Digital Marketing presentation, City University London - liesure

1. #ecotravel
responsible, affordable
travel

2. Concept
We started with the idea of an
travel agent that can guarantee
both low prices, but also green
and ethical services ( in contrast
to Ryan air, Easy Jet etc.)
Travel is fun, but the state of the
planet dictates that it must
become green and sustainable
otherwise both the travel
industry and the planet will fail!

3. Website
• First things first we drew out a logo and created a
website using Squarespace.com
• The website was primarily visual with large
photos of world travel destinations, a good
“about us page” and a catalogue of our different
destinations and travel packages. With
information of how to purchase each trip and
advise on travelling responsibly.
• The design is clean, concise, new and very visual.

5. Website

6. Social Media
We will use different social media platforms to
interact with our customers and give them an
insight on the latest promotions, new holiday
packages and information about destination
cultures and responsibility. Visual modes will be of
particular importance.

7. Face book will be
used to interact
directly with our
customers (our
customer profile is
young and social-
media savvy)
competitions and
packages will be
posted here, as well
as videos of eco
friendly travel
destinations . We
will also include
polls to see how we
can improve our
services.

9. Internal and External linking
Internal Links:
-Email Marketing, Newsletters, RSS Feeds,
Homepage and categories ( Travel packs)
External Links:
- Facebook, Twitter, Pinterest, Instagram, Google+, responsible tourism
blogs, country embassy websites, travel magazines, travel blogs, affiliates;
travel agencies, discount sites, cash back sites.

10. CRM
- Create a Membership option: collect all demographic data, and
preferences (Internal “LIKE” option on packages)
- Blog inside the site with option to feedback
- Space for costumers to write their experiences and post photos
- Give discounts to the costumers on following purchase if they give feedback
on Tripadvisor
- Twice yearly competitions in order to get costumers engaged
- Send a targeted newsletter every two weeks with their main preferences
highlighted.

11. Search Engine Optimization
We will mix paid and organic strategy to get search
traffic for the website.
ON PAGE we will work focused on:
- Delivering interesting and origional content about
our travel packages, our philosophy and our
objectives
- Optimize html tags

12. Content - Audio, video, photos,
text
- Focus: shareable
Information
Architecture
- Homepage & hierarchical
content
- Site map
- No duplicate content
- Design&Usability
Html tags - Keywords & Key phrases.
Long tail. Keyword research.
- Clear Urls
- Metadata - description
- Titles
- Internal links

13. Seo
work
Optimize
Measure
Google Analytics
Focused on goals
SEO strategy: A continuous test work

14. Multiple platforms
• Nowadays the sources which the traffic comes from
have became and are still becoming more complex

15. Multiple platforms
• Traffic by OS for smartphones and tablets in some
relevant countries

16. Multiple platforms
• Therefore, the way the users behave is different for
each type of device

17. • We have created a free app which will
• Provide non sales information about world trends,
travel and tourism and destination information
• The app will also have an on the go travel shop
where customers can buy both trips and packages
from anywhere in the world.
• Also equipment and necessities (such as mosquito
cream) when they are on the ground abroad.
• The app will be visual and deliver photos and videos
along with the online shop
Mobile Apps

18. Mobile site
• The mobile site will be a lighter, faster reliable mobile
version of the EcoTravel main site, with ipad and
smart phone versions.
• The mobile app will be free and will provide
information as well as an on-the-go travel shop
• Visual information will be streamed to our customer
base via instagram and all our various sites will
match up and talk to each other.

19. Other mobile tools
• SMS: once we had a customer database we are going
to use text messages to communicate new offers,
voucher codes for dormant users, purchase
confirmations, promos or changes in our portfolio.
• QR Codes: all our physical tools, such as posters or
catalogues, will be linked by QR’s to the proper
internal link in the EcoTravel mobile site.

20. Google Analytics

21. Traffic Sources Overview

22. Content Overview

23. My Dashboard