Noble Caledonia – Travel Post
Objective
To create and manage a community platform and encourage on-going engagement through an integrated social media campaign
Client Need
Noble Caledonia is a small ship cruise company with little more than a website as their online presents. Knowing they need to invest in digital No Pork Pies was called in to help them understand what they need to do to engage with their customers and increase brand awareness.
How we did it
Starting with nothing meant No Pork Pies had to begin by understanding consumer requirements and online behaviour. This resulted in an in-depth Social Media audit to understand what was being said about Noble Caledonia specifically and small ship cruising in general. This was compared to some of their leading competitors and also looked into the industry as a whole to offer a benchmark and understanding where the potential audience was talking online. This resulted in a 60 page audit documenting everything from brand sentiment, topic analysis to seasonality of search trends.
The Solution
The audit helped No Pork Pies to understand the platforms to use to engage with the audience and the type of topics that would gain the best results. Armed with a full understanding of the digital landscape No Pork Pies were able to create a customised strategy that would fully integrate all relevant digital channels. Looking to offer a fully integrated Social Media offering No Pork Pies recommended a new community platform should be created integrating content, social media monitoring, insights and search engine optimisation.
The Result
As an integrated Social Media campaign No Pork Pies works to make sure there is more to a project than just the build. The content of the site was carefully researched based on what the community was searching for and discussing in Social Media spaces. No Pork Pies created the brand tone of voice guidelines for Noble Caledonia and used their copywriters to create regular content for the community site.
To integrate the community platform with external social platforms No Pork Pies also managed Noble Caledonia’s Facebook, Twitter and YouTube account and worked as their online PR agency to engage within the forums and blogs, all the time aiming to direct people back to the community platform for on-going engagement.
The articles were created based on continuous social media monitoring around current affairs and issues potential customers maybe having, creating articles to answer their questions and following up with engagement within their space to drive them back to the community platform.
The whole process was monitored to maximise success and build a community that gain useful information around cruising and is able to develop relationships with like-minded people.
Noble Caledonia went from no major online presence to have a custom built community platform with on-going Social Media marketing developed around their potential customer needs, maximising brand exposure and linking off onto the Noble Caledonia parent site for bookings – Travel Post was born!
Client Story
Some years ago Noble Caledonia detected a need by seasoned travellers for a company that could offer a range of trips that were educational, enjoyable and above all different. Since our establishment in 1991 we have made it our aim to provide our clients with a lasting memory of a journey made with like-minded travellers, whether you are one of a hundred aboard an exploration cruise of Antarctica, or one of fifteen exploring the historic route of Ethiopia.
We have, over the years, expanded our repertoire to include cruises by river and sea, tours by coach, train, plane and any combination of all of these in order to achieve the most comfortable and interesting journey. Unlike most travel companies our range of trips is constantly evolving shaped by world events, new discoveries, festivals, historic themes and out of the ordinary human endeavours