A switch in strategy from offline to online marketing has paid big dividends for leading wholesaler Tempo Holidays with a dramatic increase in website visits and online agency share over the past month. The latest Hitwise figures list Tempo as listed as the fifth most popular online agent, improving on 10th the week before. Previously it had not been sighted. Ash Jurberg, GM Marketing Cox & Kings, which owns Tempo, says the much improved results are due to better, more specific keyword selection and an increase in Google AdWords spend. Every page on the Tempo website has also been re-written, improving SEO. All this has been achieved with the same marketing budget.
“The overall spend remains the same, we have just allocated more money to digital,” he says. Facebook has also been crucial to increased traffic with a strategy based around creating a genuine travel community rather than trying to sell, sell, sell. “People don’t come to Facebook to buy things, we didn’t want to shout.” The end game for Tempo is to increase brand and product awareness to increase enquiry rates and bookings through travel agents. So far, so good. PS: A similar strategy has been deployed with Tempo’s Cox & Kings stablemate Bentours.