Finding opportunity in adversity
The challenge
To position this leading digital marketing agency with a global client list as a thought leader, not only in the middle of a pandemic, but also in one of the hardest hit industries: travel and tourism.
What we did
Over two hour-long interviews with the CEO, we extracted all the insights and information we needed. We supplemented this with additional research, then wrote a highly detailed and comprehensive 60-page whitepaper setting out the agency’s thinking on industry, marketing, and customer behaviour trends.
To make it especially useful, we structured the document in a way that identifed key challenges and opportunities in specific industry areas, before providing strategic advice on how to overcome these challenges. This included a checklist of specific actions organisations could take to address the key challenges facing their business.
The results
Over 500 downloads by CEOs and senior leaders in tourism and travel from across the world.
Eight invitations to speak at industry-related events and conferences.
Five requests to present to regional and national travel and tourism bodies.
Three new clients (and counting), totalling £87,000 in new business.
Raised the agency’s profile and reputation across the industry.
Provided a clear, coherent and confident voice at a time when the industry was looking for leadership.
What our client said
“I’ve never been shy about sharing my opinions with clients. But when the team at EI suggested we create a whitepaper for the wider industry I was, at first, reluctant. I’d never seen the value of publishing my own stuff before. How wrong I was. Going through the process with them really helped me crystallise my own thinking, but more importantly, it’s been fantastic for business.”