Mmmmm. That's success you're smelling.
Tn. Dept. of Tourist Dev.
Filed Under: Email marketing, Lead generation, Travel/Tourism
The TDTD has a great website, but in the travel/tourism biz, that’s just a start. To really increase visitors, you need to engage leisure travel prospects. This means lead generation. It also means viral marketing. Email communications. P|R to the rescue.
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The opportunity: Get the Tennessee vacation Guide into the hands of as many prospects as possible, and create more traffic and buzz around the website.
What we did: Actually, it’s what we’re doing, since we are on an aggressive schedule to generate a large database of true vacation prospects. (We’re ahead of schedule.) Now, what to do with all those prospects? Aggressive email strategies. First, we sent ‘em email to ask them their interests and offer a free Vacation Guide. We’ve taken that segmentation data and used it to target future communications with dynamic content (so outdoorsy guys get, you know, outdoorsy emails). Add in an ongoing enewsletter campaign to the full set of prospects and a viral campaign that I can’t even tell you about yet, and boom! The TDTD is cooking with gas.
The result: How about 55,000 qualified tourist leads in 10 weeks? At a cost of $1.25 each. Yep. $1.25. You can’t buy a latte for that.
