Seasons in Africa
Challenge
Seasons in Africa is a South African based premier tourism marketing and management company, comprising luxury game lodges, hotels, restaurants, transfers, and adventures throughout Southern Africa. In 2017, Focus Online was tasked with the design and development of websites for the Seasons In Africa Group’s lodges, and to redevelop their hotel sites. In addition, redevelop a number of their activity provider and transfer company sites.
Solution
Focus Online have rebuilt our entire web content, optimised it for all mobile platforms and put us at the leading edge of PPC advertising, with a targeted and efficient campaign around driving direct revenue while adding brand value through sincere and relevant social content. Beyond the scope of these encompassing build projects, we were tasked with delivering the brand’s various digital marketing programmes, comprising paid search, social media marketing and advertising, as well as organic search optimisation. While the Group’s hotel properties opted for a retainer based agreement structure, the lodges opted for Focus Online’s performance based remuneration model. Working closely with Focus Online’s paid search, content and account management teams, Seasons in Africa managed to position their new lodge properties as premium Southern African establishments while rapidly ramping up on revenue from a cold start. For established properties, the same brand positioning outcomes were achieved, while also delivering a significant increase in the number of direct bookings achieved as a percentage of overall new business. The Group’s hotel properties benefitted from outsourcing their digital marketing activities and being able to focus on their core business, that of running a hotel, more effectively.
Results
Total pageviews increased by 63.89% Average time on page increased by 4.08% Direct online revenue increased by 436.88%
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