funnel, we focused on delivering quotes, testimonials, and requests to prompt immediate actions and purchasing decisions.

The strategy established specific goals and key performance indicators (KPIs) to evaluate success. These included enhancing awareness, credibility, and reputation in targeted regions, as well as boosting social media engagement and search engine rankings. The strategy also aimed for a notable rise in traffic to the page and improved search engine results for targeted keywords.

The annual budget was divided among various initiatives, such as content creation, paid advertising, events, and tool subscriptions. We developed quarterly roadmaps detailing specific activities and expected results. This included investing in high-quality content production, such as guides and reports, and allocating a significant portion of the budget to paid advertising, email marketing and event sponsorships to enhance visibility.

In summary, this holistic marketing strategy showcases a deliberate and focused approach to engaging potential clients in the travel sector. By leveraging digital channels, creating valuable content, and collaborating with industry stakeholders, the strategy aimed to bolster CB Tours' digital presence and generate high-quality leads. With a clear plan and defined KPIs, the brand was well-positioned for success in expanding the reach of its Platform and establishing itself as a trusted partner.

Lina is amazing at what she is doing! She is professional, patient and will go the extra mile to help your business succeed! I strongly suggest her! It was the best decision to work with Lina for the branding of my business 👌

/ Owner of CB Tours