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Belmond – Search Engine Marketing Success

The Start

Initially our work with Belmond UK included search but we quickly expanded this to social and display. The core focus was customer acquisition on struggling train trips such as The Orient Express, The British Pullman and The Flying Scotsman. Following success in this sector, our remit widened to include River Cruises and Hotels – developing search engine marketing (SEM) strategies expanding to deep digital engagement. In certain channels Belmond had in-house experts, where we performed a very different role of auditing, fine tuning and then turbo charging activity – in the process we turned in-house staff from internal experts to industry experts.

The Middle

Our approach was founded on developing a deep understanding of Belmond’s customers. We profiled the target audience, their attitudes and behaviours, motivations and barriers and carefully planned their relationship with digital channels in order to develop multi-channel campaigns that would convert. We continually analysed customer journeys and media touchpoints observing engagement and action. And our dedication to optimisation within this account was second to none. We continually looked at data to draw insights, refine, re-plan, optimise, hypothesise and drive channel ROI.

The End

The media metrics were impressive, with continual performance way beyond industry benchmarks. We completely revisited site set up (CX, UX and CRO), focusing on conversion tagging and inventory tracking to home in on cost per acquisition (CPA). Within the first 3 months of taking over search we had not only quadrupled their acquisitions, but reduced the average CPA by 68% and we delivered similar figures across their portfolio.

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