Tour operator Thomas Cook has refreshed its online marketing approach, including in-house search engine optimisation. With the travel sector increasingly a competitive landscape, the firm hopes the drive will set it apart from its rivals.
The more collaborative strategy, which also wraps up social media and PR, debuted with an interactive campaign. The response-led drive focused on money saving New Year resolutions, directing users to a calculator page, in turn directing them to holidays with which the cash saved could be used.
As well as planting text on popular blogs and organising content generating blogging events, the firm also used traditional media advertising in the form of national newspapers.
A particularly successful effort for the travel firm was its exploitation of social networking. Many leads were generated for the campaign site through its official Twitter account. Feeding travel journalists and bloggers, more than 20 sites effectively carried the campaign.
Talking about the new approach to strategy, the Thomas Cook SEO manager, Nikita Mistry said:
“The travel sector is so competitive now we have to be smarter when it comes to carrying out SEO by combining it with PR and social. In fact it should not stop at those alone but should be incorporated into all Thomas Cook channels.”
The campaign also saw a greater integration of its marketing channels, with the results of the calculator page feeding through to its eCRM database.
With search engines delivering ever more personal search results to users, the industry believes that the creation of engaging and interactive content is key to maintaining and building on ranking position.
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