Marketing Solutions

Objectives • Build an engaged community of corporate travel decision makers

• Develop ongoing communication with the follower base

• Position Travelscene Corporate as a thought leader in the travel industry

Solution• Develop a company page for LinkedIn

• Acquire followers through LinkedIn follower advertisements

• Utilise LinekdIn polls to generate insights and demonstrate thought leadership

Why LinkedIn? • Destination for decision makers on corporate travel

• The only social media channel with a professional focus

• Precise targeting by using accurate user data

Results • Over 1,000 followers acquired over the 4-week campaign period at a CTR of .39%

• Ongoing communication with the follower base

• Average CTR of .31% for LinkedIn polls

Travelscene Corporate is the corporate division of Travelscene American Express, one of Australia’s leading travel networks.

Their members have been helping Australian businesses succeed in business around the world for the last 30 years.

Travelscene Corporate launched their LinkedIn Company Page in January 2012. Their Company Page was developed to enable an ongoing conversation with business travellers, suppliers and corporate travel decision makers.

Travelscene Corporate’s presence on LinkedIn was enhanced by the use of LinkedIn Polls, which generated insights and demonstrated thought leadership in the travel industry.

Travelscene Corporate Case Study

Travelscene Corporate partnered with LinkedIn due to their high reach of business travellers and corporate travel decision makers. The precise targetting available through LinkedIn meant that we could build an engaged follower base.”

Naomi McMullenMarketing Manager, Travelscene Corporate

LinkedIn worked with us to create innovative opportunities tailored to our developer audience.”

Christian Longstaff, Developer Audience Marketing Manager, Microsoft Australia

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Acquiring 1,000+ followers in 4 weeks

226.6 mm x 313.6 mm - print ready size

Copyright © 2012 LinkedIn Corporation. LinkedIn, the LinkedIn logo, and InMail are registered trademarks of LinkedIn Corporation in the United States and/or other countries. All other brands and names are the property of their respective owners. All rights reserved.

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Building an Engaged CommunityLinkedIn follower ads enabled Travelscene Corporate to develop an engaged community of travel decision makers in a short period of time.

Generating Relevant InsightsLinkedIn Polls provided key insights from travel decision makers. These insights allowed Travelscene Corporate to generate PR as well as content for their annual conference.

Contextual display advertising maintained ownership of the poll environment and positioned Travelscene Corporate as a thought leader in the travel industry.

*As of Feb 2012, group had 2,500+ members.

226.6 mm x 313.6 mm - print ready size

Tourism Australia is solely responsible for marketing the Australian Government’s new partnership with quality tourism accreditation, rating and certi�cation programs, T-QUAL Accreditation, an initiative to improve quality and standards within Australia’s Travel and Tourism industry, and toprovide consumers with one, easily recognisable symbol of tourism quality.

They needed to engage:

• Tourism and Travel Operators

• Hospitality and Leisure Industries

• Recreational and Arts Businesses

Tourism Australia devised a campaign to raise awareness within these sectors, promoting the Australian Government’s new tourism accreditation framework. LinkedIn was utilised as a core component in the delivery of this message.

Long-term customer value is key to corporate travel marketing. By utilising LinkedIn’s product suite, we have been able to develop deep, long-term relationships with relevant followers.”

Naomi McMullen, Marketing Manager, Travelscene Corporate

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