Scenic Tours Marketing Strategy

Scenic Tours operates luxury ocean and river cruises, both in Australia and globally.

The client had recently invested in a new marketing automation solution, but were not fully utilising the capabilities of the solution. Ellipsis were engaged to enable Scenic Tours to maximise the value of this investment.

Ellipsis conducted a deep analysis of 3 years’ customer data to identify four distinct customer segments. Each segment was profiled based on both booking and demographic attributes, including: age, average spend, booking frequency, booking interval, booking lead time and trip destination.

Targeted marketing treatments were then developed for each segment, and expected ROI was modelled.

Ellipsis supported this initiative through to implementation, by building customer journey maps to identify quick win trigger campaign opportunities.

These campaigns were designed to be triggered by key customer actions such as requesting a brochure or completing a post-trip survey. Trigger marketing campaigns were then successfully executed and delivered a strong return for Scenic Tours