Low cost airline, bmibaby's challenge is to encourage customers to consider holidaying more frequently. To do this they need to cut through the noise generated by its competitors online, and encourage more conversations about its own services.
With a travel community which is vocal, active and highly engaged, conversations already span many topics. A key strategy is to diversify brand stories, create shareable content and engage regularly in conversations.
Optimised content supports search engine visibility and brings about brand trust. Initiatives are tightly tied to agreed KPIs, which in turn contribute to the marketing ROI calculations.