SinoTech Group signs deal: To provide PATA members with social media analytics data

The Pacific Asia Travel Association (PATA) has joined forces with the SinoTech Group, a performance-based digital marketing company headquartered in Beijing. The SinoTech Group is known regionally as technology innovators in social media analytics, search marketing and affiliate marketing. These are all areas of marketing having increased impacts within the tourism and hospitality sectors.

A Memorandum of Understanding was signed last week in Beijing by Greg Duffell, chief executive officer, PATA, and Dr Mathew McDougall, founder and chief executive officer of the SinoTech Group.

Duffell considers the partnership to be extremely significant, as there are over 500-million Facebook users across the globe who keep the online world updated about their travels. Blogs, followed by travel forums, are the second and third most popular online tools travellers use to share their experiences. Said Duffell: “With the increased popularity of social media and its powerful impact on sharing a traveller’s experience, it is imperative nowadays for travel-and-tourism marketers to learn how to engage with potential consumers by leveraging this particular online tool.”

Dr McDougall is very pleased with the signing of this partnership, as the group represents a wide range of international and domestic hotel groups, airlines and tourism groups. Said McDougall: “I am excited about entering into this two-year agreement with PATA to provide their members with social media analytics data. It is now widely recognised that social media is having a significant impact on the travel-and-tourism sector, and this is the start of addressing this need for a greater social media understanding."

Source: PATA

Luxury travel company Cox & Kings appoints Leapfrogg as digital marketing partner

Cox & Kings, the longest established travel company in the world, has appointed Brighton based digital marketing agency, Leapfrogg, to deliver an integrated search, social media and content strategy.

Cox & Kings’ history stretches back over 250 years when the company was involved in shipping, banking and other logistical activities before becoming a tour operator (in the modern context) in 1970. Initially specialising in India and natural history tours, more recently the company has broadened its range to include Latin America, the Middle East, the Far East, Africa, Europe and Australasia.

Supporting Cox & Kings in-house marketing and PR team, Leapfrogg will be responsible for creating and executing an integrated digital strategy aimed at establishing Cox & Kings as the premier name in upmarket travel. Underpinned by the company’s core values of service and expertise, Leapfrogg is tasked with gaining market share for the core market of over 50’s, whilst also helping the company to open up to a new, younger audience.

Leapfrogg’s understanding of travel retail will ensure online tactics work in a ‘joined up’ manner, whilst also aligning with offline advertising and direct marketing activity to deliver a consistent multi-channel experience for prospects and customers.