APT, Asia Escape Holidays tune up marketing smarts

Travel companies appoint Datarati to roll out Salesforce Marketing Cloud and related platforms to improve customer and sales approach

Tour operator, APT Travel Group, has struck a deal with Datarati to develop and manage its marketing automation strategy.

Under the agreement, Datarati is tasked with migrating the group’s brands, including APT, Travelmarvel, Captain’s Choice and Botanica, across to the Salesforce Marketing Cloud. The ambition is to deliver customers a more integrated experience from initial selection through to booking and tour experience.

APT content and communications manager, Fiona Corsie, said email was an integral communication channel for the group.

“We are eager to offer a more personalised and streamlined service under the guidance of Datarati,” she said.

The news came as Datarati also confirmed it had been appointed by Perth-based Asia Escape Holidays to also implement Salesforce Marketing, Sales and Service Clouds.

Marketing Cloud will be used to build a customer preferences centre as well as automated payment platform, while the Sales Cloud is about giving the travel company a way of centrally managing sales leads from multiple sources, including third-party reservation booking system, Calypso.

Asia Escape Holiday managing director, Mason Stuart Adams, CRM and centralised customer engagement management has been an immature area of the business historically.

“With the support and strength of Datarati and Salesforce, we hope to become a leader in this area of the travel industry in the future,” he said.

Datarati CEO, Jarther Taylor, said both organisations are leading Australian and global travel companies.

“We look forward to sharing our strategic thinking, marketing expertise and technical capabilities with them to deliver a seamless and enhanced user experience,” he said. “ The business challenge of creating deeper customer engagement through omni-channel journeys is one we relish.”

The latest two deals cap off a year of strong wins for Datarati, including a contract with Virgin Mobile in July to implement and manage marketing automation and CRM. The agreement also sees the consulting group providing ongoing campaign management across the customer lifecycle.

Datarati also secured an Asia-Pacific contract with China-based global tour operator, Nexus Holidays, earlier this year.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+:google.com/+CmoAu

 

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

Launch marketing council Episode 5: Retailer and supplier

In our fifth and final episode, we delve into the relationship between retailer and supplier and how it drives and influences launch marketing strategies and success. To do that, we’re joined by Campbell Davies, group general manager of Associated Retailers Limited, and Kristin Viccars, marketing director A/NZ, Apex Tool Group. Also featured are Five by Five Global managing director, Matt Lawton, and CMO’s Nadia Cameron.

More Videos

Nowadays, when everything is being done online, it is good to know that someone is trying to make an improvement. As a company, you are o...

Marcus

10 lessons Telstra has learnt through its T22 transformation

Read more

Check out tiny twig for comfy and soft organic baby clothes.

Morgan mendoza

Binge and The Iconic launch Inactivewear clothing line

Read more

NetSuite started out as a cloud-based provider of Enterprise Resource Planning software or as NetSuite solution provider, which companies...

talalyousaf

NetSuite to acquire Bronto's digital marketing platform for US$200m

Read more

Thanks for sharing this post, its really good information I get through this blog.CDPO Online Exam Training

Infosectrain01

3 ways Booking.com is improving its B2B marketing game

Read more

Time is of the essence, especially for customer service teams. With chatbots, you can interact and assist customers at a larger scale, al...

Jai

Triple-digit customer database growth, personalised engagement become reality for Stone & Wood

Read more

Blog Posts

Getting privacy right in a first-party data world

With continued advances in marketing technology, data privacy continues to play catchup in terms of regulation, safety and use. The laws that do exist are open to interpretation and potential misuse and that has led to consumer mistrust and increasing calls for a stronger regulatory framework to protect personal information.

Furqan Wasif

Head of biddable media, Tug

​Beyond greenwashing: Why brands need to get their house in order first

Environmental, Social and (Corporate) Governance is a hot topic for brands right now. But before you start thinking about doing good, Craig Flanders says you best sort out the basics.

Craig Flanders

CEO, Spinach

​The value of collaboration: how to keep it together

Through the ages, from the fields to the factories to the office towers and now to our kitchen tables, collaboration has played a pivotal role in how we live and work. Together. We find partners, live as families, socialise in groups and work as teams. Ultimately, we rely on these collaborative structures to survive and thrive.

Rich Curtis

CEO, FutureBrand A/NZ

Sign in