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
Error: Please check your email address.
Show Comments

Blog Posts

Social purpose: Oxygen for your brand health vitals

If trust is the new currency, then we’re in deep trouble. Here's why.

Carolyn Butler-Madden

Founder and CEO, Sunday Lunch

Customer experience disruption: Healthcare faces a bitter pill

Over the past decade, disruptors such as Amazon, Apple and Australia’s Atlassian have delivered technology enhanced customer experiences, which for the most part, have improved customers’ lives and delivered unparalleled growth. Can they do the same for healthcare?

Alex Allwood

Principal, All Work Together

How can a brand remain human in a digital world?

Some commentators estimate that by 2020, 85 per cent of buyer-seller interactions will happen online through social media and video*. That’s only two years away, and pertinent for any marketer.

James Kyd

Global head of brand strategy and marketing, Xero

The AANA has hatched, for the first time, an advertising sentiment index that will regularly measure the Australian community's perceptio...

John McConnel

AANA rolls out first Australian advertising sentiment index

Read more

https://bit.ly/2qLgzmR Transform your life a proven digital blueprint

Okitoi Steven

How this banking group tackled a digital marketing transformation

Read more

Its great to hear that companies including JCDecaux, oOh!media, Omnicom and Posterscope Australia have all partnered with Seedooh inorder...

Blue Mushroom Infozone Pvt Ltd

Out of home advertising companies strive for greater metrics and transparency

Read more

Much ado about nothingAnother fluff piece around what it could possibly do rather than what it is doing

gve

How AMP is using AI to create effortless ‘experiences’

Read more

is it true that Consumer expectations are also changing as a result. If we trust someone with our data there is also an expectation that ...

Sunita Madan

Society will decide where digital marketing takes us next: Oracle

Read more

Latest Podcast

More podcasts

Sign in