5. Communicate promotional initiatives
Alongside diverse actions of more permanent nature, a series of promotional initiatives were also communicated. Some via branding campaigns, aimed at specific targets in relation to events taking place in the destinations, or related to corporative actions. Others quite reputable for their performance were more linked to offers related to prices.
A good example of campaigns oriented towards brand image, is one that was dedicated to the Spanish market in June 2015, with the purpose of generating awareness towards Renfe-SNCF’s destinations. In order to do this, several articles were written about the destinations that were being promoted and incorporated into the client’s blog. These articles were spread via two channels: Content Advertising and Email Marketing. The former was able to attract significant volume of visitors interested in the content about the destinations. With the latter, emails were sent containing several articles and databases with users interested in travel. Approximately 10% of the users who opened the email clicked on the articles, and consequently arrived at Renfe-SNCF’s blog where they could then navigate and access more content.
As for the promotional campaigns, it is important to mention the “Flash Sale” which took place in Spain in January 2016, consisting of a special price to travel from Barcelona to Paris, Lyon and Marseille, limited to 5 days. The goal of this promotion was to attract the maximum number of visitors to the Renfe-SNCF website, which would convert to bookings (purchases) in a very short period of time. To this end, resources were invested in Email marketing, Display marketing and Social Networks (with promoted posts), which were able to achieve the maximum amplification within the first 2 days of the promotion.
The campaign with the objective of promoting secondary destinations in France was able to, in less than a month, attract over 100,000 visits to the articles on the Renfe-SNCF blog, written especially for this objective.
The most popular articles were those related to the city of Toulouse: “A weekend in Toulouse, the pink city” and “The 10 main dishes of Toulouse’s Gastronomy”, responsible for 53% of the campaign’s total visits.