T-QUAL Accreditation Case Study


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Case Study about T-QUAL Accreditation on LinkedIn: Achieving the highest response rate with LinkedIn Partner Messages

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T-QUAL Accreditation Case Study

  1. 1. Marketing SolutionsT-QUAL AccreditationCase Study Achieving the highest response rate with LinkedIn Partner Messages“ The Partner Messages had a much higher click through rate than any other EDMs we sent.” Objectives Antonia Sherry • Engage the Australian Travel and Tourism industry T-QUAL Accreditation Project Manager, Tourism Australia • Raiseawareness of the new T-QUAL Accreditation framework • Achieve a high take-up rate Tourism Australia is solely responsible for marketing the Solution Australian Government’s new partnership with quality tourism • Communicate directly with specific target audience accreditation, rating and certification programs, T-QUAL Accreditation, an initiative to improve quality and standards using LinkedIn Partner Messaging within Australia’s Travel and Tourism industry, and to • Promote T-QUAL Accreditation using LinkedIn provide consumers with one, easily recognisable symbol of Targeted Display Media tourism quality. Why Use LinkedIn? They needed to engage: • Precise and strategic targeting by industry and job • Tourism and Travel Operators function • Hospitality and Leisure Industries • Broad reach using a consolidated approach • Recreational and Arts Businesses Results Tourism Australia devised a campaign to raise awareness • 29.21% LinkedIn Partner Messages open rate within these sectors, promoting the Australian Government’s new tourism accreditation framework. LinkedIn was utilised as • 21.52% CTR after opening a core component in the delivery of this message.
  2. 2. “ The Partner Messages were very successful. It was a really good result for us as the message was relevant and personal.” Antonia Sherry, T-QUAL Accreditation Project Manager, Tourism Australia Strategic LinkedIn Campaign Impactful Results Tourism Australia worked with LinkedIn to devise a 3 month Tourism Australia was able to specifically target and deliver a campaign which was launched in June 2011. The campaign personalised message to 7050 LinkedIn members who were entailed display media and partner messages targeting 3 selected based on their relevance within the Travel and separate segments aimed at achieving the highest response. Tourism Industry. Of the Partner Messages delivered, 29.21% The key target segments included: key decision makers, were opened and of those there was a 21.52% CTR. managers and group members within the Tourism and Travel industry. Antonia Sherry from Tourism Australia says the strategic campaign was well received. Ads Supported Success of Partner Messages Together with the Partner Messages, Tourism Australia incorporated the full range of LinkedIn ads - Skyscrapers, Textlinks, Medium Rectangles and Leaderboards. Antonia Sherry says, “Our advertising on LinkedIn assisted in fulfilling our campaign objectives by getting our message to the right people in a space that was relevant to their needs. The advertising campaign supported the success of the Partner Messages”. Reach the world’s largest audience of business professionals with LinkedIn. LinkedIn Marketing Solutions http://marketing.linkedin.com/contact Copyright © 2012 LinkedIn Corporation. LinkedIn, the LinkedIn logo, and InMail are registered trademarks of LinkedIn Corporation in the United States and/or other countries. All other brands and names are the property of their respective owners. All rights reserved. 10-LCS-061-G 0212