Boronia Battlefield Tours

Client for over 10 years with biggest achievement of $1.5M in sales revenue for 100th Anniversary Gallipoli Tour campaign

Industry

Travel & Tourism

Business Size

1 - 5

Scale

Local, State and National

about us

Boronia Travel Centre is a family owned travel agency located in Melbourne’s South East. For over 20 years they have that specialised in battlefield tours to Gallipoli, Vietnam, Thailand/Burma, Singapore/Malaya and the Western Front. They’re unrivalled experience and quality make them Australia’s leading battlefield tour operator, and provide the most in depth battlefield tours in the Australian market.


Our Approach

Boronia Battlefield Tours has been a client of Bright Owl Marketing for over 10 years now, where our consultants have developed and implemented an integrated and omnichannel approach to secure travel bookings on their battlefield tours. Over the years we have implemented the following initiatives:

  • Business Builder Marketing Workshops
  • Email Marketing Communications
  • 100 Years Commemorating Gallipoli Campaign
  • Corporate Presentations
  • Tour Product Development
  • Custom Website Design
  • Google Adwords
  • 12 Month Marketing Communications Calendar
  • Social Media Content and Advertising (Facebook and Instagram)
  • Brochure, Flyer & Poster Designs
  • Sponsorship Proposals
  • Public Relations and Media Outreach
  • Landing Page and Blog Copywriting
  • Email Template Design
  • Logo Design
  • Print Advertising
  • Photography
  • Customer Feedback Surveys
  • On-Page SEO & Back-linking Strategy

The Challenge

Despite having several employees, the marketing function was shared and performed on an ad hoc basis. This meant that many marketing activities were prioritised last. Bright Owl Marketing provided a dedicated marketing consultant to their business without the overheads of hiring someone full-time.


The Results

Logo Design

The Boronia Travel Logo is symbolic of the Australian Anzacs and military tradition. The use of the bugle is significant as it is sounded at commemorative services such as Anzac Day and Remembrance Day, which many of the Boronia Battlefield Tours commemorative each year. The cursive text “Battlefield Tour Specialists” has been used as a tag line as it presents the experience and quality that make this client Australia’s leading battlefield tour operator. 

Website and SEO Strategy

A new battlefield website was created back in 2011 and was completely written by a Bright Owl Marketing consultant. They have increased their website traffic by over 600% since it was created. With significant on-page SEO updates performed over the years, they now have 12 keywords ranking on the 1st page of Google, with 4 keywords in No.1 position. Bright Owl Marketing also brought more traffic to their new website by growing the number of visitors who take actions (conversions).  

Email Marketing and Social Media

A new monthly newsletter was created to send out to their new database, which continually grows each week thanks to our lead nurturing program. We grew the newsletter from 200 to over 3,000 in the first 2 years of operation alone thanks to applying new website automation processes resulting in more sign-ups. Both email marketing and social media have proven to be the biggest sales converting channels, generating over $ 1.5 Million in sales along for the 100 Yrs. Commemorating Gallipoli Tours Campaign. 

Print Advertising

We revised their print advertising strategy, applied new direct response marketing techniques to achieve better results, and negotiated better advertising rates on their behalf.

Press Releases

Bright Owl Marketing created monthly press releases that were distributed to a variety of print media contacts, online forums, blogs and news feeds, which further helped their search engine optimisation (SEO), and generated more enquiries from their advertising strategy.

Google Adwords

We also revised and improved on their Google Adwords strategy, generating a lower cost-per-click, and better quality leads.

Having built a solid partnership based on trust and results, Boronia Battlefield Tours considers Bright Owl Marketing an extension of their own business. But we haven’t stopped here – We are still creating new automatic marketing processes and further developing and leveraging some of their great strategic partnerships to keep this business moving forward.

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“Craig has used both traditional marketing as well as strong online campaigns to boost our business significantly. We have had traffic to our website triple and bookings for our Battlefield Tours have increased year on year since we began using Bright Owl Marketing.

For all the service and success we have had with Bright Owl Marketing the monthly cost is very affordable and their knowledge of the travel industry leaves the others in the dust!

Bright Owl has help tailor their marketing solutions to suit our needs and if you are considering a company then look no further as they are extremely flexible and reliable. I would not hesitate to recommend Craig and Bright Owl Marketing to any business.”

Peter Symons, Boronia Travel Centre

Are you serious about

GROWING YOUR BUSINESS?

To get the ball rolling we’ll need your business and goals, so please compete the form below. We’re only looking to work with people who are SERIOUS about growing their business. We’ll give you a transparent and concise way forward and if there is an opportunity to work together, then we’ll get a proposal to you within 48 hours.

Once you have completed form we’ll work out a time to hop on the phone or catch up in person at your earliest convenience.

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Our Raving Fans

Website Design – SEO – Copywriting

My current website was looking tired and I knew it needed a revamp. But it was difficult finding a person who could tackle all of my marketing requirements and understood the battlefield tour market, a very niche and involved area of the travel industry.

Craig very confidently project managed the entire website development, from the design through to the copywriting, optimising the content for search engines and implementing suitable Google Adword strategies. In fact, within the first month of operation I was driving more traffic to my new website compared to my old website.

As an experienced marketing consultant, Craig has been able to take the bull-by-the-horns with all of my marketing requirements and incorporating them into one cohesive marketing plan. This involved writing and distributing press releases, advertising and brochure development, and seamlessly integrating them with our online marketing strategy. We’ve been so happy that we’ve been using his services for over three years now.

Craig is a very conscientious and determined marketing professional who is clearly passionate about his business. My only regret is that I didn’t find him sooner.

Marketing Consultants – Travel Agent

As part of the team at Boronia Travel Centre, I have been using the Marketing Consulting services of Craig Pethebridge and the team at Bright Owl Marketing in Melbourne for the last 7 years.

Craig is always only a phone call away and easy to get hold of at any time. If he is unable to assist us on the spot he gets back to us within a few hours with a solution.

Craig has used both traditional marketing as well as strong online campaigns to boost our business significantly. We have had traffic to our website triple and bookings for our Battlefield Tours have increased year on year since we began using Bright Owl Marketing.

For all the service and success we have had with Bright Owl Marketing the monthly cost is very affordable and their knowledge of the travel industry leaves the others in the dust!

Bright Owl has help tailor their marketing solutions to suit our needs and if you are considering a company then look no further as they are extremely flexible and reliable.

I would not hesitate to recommend Craig and Bright Owl Marketing to any business.

Marketing Strategy – Travel Agents

I would like thank Craig for all his hard and work over the last five years and helping us grow to three travel agencies in the Greater Sydney region. His understanding of the travel market is a phenomenal in addition to the thought leadership and idea-starting content he produces in our email newsletters and social media campaigns. But Craig adds a seasoned layer of strategy, business and experience on top of that. He’s one of the few people that knows how to mux such a high level of creativity with an expert level of strategic thinking in the marketing world, let alone the social media marketing world. I also appreciate his patience and the amount of time he has put in to coach and support me in an effort to implement marketing campaigns in a timely manner. He’s an invaluable member of our team.

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