Background

Arrivia, a travel loyalty technology platform that enables companies to sell travel and reward their customers, approached THINKINK after its parent company acquired and merged several travel, timeshare and cruise companies under the arrivia brand. The newly formed brand was struggling to communicate its message and value to multiple audience segments while retaining the heritage and know-how of the acquired companies. Several executives who had recently joined arrivia recommended THINKINK after having experienced and seen our results at previous companies; the first phase of our work was developing a comprehensive messaging framework covering eight target audience segments and communicating the combined proposition in a succinct and powerful way.

Approach

Using the new messaging as our guide, we developed a multi-audience content strategy – including a full website redesign - to reach decision-makers at travel companies, financial institutions, membership organizations and professionals responsible for customer loyalty, acquisition and retention. As part of that process, we audited the brand’s marketing and sales tools and configurations to identify technical deficiencies in their existing setups to drive improvement to their stack. Our overarching goal was to educate target audiences about arrivia’s travel rewards platform and engage future buyers through demand-generation campaigns. We also developed corresponding PR and thought leadership campaigns focused on media interviews and placements in North American publications targeting these audiences.

The A-Z of our scope:

• Business intelligence
• Buyer education & targeting program
• Competitor & market analysis
• Conference strategy & support
• CRM selection & implementation
• Demand generation strategy & implementation
• Design
• Email campaigns
• Industry research and survey reports
• Marketing automation platform
  implementation & management
• Marketing operations
• Messaging framework & guide
• Newsletters
• Nurture strategy design & implementation
• Paid and organic social media content & management
• PR and media relations
• Thought leadership content
• Website strategy and content

Outcomes

The arrivia brand was featured in over 75 publications, and our earned media coverage of the company’s research reports and industry studies has generated over 1M est. views to a unique readership of over 440M. After the new website implementation, site traffic increased by 163% year-over-year, and our buyer education strategy reached over 675 target buyers in multiple verticals. During the same period, leads captured via content campaigns outweighed organic contact/demo inquiries by more than 3:1, and the nurture campaigns we developed to target existing prospects within specific verticals saw an average re-engagement rate of 44%.