Vacation.com reports a record-breaking number of 183 distinct email and direct mail promotions are scheduled for 2014 as part of its Engagement marketing program. That equates to approximately 80 million supplier-funded client touch points for Vacation.com members, the group says. In addition, two new luxury suppliers – Abercrombie & Kent and Seabourn – have been added to the program.
Engagement is Vacation.com’s targeted marketing program that delivers relevant and timely specific supplier offers to clients through professionally-designed brochures and targeted emails. Vacation.com notes the Engagement program also integrates retargeting capabilities to maximize exposure to exclusive travel offers. This technology keeps each supplier’s offer in front of the traveler as they surf the Web during their daily activities – with the ads linking directly back to the agency-branded supplier promotion landing page – and, in turn drives more business through each participating agency’s door, Vacation.com says.
“Because of the cutting-edge technological developments in our Engagement program and the high-level of success with client segmentation and email retargeting, we continue to add supplier partners and additional marketing pieces. Our supplier partners know that offers can incorporate retargeting, which provides enormous value,” said Vacation.com President John Lovell. “More importantly, Engagement has performed extremely well for our members in enticing and engaging consumers with offers – on our members’ behalf – which can ultimately turn a client’s travel aspirations into a reality.
As part of the Engagement program, Vacation.com says it has negotiated exclusive travel offers with more than 40 of cruise lines and tour operators, and identifies which of a member agency’s clients are most likely to respond, and then target those clients on the agency’s behalf.
Engagement Select provides a premium level of Engagement that includes bonus supplier-funded marketing pieces. Engagement Select is available to Trams ClientBase users and offers the highest level of targeted marketing, utilizing a client’s past purchasing records and marketing preferences.
Vacation.com notes the program has gained strong member agent support. “Engagement Select, which coordinates with ClientBase, is a very positive program to help a small agency like mine to stay on top of special promotions that can be targeted to specific clients within my database,” said Mary June Williams, owner of Alpha Voyages Inc. in Winchester, VA. “I have tried for years to find a system. Engagement Select is the best for me.”
“Engagement Select is working,” said Marie Emmerich, president of Advantage Cruises & Tours in Pinellas Park, FL. “We have seen an increase in Royal Caribbean Cruise Line business already from the last mailing.”
The 2014 Engagement calendar is available for members to download on Vacation.com’s Agent Universe Web portal at www.agentuniverse.com.