Helping a travel company take flight...
travel company was trying to identify new distribution opportunities in
the face of several challenges to the industry: reduced passenger
travel, the elimination of commissions by major airlines, and increased
use of the Internet by consumers for trip planning. The leaders of
Got2Go Travel were also convinced that the window of time to leverage
these opportunities was short and that they needed to get established in
the market quickly in order to be successful.
leaders of Got2Go Travel recognized that they needed help in identifying
the best consumer segments to pursue and how to reach them. They needed
strategic guidance on branding, positioning, and messaging issues. They
also needed assistance in developing a web site and releasing it to the
company engaged Marketricity to help build their market strategy and
overall marketing program. This was, in effect, the launch of the
company as well.
the last 12 months, Marketricity has acted as the "virtual marketing
department" for the company, to date providing:
Business plan review and input
Market research on key segments in the travel industry
Competitive research on key industry players
Development of key messages
Development of a detailed marketing plan
Development of content for the web site
Implementation and management of the web site
key deliverable was launching the web site, as this was the major source
of new business for the company under the business plan. This meant
identifying sources of web content on travel destinations and suppliers,
as well as developing company specific content and messaging that
differentiated it from the competition.
company launched its first web site in June 2002, a mere 3 weeks after
engaging Marketricity. The company has also followed the business
development program and has established key relationships with suppliers
in the industry. The company is in the process of leveraging
Marketricity to complete a major revision of the web site to include
more functionality, based on customer feedback.
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