Travel | Harte Hanks

WE CONNECT YOU TO YOUR CUSTOMERS IN POWERFUL WAYS

Case Study

Challenge

This particular cruise line has a longstanding tradition of luxury, with private butlers and gourmet dining. But their call centers were jammed with scores of unqualified leads. Like everyone else, their media was focused on destinations, and they needed relevance in the younger consumer mindset. Understanding what customers cared about was critical to an effective media plan that drove results on a worldwide basis.

Solution

Through analysis of the cruise line’s own customer data, social listening, and market research, Harte Hanks was able to identify and target a more ideal customer with messaging that catered to their behaviors and needs. This gave way to informed creative and highly targeted media execution, which leveraged the luxury experience rather than the destination, differentiating the brand from other cruise lines. We also improved landing page conversion through user-centric and conversion-focused design.

Focusing on segmentation across all digital channels, we deployed a successful a social media strategy that assisted sales teams and customers alike, greatly reducing unqualified leads. Our landing page optimization resulted in improved navigation, and our SEO strategy resulted in increases of over 90% of targeted search terms in the top 10 search results.

98%

increase in qualified lead volume

11%

increase in display and search rates of clickthrough

78%

increase in landing page conversion

12%

reduced cost per lead through targeting

X