Smieten – Brand Development & Business Identity

The bestfortravel GROUP is a leading provider of worldwide travel experiences, covering vacation destinations around the globe. The group brings together established brands such as Raiffeisen- and Volksbanken Touristik, AtourO GmbH, Raiffeisen Reisebüro GmbH, GEO Reisen und Erlebnis GmbH, and Meine Kreuzfahrt Cruise Center. It also operates the event and ticket platform my-ticket.shop and runs numerous travel agencies in Austria and Southern Germany. In addition to traditional package tours, the company offers themed trips, business travel, cruises, and tailor-made round trips – designed for unforgettable holiday experiences.

In close collaboration with the bestfortravel GROUP, we optimized the new website for the cruise sector with a focus on key SEO aspects and further strengthened the brand presence of meinekreuzfahrt.com through targeted SEA campaigns. We also promoted several campaigns with exclusive offers using customized advertising strategies to sustainably increase visibility and reach.

Timeframe: Since January 2025
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Industry: Tourism
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Objective: To increase the visibility of the bestfortravel GROUP in the cruise segment and reach more potential travelers through targeted campaigns. The focus was on increasing inquiries and bookings by highlighting exclusive offers and customized promotions. By precisely addressing the target groups and optimizing landing pages, we aimed to maximize the conversion rate and directly boost travel bookings.

Services Provided:

• SEA Campaigns
• Conversion Tracking‍

The Challenge: Beyond improving organic visibility, it was necessary to quickly and effectively increase traffic and exposure for cruise offers through targeted SEA measures. A key requirement was the differentiated targeting of various user groups with specific interests in cruises – whether for exclusive deals or general cruise information.

Our Approach: To ensure successful Google Ads campaigns, we first implemented comprehensive conversion tracking to monitor performance and accurately measure campaign success. At the campaign launch in January 2025, we conducted detailed keyword research to identify high-conversion potential search terms in the cruise sector. Based on this, we developed three customized campaigns addressing different aspects of the target audience and their interests:
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• Brand Campaign:
  Aimed at users already familiar with the bestfortravel GROUP, ensuring they see relevant ads that support their booking intent when searching for specific cruise-related offers.
• Deals Campaign:
  Designed to attract potential customers with attractive, exclusive offers during fixed time periods, targeting users specifically searching for cruise promotions and discounts.
• Generic Cruise Campaign:
  Targeted users looking for general cruise information – whether for their first cruise or as returning cruise travelers.

Each ad was closely linked to specially developed landing pages offering relevant information and compelling calls-to-action to boost conversion rates. In addition, comprehensive tracking allowed us to monitor user behavior and campaign performance, enabling ongoing optimization and detailed performance evaluation.

Throughout the campaign period, we continuously made seasonal adjustments, managed budgets precisely, and excluded irrelevant search queries to further improve performance.
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Results:

Click-Through Rate (CTR):

• Brand Campaign: Outstanding CTR of 30%, underscoring strong brand recognition and high user interest.
• Deals Campaign: Impressive CTR of 12%, reflecting high interest in exclusive offers and effective messaging.
• Generic Campaigns: Solid CTR of 8%, indicating ongoing potential for further optimization and expansion.

Conversion Rate: With an average conversion rate of 9%, we achieved a strong performance in converting visitors into bookings.

Thanks to continuous optimization and data-driven strategy, we created a stable foundation for the long-term visibility and success of the cruise offerings. These campaigns not only increased the reach of the bestfortravel GROUP in the cruise industry but also helped position the brand as a trusted expert in the cruise travel market.‍

Explore cruise trips now on the meinekreuzfahrt-Website.

Sounds interesting? Meet our SEA experts in a free initial consultation!

Royal Caribbean International is one of the world’s most innovative cruise brands. Since 1969, the company has redefined the travel experience with extraordinary attractions and a wide range of onboard entertainment. In the DACH region, Executive Cruises serves as the exclusive sales partner, managing the cruise business through a network of several thousand travel agencies and providing access to a highly competitive market. From the very beginning, we have supported the German-speaking Executive Cruises team with a wide range of B2B marketing initiatives designed to strengthen local sales and increase brand visibility across the DACH region.

