Vantage has been providing adults with river cruises and travel adventures since 1983. With a 5-star river cruise ship fleet they have earned a loyal repeat customer base and own approximately 5% of the European river cruise market. They came to Hedgehog looking for assistance to increase online reservations and cut production costs on their print catalogues.
The Vantage Travel team wanted to drive more qualified traffic to their website while lowering their costs on their print catalogue. The print catalogue is produced in Adobe Indesign and is still a strong marketing tool for Vantage’s older audience. A key goal was to reduce the costs of the catalogue by reducing the production time spent on each edition. To do this we used Sitecore’s content and integrated it with Adobe InDesign so that web and print content is standardized.
The Integration Process
Next, to generate InDesign pdf documents and provide the client with personalization options, the team invented an architectural approach for getting trip information from Sitecore and other internal systems.
On the Adobe side of the equation, Hedgehog ran an evaluation using Adobe Extendscript. Using this language, the team imported the data from the defined web service and applied it to the InDesign document.
To promote Vantage’s general tourism message as well as specific, individual trips, Hedgehog focused on improving the site’s organic search visibility in major search engines like Google, Yahoo and Bing while simultaneously expanding Vantage’s presence in paid search. To convert in-coming traffic we created a series of custom cruise and land tour product pages and applied an e-commerce marketing methodology via SEO to each one while maintaining and utilizing Vantage’s pre-existing personalization rules.
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