Holland America offers award-winning service and a traditional style of cruising with a modern flair. They were looking to grow their business by increasing brand awareness. Creating sustainable, long-term growth doesn’t happen overnight. Just like a good cruise, it’s a journey.
To set off on that journey and build a comprehensive approach, Expedia Group Media Solutions teamed up with Holland America’s agency partner and created a media plan that would supplement the strategies put to work on the U.S. Expedia and Travelocity sites. To increase exposure and extend their branded message, an integrated media plan was created including social, display, and email marketing.
Holland America’s organic search results on our sites in key markets didn’t necessarily place them on the first page, sponsored listings provided crucial exposure to lift their placement. The premium placement in search results—alongside organic hotel search results—boosted their visibility with target audiences.
The Holland America offer was also integrated into a cruise-themed week on social media channels as well as themed merchandise emails.
The multifaceted campaign increased their business on Expedia.com 60% year-over-year. The combined strategies positively impacted direct bookings on Holland America, achieving 12 times their return on advertising spend (ROAS) from the previous quarter.
By charting a clear path with a combination of tactics, Holland America successfully increased their business on our sites and their own.
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