Created a multi-channel marketing strategy to increase engagement, knowledge, bookings and retention through a B2B2C loyalty program for Air Canada Vacations.

Objectives

• Educate and incentivize Travel Agents to book online as we transitioned to a B2B2C and D2C eCommerce platform
• Engage the audience with content and communications to drive program engagement and retention
• Increase loyalty program subscriptions. Target 6,000 travel agents.

Strategy

A new Growth marketing strategy and digital transformation:
• Worked with product and revenue management teams to offer incentives for joining the program
• Reduced number of daily communications: consolidating 10+ emails that included PDF flyers to one daily e-newsletter
• Worked closely with IT, eCommerce and designers to provide Travel Agents with a way to easily print promotions directly from the Air Canada Vacations portal (and the result to be as attractive as the PDF flyers)
• Facilitated process of daily newsletter production with a new process, a shared document for a group of over 30 contributors, and an automation program to pull data into newsletter template daily
• Introduced a cost-effective email tool to deploy content, track subscribers and their interests
• Onboarded and trained all team members and oversaw change management to ensure success
• Worked with Sales to create a process to merge newsletter and internal databases
• Provided Travel Agents and the internal sales team with opportunities to provide feedback at different stages

Results

Within the first 6 months:
• 10,000 Travel Agents signed up to join ACV & Me (67% over target)
• Increased online bookings by 3x
• Improved the travel agents’ customer experience, helping them adapt to digital communications and book more clients online

Joelle finds creative solutions and strategies to improve customer experiences and grow businesses through data, insights, content and technology. Get in touch to learn more.

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_{Image credit: Air Canada Vacations}