Transforming a Tourism Crisis into a Business Opportunity
Imagine being an insurance provider during a global pandemic that halts international travel. With planes grounded and borders closed, the demand for travel insurance plummets. Yet, amid this downturn, an opportunity emerges to reposition and engage with a broader audience.
The Challenge
During COVID-19, the client faced outdated content, increased information demand about travel restrictions, stiff competition from major publishers, and the need to align content with conversion opportunities.
Our Solution
We published daily articles addressing current travel advisories and safety tips, developed real-time marketing content about destinations created on demand in response to news, ensured close SEO and Content team cooperation, expanded routine optimization, and created strategic internal linking for natural user flow.
The Results
- 185% increase MOM in number of organic sessions
- 76% increase in transactions
- Content page sessions increased by 1,321% YOY