Case 05Independent project

Travel · confidential client

Marketing strategy redefinition in travel

Travel · confidential client · Chile · 2020 – 2022

Strategy
Consulting
Branding

+35%Sales, first year

+35%

Sales, first year

+55%

Sales, second year

The challenge

A company in the travel sector was facing a market context that had changed structurally, affecting its positioning and its acquisition channels. This was not a campaign problem: the strategy had to be reviewed from the ground up: value proposition, target segments, communication channels and conversion.

My role

Strategic marketing consultant. End-to-end support from diagnosis through to oversight of execution, working directly with senior management.

What I did

01Full diagnosis: current positioning, customer segments, competition and value proposition.
02Strategic redefinition: new positioning, target segmentation and a differentiated value proposition.
03Planning and oversight of the communication campaigns in the priority channels.
04Support for senior management through implementation, adjusting the strategy against results and what the market taught us.

The result

Sales growth of 35% in the first year and 55% in the second. That the result held across two consecutive commercial cycles indicates the redefinition had a structural, not a temporary, impact.