12 Feb Case Study: Latour Argentina Co-Op Program

• Create a distinct brand position in the US market for packages to Argentina
• Provide US consumers with meaningful reasons to visit Argentina
• Increase sales through Latour
• Inspire US travel consumers and travel agents to learn more about Argentina

• Designed and implemented a marketing strategy and plan
• Developed an online campaign targeting consumers and the travel trade through the use of online banners, E-newsletters and emails
• Increased the scope of the program by using print media such as The New York Times
• Coordinated and managed a series of travel agent seminars throughout the country
• Captured value minded travelers by emphasizing the buying power of the dollar in Argentina

• Campaign ran for 6 months with a $10,000 per month budget
• Program analytics showed a 17% increase in Latour’s Argentina consumer sales and a 23% increase in travel agency sales over the comparable year earlier period
• A survey of Latour’s travel agents showed a substantial awareness of Argentina as a top South America destination