12 Feb Case Study: Latour Argentina Co-Op Program
Posted at 23:16h
in
Online Media
by Debbie
Challenge
- 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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