The South Pacific Tourism Organisation, with a new website and core purpose to stimulate awareness and travel to 16 south pacific island nations, approached Cherryielding for an over-arching digital strategy and annual digital marketing budget to be developed. In such a vast and cluttered tourism/travel landscape and with the contribution tourism has to local economies in the region so decisive, the decision was made to outsource to get as much cut-through as possible.
Cherryielding established a simple overview to the online travel journey prospective customers move through when dreaming, researching & planning a trip… so that SPTO could diversify and attract visitors at each stage of this journey. Recognising which digital channels were effective at assisting prospective customers in the awareness, interest, consideration and intent stages meant SPTO was able to size up budget and have clear expectations around performance per channel.
Falling out of the over-arching digital strategy and budget proposed, Cherryielding established individual strategies for SPTO’s SEO, SEM and SOCIAL digital channels.
In addition to this, a comprehensive re-configuration of SPTO’s Google Analytics tool to effectively measure and report on sources of traffic, their behaviours/conversions on-site and multi-channel sales attribution was delivered.
As a result of this 3 month project, SPTO chose to continue with Cherryielding as a retained client.