Azamara

Azamara’s audience is made up of affluent men and women, aged 45+ mainly located in the United States. They are not only looking for a cruise, but they also seek a unique travel experience, including those that can only be had on land. They are a cultured group that seeks enriching travel experiences. They are driven by new destinations and meeting new people. They have the means to indulge in the finer side of traveling and the time to fully immerse themselves in new cultures.
Our objective as outlined by the client has been to increase YoY organic traffic and drive incremental booking engine clicks to strategically relevant destinations via blog content.
For Q2 2019 our team was tasked with improving organic blog engagement from Q1 to Q2 and driving qualified traffic to conversion points, as well as highlighting Azamara’s new Land Program product with content tailored to searcher’s interests that increases booking engine click through rates.
In response to the client’s objectives, we created a blog strategy that leveraged a detailed content calendar driven by extensive keyword research, Google Trends data, and historic consumer purchase information on ports, to identify optimal topics and publishing timing.
Blog opportunities included list and longform hybrid content, as well as dated, high performing entries that were updated, optimized, and republished in order to achieve our overall objective of engaging with either prospective or past customers. A strict portion of our publishing schedule each month was dedicated to highlighting Azamara’s Land Program, a new product that further differentiated them from the competition and took advantage of the client’s industry knowledge and relationships port-to-port. This unique, data-driven approach in conjunction with on-page and offsite SEO and email campaigns enabled our team to drive an additional 4,000 users to the Azamara site.