Commentary
90octane - Globus Family of Brands
- by August 26, 2008
Globus Family of Brands
Finalist Search Campaign
Globus: Jeff Russell, e-marketing manager; Steve Born, vice president of marketing; Jennifer Halboth, director of marketing; Tyson Knapke, Web content coordinator; Katie Gomendi, marketing coordinator. 90octane: Jim Grinney, partner; Janessa Seewald, account manager; Shannon Denny, project manager; Leslie Russell, marketing coordinator; Megan Archer, marketing coordinator.
There are four
distinct travel brands under the Globus umbrella, and 90octane's strategy targeted each of the brands' audiences in conjunction with offline efforts. In order to increase search engine visibility
and drive conversions, 90octane employed contextual ads, ppc, social media and online video. The ppc campaigns used four types of creative, aiming for searchers on the hunt for the best prices
and specific itineraries; contextual ads appealed directly to the users of each site. 90octane also helped Globus develop StorySuitcase, a branded blog. "Each marketing dollar dedicated has
shown tremendous return, with customers converting at an unprecedented rate," says Jeff Russell, e-marketing manager, Globus family of brands. "Program results far exceeded our
expectations."
