‘Twin approach’ to A&K campaign

A new online promotional campaign being put in place by Abercrombie & Kent is adopting a dual approach, it has been revealed.

The company provides “experiential holidays” to destinations around the world on a bespoke or luxury basis.

It is now looking to improve its online performance both by increasing the search engine optimisation (SEO) of its site content and through a pay-per-click strategy.

The former of the two efforts is to focus on identifying any ways in which page content is currently not performing on an SEO basis.

Meanwhile, the latter is to concentrate on achieving the most efficient rate of return for the expenditure made.

User engagement is already in place on the organisation’s website in a number of ways including the ability to create a personalised account.

This allows the visitor to store a list of trips they may be interested in by registering their name and email address.

A further option allows for them to opt-in to the delivery of a regular email newsletter from Abercrombie & Kent.