The Contiki Challenge
In recent years travelers have become more self-sufficient when it comes to both planning and booking holidays. Their reliance on tour operators and travel agents has decreased, making marketing tour operators such as Contiki more difficult.
Contiki’s brand strength has not weakened – in fact it’s grown but it’s over-reliance on brand from a paid search perspective is an issue.
It meant that the paid search campaign was so brand heavy that it was not attracting new customers that were going to the search engines to research their holidays but capturing customers that were already interested in the product.
The challenge was to move the conversion focus away from brand keywords, making generics work harder and better understanding their role in the conversion funnel.