9/17/2018

INTERNATION TRAVEL MARKETING STRATEGY FOR INDIAN

TRAVEL STARTUP
PREPARED BY
NANDAKUMAR
PERFORMANCE MARKETING CONSULTANT
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OBJECTIVE
To identify & understand the channels/platforms, media types, content, expectations and requirements
for AU & NZ campaign.

CHANNELS/PLATFORMS

O PAID SEARCH

O PAID SOCIAL

O RETARGETING

PAID SEARCH - GOOGLE ADS & BING ADS

● Brand
● Competitor/Travel websites
● Keyword Themes: Generic, destination, attractions, travel intent (interest), budget, price
range, duration, departure, offers
● Ad extensions: Location, Sitelinks, Callouts, Structured snippet, Call, Message extensions
● Media type: Text ads

PAID SOCIAL – FACEBOOK & INSTAGRAM ADS

● Lookalike audiences: Purchases, leads & FB and IG page followers
● Combining lookalike + Interest targeting (travel)
● Detailed targeting: Travel, Photography, iPhone, Live Music events
● Behavior & Life-events targeting: newly engaged, newlywed, new parents, parents with
preschoolers, parents with preteens, teenagers and adult children.
● Lead gen ads – collect user details before entering the site
● Placements: Newsfeed, Messenger & IG story
● Media type: Banners (Carousel, Single image, Story) & Videos (IG Newsfeed & Story)

RETARGETING – GOOGLE, FACEBOOK & INSTAGRAM

● RLSA: Add it to the Search campaigns and increase bids for site visitors
● Display, FB & IG: Past buyers, Itinerary creators, site/blog/guide visitors
● FB & IG page engaged visitors
● Dynamic Ads – Google & FB (require pre-set packages)
● Exclude recent buyers
● Media type: Text, banners & Video

CREATIVES – TEXT, BANNER & IMAGE

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GOOGLE ADS – PYT CAMPAIGN

Customized Vacation Packages | Plan your trip to Australia | An

Aussie Specialist
Say goodbye to Packaged tours! Personalize your vacation to Australia
as much as you can.

Unpackaged Australia Vacations | Travel at your own pace |

Hassle-free vacation
Build an itinerary suited to your taste and budget. Start planning now!

GOOGLE ADS – TA CAMPAIGN

UnDiscover Australia | Plan your holiday in Australia | An Aussie

Specialist
There's more to Australia than you know. Explore our handpicked
custom itinerary!

There's nothing like Australia | Plan your trip with | An Aussie

Specialist
Explore our handpicked itineraries to UnDiscover Australia. Customize
per your taste!

  

LANDING PAGE REQUIREMENTS

TA CAMPAIGN:
● Replace Header image overlay text: UnDiscover Australia – on the left
● Move the below box to the right with CTA “Start planning now”
● There shouldn’t be any external or internal links to the website.
● Exit Pop-ups – Talk to an expert instantly or chat with an expert
● Chat should be pop-up in bottom left after 2-3 mins
● Floating CTA: Start planning now (like in website)

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PYT CAMPAIGN
● Existing product flow – Only Australia & New Zealand
● Remove “Visa on arrival” destinations
● List out the Family itineraries, romantic itineraries & theme-based itineraries
● When clicked on “Start planning now” - > Next step “Plan a vacation to” should be
pre-populated with “Australia”, “New Zealand” & “Australia + New Zealand”
● Exit Pop-ups – Talk to an expert instantly or chat with an expert
● Chat should be pop-up in bottom left after 2-3 mins
● Floating CTA: Start planning now (like in website)
● No external or internal links from the landing pages

URL STRUCTURE
● Current URL structure not capturing the user interest

● Require “thank you” or event tracking on clicking “Request call back”, “Get trip cost”

TARGET MARKET
India – Tier 1 cities & Pune, Coimbatore, Trivandrum & Kochi

PRODUCT DEMOGRAPHICS
Age range: 25 – 45; Budget contribution – 90%
Gender: Male & Female

USP’S

Personalized vacations
Best price guaranteed – 2k cashback
Benchmark for Customer delight by Google
Live travel concierge
Backed by the world’s leading travel companies
4.8 rating in FB, 900+ 5-star reviews
Aussie Specialist

CALL TO ACTION
Start planning now
Create customized itinerary
Plan your trip
Craft personalized itinerary

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Plan hassle-free vacation

Personalize your trip
Get planning!
Plan your adventure
Let’s plan your trip

PROCESS

LANDING PAGE CREATAION

CREATIVES (TEXT & BANNER)

ADS ACCOUNT CREATION, BILLING SETUP

PIXEL PLACEMENTS, GA & GTM SETUP

POST FLOW LEAD MANAGEMENT AND DEFINING PARAMETERS

LAUNCH CAMPAIGNS

METRICS AND EXPECTATIONS

● Cost/acquisition – 11,000 INR (2.5% of Avg. order value(4.4lakhs))
● Cost/lead – 1,100 (Considering lead to a buyer is 10%)
● Cost/click – 39.00 (Industry avg. CPC – 111.00)

COMPLETE PROCESS FLOW – PHASE 1

1) GOOGLE ADS ACCOUNT STRUCTURE & LAUNCH

Tasks involved:
- Prepare a bulk sheet with kwds, negative kwds, ads, URL’s and ad extensions
Timeline: 8 hours
- URL Structure – 11 unique URL’s
Timeline: 30 mins
- Google Account creation & billing setup - Done

