Frommer’s Unlimited | Case Studies

“Frommer’s Unlimited proved that they are leaders in their field and really understand the market, as well as being professional and great to work with. They were able to practically apply their suggested solutions to our brief, and the results show how successfully that was achieved. They are experts in writing content for the web, and they had no problem translating our brand values into the tailored destination guides that were delivered. We have destination and event guides that really add value for our customers as well as looking great!”

Strategy

Frommer’s Unlimited wrote city, country and airport guides in British Airways’ tone of voice and provided these as a hosted private label service seamlessly integrated into ba.com.

We integrated events information, restaurant reservation booking, weather forecasts and ecommerce links. Frommer’s Unlimited also provides a separate page for each destination with key search terms included to capture natural search traffic.

For online advertising campaigns we dynamically matched British Airways offers with events in that destination, filtered to the content of the website where the advert appeared. We delivered a London Xmas calendar to US audiences and built an interactive map of London to showcase attractions and plot free hotels participating in a British Airways promotion.

Results

The website traffic on the destination guide area increased by 300% within 2 months after Frommer’s Unlimited replaced a previous provider with our own tailored guides. New customers brought to the site every month from natural search onto the guides increased 500% and yielded an ROI of 700% (using £0.50 CPC comparison).

Both the UK and US campaigns exceeded expectations by increasing British Airway’s awareness and bookings. Both campaigns also won several marketing awards.

Delsey Luggage

Brand Licensing

Objective

Strategy

Results