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Sri Lanka online Joint Marketing Campaign: How to boost sales to Sri Lanka through “Sri Lanka Duo” Microsite Campaign France - 2009

  • Services : Consumer Promotion - Representation - Trade Development

Brief

SriLankan Airlines and the Sri Lanka Tourism Promotion Bureau asked Interface Tourism to boost sales figures during the low season (May-June and September).

To support this campaign, SriLankan Airlines agreed to offer a special discount on ticket fares to a series of tour operator partners (up to 500 € discount was given to 20 Tour Operators).

The campaign objectives were to:

  • Sell packages proposed by Tour Operator partners
  • Boost website visits (a dedicated campaign microsite and TO partners' websites)
  • Increase French visitors
  • Raise profile of Sri Lanka (recognition & visibility)

The main targets:

  • Young adults (Managers – Dynamic)
  • Active seniors
  • Families (with or without children)

 

Tactics

  • Interface Tourism designed a FULL FLASH Microsite (http://demo.keyline.fr/srilanka) based on the visibility of Specially Discounted Packages and the promotion of the destination (through interactive map, video).
    • Visibility of the packages with direct links to the booking engines.
    • Destination promotion through a design which represented the entire universe and was attractive, interactive and elegant, as corresponds to the destination's new branding. The destination section included a dynamic map introducing its principal tourist attractions.
  • A targeted Cost Per Impression campaign enabled Sri Lanka Tourism to fulfil 2 combined objectives: Performance (sales) and notoriety (image). Interface Tourism focused on 3 leading major consumer sites with strong affinity to our core targets.
  • To address the commercial objectives of the campaign (sales), in combination with a CPM campaign we set up a PPC* Campaign (Cost Per Click or PPC: Pay Per Click) This encouraged a strong campaign conversion rate (sales).

Click on the pictures to see the slideshow

Result

  • Increased notoriety of the destination: a total of 3.757.719 impressions in leading information consumer websites: Le Monde, Le Routard, Easyvoyage.fr
  • Average click: 0,29%
  • PPC campaign: 28.061 clics
  • Sales Results: 225 – 250 bookings
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