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
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