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How We Think/Marketing Communication

TRAVEL TECHNOLOGY GROUP MARKETING PROGRAM

Marketing communication materials promoting services of Travel Technology Group

THE OBJECTIVE

To create targeted, customized marketing communication campaigns to help build awareness and maximize use of event housing and travel services provided by Travel Technology Group to the meetings industry.

IMPLEMENTING THE PROGRAM

While working with Travel Tech to update printed marketing materials and provide creative communication related to its 20th anniversary celebration, The Rodgers Group also was asked to create a series of email marketing campaigns to educate and motivate tradeshow attendees and exhibitors likely to use travel and housing services. Offered as a value-added promotional tool to Travel Tech clients, the diverse email "blast" campaigns were customized to the industry, theme and graphics of each show. The Rodgers Group provided creative concepts, copy and design to promote the benefits of negotiated room rates, airfare and car rental offers.

RESULTS

Through attention-grabbing headlines and design, Travel Tech’s email campaigns were developed to break through the clutter and strategically steer tradeshow attendees directly to the online Travel Desk of each show’s event site. With its click-through ease, the approach was successful in helping to promote immediate reservations.

How We Think