A travel web site wanted to test-market the potential for selling honeymoon travel packages on their site. White Horse, leading Internet professional services firm, recommended a keyword campaign for TheBigDay.com to assess the strength of a new offering and to determine the most effective positioning. White Horse worked with TheBigDay.com to uncover a set of low-cost keywords that were closely aligned with the needs of couples seeking honeymoon travel, so that the lead generation rate increased at an average rate of 380% a day, beginning the day the campaign went live.
PORTLAND,OR (PRWEB) October 21, 2003 -- oWhen TheBigDay.com, the Web's top honeymoon gift registry service, wanted to test-market a new honeymoon travel service, it turned to White Horse for help. White Horse, a leading Internet professional services firm, developed a low-cost, low-risk keyword advertising test campaign that produced an average 380% increase in qualified leads over the test period.
"We're thrilled about the immediate gains the White Horse campaign has given us," said Michael Cottam, co-founder of TheBigDay.com. "But even more importantly, we learned very quickly that couples will embrace our full-service approach to honeymoon travel, and we can act on that learning immediately."
White Horse recommended the use of a short-term paid keyword campaign to assess the strength of the new offering and to determine the most effective positioning. "Keyword campaigns are popular because of the low cost of entry, but when you approach them strategically, they can actually help shape your overall business plan," said Jen DeVoe, White Horse principal. "This campaign was a win-win, because it produce immediate results and gave us the data TheBigDay.com needed to chart its future direction."
TheBigDay's flagship offering has been its registry service, which provides engaged couples with an online registry for cash gifts toward their honeymoon. The company recently formed a partnership with Azumano Travel, the largest independent travel agency in the Pacific Northwest, and wanted to test-market the potential for selling honeymoon travel packages on the site. Prospects who book honeymoon travel through Azumano receive a discount on the honeymoon registry service provided by TheBigDay.com.
White Horse worked with TheBigDay.com to uncover a set of low-cost keywords that were closely aligned with the needs of couples seeking honeymoon travel, so that the lead generation rate increased at an average rate of 380% a day, beginning the day the campaign went live. The keywords drive users to destination-specific landing pages that also feature the honeymoon registry.
Based on the early success of the campaign, TheBigDay.com, Azumano Travel, and White Horse are planning ongoing enhancements to the site as a honeymoon travel resource, including more robust content on popular honeymoon destinations and a wider array of travel packages.
About White Horse
White Horse is a leading Internet professional services firm focused on delivering measurable marketing solutions that effectively influence, attract, convert, and retain customers. Founded in 1980, White Horse has 22 years of experience building marketing solutions that leverage the power of rich media¡Xeffectively integrating audio and visual components¡Xthe basis for building creative, highly effective Internet experiences. White Horse serves Fortune 1000 customers from a variety of industries including communications, consumer products and package goods, educational publishing, financial services, high technology, manufacturing, and pharmaceuticals. Clients include AT&T Wireless, GlaxoSmithKline, General Motors Fleet and Commercial Operations, Celestial Seasonings, The Nautilus Group, Countrywide Home Loans, and Cisco Systems. White Horse is a woman-owned, privately held company headquartered in Portland, Oregon with an office in Washington, D.C. For more information, please visit www.whitehorse.com or call 1-877-471-4200.
About TheBigDay.com
TheBigDay.com owns a portfolio of Web sites that link together to sell honeymoon travel to the more than 2.4 million couples who get married in the US each year. The company's Web sites include TheBigDay.com, a honeymoon registry (www.thebigday.com), and ten travel destination Web sites featuring travel information and packages for the most popular honeymoon destinations for newlyweds in the US. Together, these Web sites generate travel leads, which TheBigDay dispatches to its travel agent partners for fulfillment. Since its inception in 2001, approximately 6,000 couples have used TheBigDay.com's honeymoon registry service. TheBigDay.com is a private company located in Portland, Oregon. For more information, please visit www.thebigday.com or call 1-800-304-1141.
About Azumano Travel
Established in 1949, Azumano Travel is the largest independent travel agency in the Pacific Northwest, generating travel sales of more than $100 million per year to corporate and leisure travelers. Azumano was ranked by Business Travel Survey as one of the top 50 travel management companies in the nation, and was recognized in 2002 by Oregon Business Magazine as one of Oregon's Top 150 Private Companies. Azumano is the largest member of the 250-member American Express Travel Services Network. Other companies in the Azumano corporate family include Cruises by Azumano; Azumano International, an inbound operator; and Premier Gateway, an international airline ticket wholesaler.
Contact Information:
Please visit www.thebigday.com or call 1-800-304-1141
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