Codecademy
Insight.
The corporate travel booking journey is often complex and happens across multiple channels.
To capture attention, any marketing message has to be relevant, compelling and delivered to the right person at the right moment.
American Express GBT provides travel management services and booking solutions for companies and their employees. They wanted to position themselves as an affordable, valuable partner to mid-market companies — and ultimately, drive conversions throughout the funnel to increase revenue.
To get this done, they needed to engage with different traveler needs and buying behaviors. And distinguish their message in the competitive corporate travel space.
Idea.
Landing the right message. A bespoke strategy to reach a global network of travelers.
Following an initial market analysis, we found a mature corporate travel market with high CPC for keywords. There was a clear opportunity for American Express GBT to capture online attention by moving beyond generic corporate travel messaging — and creating more focused content around topical events and themed campaigns.
To support this approach, we produced a series of customer personas and buying journeys, then audited American Express GBT’s existing content and inbound marketing. This allowed us to craft specific tactics and content to reach different prospects as they researched, planned and booked their trips.
Impact.
Flying high with a customer-centric approach.
Our work with American Express GBT provided a scalable and repeatable way to drive demand and increase the impact of their marketing activity.