A New England Travel Destination
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Our client is a vacation destination located on a scenic lake in New England.
Challenge
They decided to focus all marketing efforts on the Internet, with the goal of strengthening online brand-awareness and increasing reservations. Their secondary goal was to expand services from summer lakefront vacation lodging to include winter snowmobile vacation packages and eco-touring packages.
Solution
NSI Partners was engaged to design and execute an online marketing campaign focused on the company website. Following client discussions as well as market- and competitor analysis, NSI decided on a two-phased approach:
- conduct an initial search engine marketing (SEM) campaign to increase site traffic, followed by
- a site redesign (with SEM update) to improve the overall user experience, increase overall online reservations and promote snowmobile-vacation packages.
Combining organic search-engine optimization with a targeted pay-per-click campaign, within six months NSI increased site visitors by 54 percent, and search-engine referrals by over 240 percent. These improvements generated a significant increase in online reservations.
We then designed a new website architecture and navigation that included a new logo and graphic elements, and introduced new and revised content as well as additional pages. The new design balanced a strong visual focus with visitor-friendly navigation and reservation tools.
Completed in time for the fall foliage and winter snowmobile seasons, the redesigned site immediately proved its worth: more visitors arrived, stayed longer, browsed the new and reworked pages, and -- most importantly -- snapped up all available rooms and snowmobile rental packages.
Results
One year after beginning the project:
- monthly site visits increased 370 percent
- monthly pageviews increased 347 percent
- visitors referred from search engines increased over 1000 percent
- available vacation-package inventory sold out
- our work led to the client's being listed as a top New England vacation destination by a leading regional magazine
