In 2008, Worldmedia Interactive conceptualized, designed and developed TorontoEscapes.com - A complete resource for travel to Toronto from the United States.
By positioning each partner, Ontario Tourism, Toronto Pearson International Airport, Tourism Toronto, Niagara Tourism, and Air Canada under a new brand, the lines of distinction were blurred, turning competition for attention into complete collaboration.
Toronto Escapes provides a unified presence, yet gives each individual partner a clear voice and equal share of opportunity.
Extensive experience in destination marketing
and knowledge of Canadian market.
Segmenting the digital plan provided a platform for broad engagement and plenty of opportunities to direct specific interest to the appropriate place within the microsite.
The digital plan included:
A. Media Planning and Buying
- Travel-centric publishers including About.com/travel,
Five Star Alliance, Yahoo Travel - Travel UGC including Trip Advisor, Facebook
- Roadblocks on Travel Ad Network
- Advertorials in outlets like Frommers
- Special Interest Media such as placing a logo online to
push Pride Week
B. Content Management System
- Constantly updating information for real-time accuracy
C. Search Engine Marketing
- Video SEO initiatives on YouTube and Vimeo
- Bi-monthly digital press releases (off-page linking strategies)
- Mobile pay per click search integration
- Contextual display on Google content network
Turning competition for attention into complete collaboration.
30% of site traffic goes to at least one of the five partner websites.
Reporting Metrics Include
- Impressions
- Clicks
- Click-thru rate
- Calendar of events
- Event clicks
- Partner outbound links
- Flight confirmations
- Airline tickets
- Revenue
- Cost per acquisition
- Average revenue per sale
- Effective and Incremental ROI
Over 4 years, ROI has grown from 9:1 to 16:1.
There are no cross-channel opportunities driving traffic to the site. Worldmedia Interactive is the ONLY online source of traffic to torontoescapes.com, which makes the numbers as true as they can be.
This entire campaign is a co-op, bringing together government, tourism and a service provider for mutual benefit and managed cost. The microsite is very successful in remaining true to the existing brands under a common theme. As the relationships continue to mature, there continues to be open sharing of industry information, new ideas and commitment to excellence, all bolstered by a common bond through torontoescapes.com and the desire to succeed.
"The results really show. Their expertise has increased sales and brought value to our customers because they were able to reach the right audience. They handle our business seamlessly and work well with our partners, pulling the whole group together with their targeted effort and knowledgeable approach."
Mark Sniderman, Interactive Marketing Manager - Air Canada
"It's because we're agile idea machines that we are able to insert ourselves between five powerful players in Toronto travel and successfully act as the hub and guiding force for this campaign strategy. The data proves every day that it is working for all five."
Katherine Cajiao, Senior Client Partner - Worldmedia Interactive
We worked with destination marketers and airlines since
1999 and LAN Airlines is the culmination of both.
We have a pretty complete in-house marketing team at LAN Airlines, but when we partnered with Worldmedia Interactive, we found out very quickly that we could go further.
Client History
LAN Airlines began as a Chilean state-owned corporation in 1929 serving passengers and cargo clients. Today the company is NYSE traded, operates over 120 aircraft, and flies 45,000 people daily.
Our story with LAN Airlines begins six years ago when a keen marketing director pondered what might be possible beyond the company's existing expertise.
The Challenge
Following its privatization in 2000 and One World alliance partnership in 2004, LAN Airlines was poised to become the premiere gateway airline to South America. However, the brand was largely unknown as an international carrier beyond its Chilean and Peruvian routes.
Worldmedia Interactive's courtship with LAN Airlines began in 2007 with an initiative to engage a broader United States and Canadian audience.
Destination: Granular Metrics
Delivering a measurable return was paramount: LAN Airlines tasked Worldmedia Interactive to exceed the company's existing return on every dollar spent online and deliver detailed performance metrics - with a high ROI target to boost. We were also tasked to convey the unique attributes of their prime destinations while showcasing LAN Airlines' other extensive offerings and competitive fares, but not neglect their added desire for a brand lift and presence in the social space.
We helped LAN Airlines increase Facebook followers by 50,000, and surpassed
their revenue goal. Five years later we're still doing it.
We Know Travel
These challenges are not unfamiliar. We understand the ticket business, and how to provide multi-level accurate reporting that shows cross-channel correlation between display, search, and social communications. Worldmedia Interactive has helped half-a-dozen airlines achieve similar goals, so we had a very good idea of how we could help LAN Airlines right from the onset.
The Worldmedia Interactive Difference
Whether we enticed our audience with enchanting photos of Machu Picchu, pushed seasonal airfare, or used retargeting to dynamically update our creative; our media performance exceeded expectations. This is the Worldmedia Interactive difference: we understand that travelers will use every research tactic known to them before purchasing. We (inexpensively!) positioned LAN Airlines as the airline to take them there; not just at every turn, but near the end of the purchase funnel where it matters most.
Worldmedia Interactive and LAN Airlines continue to segment and optimize
through years of measurement and reporting intelligence.
Daily Segmentation
From day one and years ongoing, we've launched campaigns targeting families, couples, soccer players, golfers, LGBT, Food and wine enthusiasts, deal hunters, and other segments within business travelers. We also have a deep understanding of ethnic markets within the US and work with tourism boards to help LAN Airlines consistently gain that extra competitive edge.
