Tour East Holidays Campaign Launch

Founded in 1976, Tour East Holidays had grown from a niche Asia travel wholesaler to one of the nation’s largest, most diverse and fully integrated full-service travel companies. However, their brand had limited awareness in the mainstream North American market. Even though they operate in offices worldwide, with over 165,000 trips arranged annually, they were slowly losing market share to increasing competition. Over the past few years, more and more specialized travel agencies have tried to capitalize on this billion dollar market, leaving Tour East Holidays looking for a new strategy to stay ahead.

STRATEGY
With the industry growing more competitive, Tour East Holidays needed to have a defined mission to position themselves as best in their field.  Pixelcarve’s strategy was to focus the Tour East brand as the premium and preferential provider of East Asia tours. The goals were to amplify brand awareness and increase overall revenue, as well as appeal to a more sophisticated and wealthy clientele to increase sales of tours with higher profit margins.

EXECUTION
The campaign needed to execute in a number of mediums in both English and French. First, Pixelcarve launched several print campaigns using the “Imagine Asia” tagline. This included magazines, newspapers, brochures and marketing collateral, as well as an extensive amount of local tour advertising in traditional and online media. Pixelcarve then built and launched a brand new website ( www.toureast.com ) that met modern web standards, supported multiple languages including English and French, was aesthetically superior to the competition, heavily Search Engine Optimized, allowed online booking, captured new traveller information for continuous e-marketing and drip campaigns, supported tour specialists through an online chat application, and had extensive program details with interactive videos and photos.  Visuals speak louder than words in the travel industry, so a large variety of hand selected photography was incorporated into all media, including a number of TV spots.

Visit their site at: http://www.toureast.com

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