Period: November 2022 – December 2024
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Industry: Tourism
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Objective: Marketing support for the sales team to strengthen Royal Caribbean’s visibility and positioning in the DACH market.
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Services provided:

• Trade Marketing & B2B Communication
  
• Newsletter Marketing
  
• Social Media Management & Community Building
  
• Webinar Organization & Presentation Design
  
• Partnership & Co-Marketing Activities
  
• Website Concept & Maintenance
  
• Print Design & Corporate Stationery
  
• Sales Collateral
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‍The Challenge: The Executive Cruises team was looking for an agency with proven expertise in cruise line marketing and a strong understanding of the unique requirements of a complex distribution network. They needed a partner capable of aligning diverse interests, reinforcing structures, and developing marketing measures that not only convince sales partners but also clearly position Royal Caribbean within the market.
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Our Approach: In close collaboration with the Executive Cruises team, we developed a wide range of initiatives to strengthen trade marketing. These included the conception of a dedicated B2B newsletter series, the launch of a closed social media group for sales partners, and the organization of webinars supported by tailored presentations. Each format was designed to share knowledge and build excitement for the brand.

In addition, we executed co-branded marketing activities with travel agency networks, developed an informative website, and created a comprehensive suite of sales materials – from business cards, roll-ups, and promotional flyers to catalogs and posters.
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The Result: A significantly stronger brand presence in the DACH market, supported by a sales team equipped with effective tools, clear communication, and a recognizable brand identity. Royal Caribbean was successfully positioned as a leading brand in the cruise segment, with tangible impact across travel agency sales.
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Looking to strengthen your brand visibility in sales and set new impulses in B2B marketing?
‍We’d be happy to advise you in a free, no-obligation initial consultation.

Travel can quickly become a challenge – especially when heavy suitcases need to be transported through train stations, airports, or city centers. This is exactly where TEFRA Travel Logistics has been stepping in for 20 years: with specialized baggage services such as door-to-door, home-to-airport, or home-to-ship solutions for cruise guests. Comfortable, reliable, stress-free.

During the pandemic, travel behavior fundamentally changed. Safety, flexibility, and comfort became more important than ever – along with the expectations of service providers like TEFRA. It was the perfect moment to reposition the company strategically and visually. Together with TEFRA, we developed a modern brand identity that speaks to new audiences and builds trust – with cruise lines, travel agencies, and travelers alike. The focus: clear positioning, digital platforms, and consistent communication. A rebranding designed not just for today but for the future.

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Timeframe: November 2020 – today

Industry: Logistics, Tourism

Objective:
To expand TEFRA as a reliable brand for families, frequent travelers, and the 50+ generation through a new brand identity and targeted communication on the website and social media. At the same time, beyond the home-to-ship service, the door-to-door and home-to-airport services were to be expanded, while travel agency distribution was established as an additional sales channel to significantly increase visibility among end customers.

Services provided:

• Business Strategy & Identity
• Corporate Brand Design
• Print Media
• C-Level Support
• Web Design
• Social Media Management

The challenge:
TEFRA operates in a market with very few comparable providers. The goal was not differentiation, but rather making baggage service understandable and attractive as an independent service offering. The target group turned out to be surprisingly diverse: from seniors to families to train travelers. The brand presence had to be modern, fresh, and trustworthy, positioning TEFRA as a specialist in personal baggage services with years of experience – not as a traditional logistics company. At the same time, the added value for both travel agencies and private customers needed to remain clear. And all of this in the middle of a period when travel was heavily restricted due to the pandemic.

Our approach:
The rebranding process began with an in-depth analysis of the existing brand identity. Together with the TEFRA team, we defined the brand essence, target group insights, and brand values with precision. Based on this, a new visual language was developed: modern, clear, and versatile across both digital and print media. Logo, color palette, typography, and imagery were completely redesigned and combined into a modular design system.

In parallel, the brand’s tone of voice was also updated: more emotional, approachable, yet still professional – tailored precisely to the different audiences. As an external marketing department with C-level expertise, we guided the process holistically: from web design and content development to the strategic management of social media activities. On Instagram, Facebook & Co., we created real proximity to the community with inspiring travel themes, service tips, and entertaining content.

‍Results:
Today, TEFRA is far more than just a baggage shipper – the company has established itself as a reliable partner for travel agencies and a direct service provider for end customers. The new brand is visible, clearly positioned, and approachable. For 2025, between 85,000 and 90,000 pieces of baggage are expected to be shipped – a clear sign of growth and rising demand. The website continues to grow dynamically, adapting to new requirements, just like the social media activities, which steadily increase reach and relevance.

Do you want to strengthen your brand and accelerate digitally? We are happy to advise you in a free and non-binding initial consultation.

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