2) ADCOPIES
Tasks involved:
- Create headlines & descriptions theme wise. 3 variations for each theme. 13 theme * 3 variations =
39 ads
Requirements: char limits

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Headlines: max 30 char (3 headlines per variations)

Descriptions: max 90 char
Best practices: https://support.google.com/google-ads/answer/6167122

Ad themes Example keywords

tour packages to australia, australia vacations,
Generic all incl australia packages
Arts & Culture (Aboriginal, Food, nightlife, food tours australia, australia food and wine
shopping & leisure) travel packages, australia culinary vacations

adventure tours australia, outback tours

adventure, Nature & Wildlife, outdoor, aquatic australia, outdoor adventure travel companies
family trip to australia, family holidays australia,
Family family holiday packages australia
honeymoon trip to australia, australia
honeymoon packages, australia honeymoon
Honeymoon itinerary
tasmania tourism, tasmania holiday packages,
Tasmania tasmania trip
queensland holidays, queensland travel,
Queensland queensland holiday packages
sydney tour packages, sydney holiday packages,
Sydney sydney holidays
melbourne tour packages, melbourne holiday
Melbourne packages, melbourne holidays
holiday packages to brisbane, cheap holidays to
Brisbane brisbane, brisbane holidays
adelaide holiday packages, adelaide holidays,
Adelaide adelaide travel deals

budget trip to australia, cheap holiday packages

Budget australia, travelling australia on a budget
australia luxury tours, luxury holidays australia,
Luxury luxury travel australia

3) LANDING PAGE CONTENT

Tasks involved:
- Create header image content with CTA (use #UnDiscover Australia)

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- Create Description: 2 – 3 lines.
Generic: About Australia, how we differ from competitors, why not group packages, why custom
itineraries
Requirements:
- Create header image content & description for the above 13 themes

4) ITINERARIES – SAM AND TEAM

- Identify itineraries for each theme
- Create headlines for itineraries

5) POP-UP
- Create pop-up content – Need to design and create content (13 themes)

6) LANDING PAGE DESIGN & REQUIREMENTS – SAM, NAREN & ARVIND

Requirements:
- Header image content – CTA on the right side
- UnDiscover Australia – On the left side
- TA Certified, FB ratings all icons to be accommodated in the center
- No internal, external links in the landing page.
- Pop-up in 7 seconds. Same fields as in the “Get trip cost” form but form header content will
change.
- Flashing buttons – all CTA’s
- Require separate URLs for the above 13 themes with specific packages (Min. 3 – 4 packages in each
themes)
- Add canonical tags (DJ will provide the tags)
- Add Google ads conversion tracking, Remarketing code

7) POST LAUNCH – REPORTING/DASHBOARD

Requirements:

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- Report in Plato with the fields:

1. Lead generated date
2. Pop-up form fill / Customize form / Direct call / Message
3. Departure from
4. User details
5. Source/CPID
6. Campaign name
7. Keyword
8. Status of the lead

8) COMPETITOR STUDY
Tools referred SEMrush, Rankwatch

Competitors Keyword Count ANZ avg. spend monthly Avg. CPC

Travel Triangle (Aggressive) 151 63,985.47 35.27
Thomas Cook 26 17,569.14 67.31
Yatra 20 27,192.96 63.98
Cox & Kings 111 123,671.55 56.19
Make My Trip (Aggressive) 187 171,112.17 41.56
Australia.com (Aggressive) 193 208,683.75 48.67
SOTC 85 71,054.20 59.56

Notes:
- 90% keywords are country terms (Australia tour operators, New Zealand vacation planners). 10% is
city & destinations terms. Activity terms are not used for advertising.
- Yatra, MakeMyTrip & Thomas Cook: Major spend on flights

Top keywords

Competitors Top Spending keywords

australia tour packages
australia tours
Travel Triangle australia honeymoon packages
australia tour packages
new zealand packages
Thomas Cook australia packages
australia tour packages
australia honeymoon packages
Yatra trip to australia

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australia tour of india

australia tour packages
Cox & Kings australia tourism
australia tour of india
australia tour packages
Make My Trip australia tourism
australia tour packages
blue mountain
Australia.com great barrier reef
australia holidays
australia tour of india
SOTC new zealand packages

Top Competitor messages

Competitors Bounce rate Mobile Traffic

Travel Triangle 72% 80%
Thomas Cook 46% 75%
Yatra 39% 77%
Cox & Kings 53% 74%
Make My Trip 37% 75%
Australia.com 67% 80%
SOTC 58% 82%

Budget Estimation

Google
Remarketing
Q4,18 Google Search Bing Search Display FB/IG FB Retargeting Total
Impressions 820,000 57,400 275,143 4,814,815 393,939 6,361,297
Clicks 18,000 1,260 1,926 43,333 4,333 68,853
CTR 2.2% 2.2% 0.7% 0.9% 1.1% 1.1%
CPC 43 43 20 22 25 29
Budget 774,000 54,180 82,818 953,333 108,333 1,972,665
Avg. Pos 2.9 2.9       
Conversions 700 50 85 1,300 143 2,278
Avg. Cost per conversion 1,106 1,075 977 733 758 866
Conv. Rate 4.0% 4.0% 4.4% 3.0% 3.3% 3.3%
Sale 70 5 9 91 10 185
Total Sale 30,800,000 2,200,000 3,960,000 40,040,000 4,400,000 81,400,000

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