- To increase leads for Kuoni’s travel expert team at a lower CPA.
Our strategy incorporated three streams of activity:
- A focus on Kuoni’s product portfolio.
- Constant measurement and analysis of commercial performance, including attribution, which showed a reduction of CPA for in-store appointments and of 26% for inbound calls.
- A move beyond keyword targeting by developing in-depth understanding of Kuoni’s target audiences, so we could factor in their motivations, behaviours and information goals.