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
Solution
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
Results
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
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