Created a multi-channel marketing strategy to increase engagement, knowledge, bookings and retention through a B2B loyalty program for Air Canada Vacations.

Objectives

• Educate and incentivize Travel Agents to book online
• Engage audience with content and communications to drive retention
• Increase loyalty program subscriptions

Strategy

A new Marcom strategy and digital transformation:
• Worked with product and revenue management teams to offer incentives for joining 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 internal sales team with opportunities to provide feedback at different stages

Results

• Increased email conversion rate by 24% in under 6 months
• Increased lead generation by 200% in under 6 months
• Improved the UX for travel agents to adopt digital communications and book their 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}