Case studies > Future Traveller Tribes 2020
The project at a glance
The report represented a major shift in how Amadeus communicated. Its first thought leadership report demonstrated Amadeus’ understanding of emerging ‘traveller tribes’ to identify the emerging ‘tribes’ that will be major purchasers of air travel in the future. The report was packaged for implementation across 21 core markets. The report acted as a hub for a truly integrated campaign with a dedicated microsite on Amadeus.com, a ‘campaign in a box’ for Amadeus agencies and staff, international and national media outreach, event content, executive speaker programme and direct marketing all part of the campaign.
Objectives
- Support commercial shift of Amadeus from purely a GDS to a technology partner
- Support Amadeus’ strategic investment in airline IT solutions
- Raise awareness of Amadeus through extensive global and local media coverage
- Offer content to generate leads, empower account managers and support direct customer communication
Results
- International press coverage: audience estimated at over 4,170,000
- Trade press coverage: audience of approximately 240,000 key industry decision-makers
- Google hits: 20,800 exact entries for “Future Traveller Tribes 2020”
- Blog spots: 95 Google and 54 Technorati blog entries found on FTT2020
- 1,434 report downloads including 150 by airlines