The travel marketing experts
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Welcome to Accord W e are the UK’s leading travel marketing agency. The strength and depth of our expertise is second to none.
Our client relationships
We are truly consultative and flexible, recognising that communication is the key to success. We go above and beyond to push boundaries and challenge briefs - adding real value through considered questioning, deep-dive research and data insights.
Our heritage & reputation
Our tools & technology
We’ve been in the travel business for 30 years and during that time we have maintained our business credibility and a solid reputation as a commercially-focused, client-centric marketing agency.
It can be argued that the only real differentiating aspect of any company is its people, which is why recruiting, developing and retaining talented employees is a huge focus at Accord.
Having seen consistent focus and investment over several years, these now provide our teams with an integrated approach to planning, buying, tracking, analysis and optimisation.
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W e take pride in our professional approach, friendly demeanour and determination to deliver an outstanding service - but it is our company values that form our DNA. They guide the way we work with our clients, business partners, suppliers and each other. Our values
We are transparent and accountable, with a commitment to energise, engage and inspire. We value innovative ideas and fresh thinking.
Collaboration 02 We are dedicated to building strong, long-lasting and successful business relationships. This spurs us to go above and beyond.
This is the basis for everything we do and is the prerequisite for our success. It’s about being adaptable, considerate, open and honest.
By being passionate, driving collaboration, taking responsibility and being open-minded, we have created a vibrant company culture where ideas can blossom, people can thrive and success can flourish.
Encourages a culture of curiosity, drives innovation, inspires a sense of community and increases productivity.
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We love travel
This means that when a customer browses your website, views a piece of branded collateral, sees a newspaper ad or TV commercial or receives a piece of direct mail, their experience is unified and constant - with Of course, having been around for 30 years, it helps enormously that we benefit from excellent, well-established relationships with all key media publishers and digital partners. Indeed, they’re so good that we prefer to call them partnerships and have done so for many years. These partnerships allow us to pro- actively use our buying power to acquire preferential rates and secure value space, whilst taking full advantage of new product launches, creative ideas and data insight. every piece of marketing complementing the other.
F rom initial ideas, through to branding and positioning, demographic targeting and campaign planning, it’s our job to brilliantly blend strategy, creativity and content into successful campaigns that drive audience engagement and commercial success.
MARKETING IS NO LONGER ABOUT THE STUFF YOU MAKE, BUT THE STORIES YOU TELL.
Working with a wide range of cruise lines, tourist boards, tour operators and online travel companies, we are proud to represent some of the finest brands and destinations in the world. Our approach combines the rigour of direct response with the value of brand awareness, resulting in engaging campaigns with a quantifiable impact.
We always talk objectives first - and it is only then that we use the media tools at our disposal to explore, identify, reject and select appropriate channels before making recommendations. These are always accompanied by a robust rationale that supports our thinking and delivers a holistic experience across all platforms.
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Research & planning
PLANNING IS BRINGING THE FUTURE
S trategic planning is the application of thinking that goes hand-in-hand with data and statistics for long-term planning. It has a broad focus on the market, consumers, media influencers and competitors. We adopt three core principles:
INTO THE PRESENT.
From analysing market trends and seasonal fluctuations to observing competitor activity and the traveller’s path to purchase, it is our goal to identify short, mid and long- term opportunities that underpin your acquisition, penetration and retention strategies.
• AUDIENCE - this involves profiling consumers to
• ROLE OF MEDIA - using our audience and market knowledge, we make informed and objective decisions based on how media impacts consumers and when. These three stages are used to effectively plan campaigns, think through strategies, debate approaches and discuss ideas.
define demographic groups, to understand buying habits and interests and to identify media preferences.
To ensure our insights are grounded in data and our recommendations are fully validated, we have invested in an eclectic range of planning tools.
• MARKET - this stage includes analysing and
understanding the market and competitor landscape.
1 0 | P E R F O R M A N C E & A N A L Y S I S
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Performance & analysis
WE FOCUS ON GOALS, AUDIENCES AND MESSAGING, NOT ON STAND- ALONE TACTICS.
W e recognise to hit. We completely get that. That’s why we focus on driving performance to drastically improve the metrics that matter - awareness, engagement, conversions and sales. To stay competitive, brands must engage prospective customers in conversation, pique their interest, make them curious, and connect with them in the right places, at the right times. We make it our goal to understand that you have financial goals
your business, identify with your goals and provide measurable solutions. All our solutions are built on deep insights; research, media consumption and consumer behavioural buying patterns that are applied across media channels and platforms to get consumers loving, sharing, calling, clicking and buying more holidays, more often.
UNDERPINNED BY FACTUAL AND MEASURABLE RESULTS.
We are the experts in results- driven performance marketing.
All the time, our commercial focus is on acquisition, engagement and conversion.
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We’re brilliantly joined-up S pecialist teams working together to deliver a truly integrated approach.
P L A N N I N G
T E L E V I S I O N
B U Y I N G
R A D I O
C R E AT I V E
B R A N D R E P U TAT I O N
P R I N T
D I R E C T M A R K E T I N G
O U T O F H OM E
V I D E O
SO C I A L M E D I A
PA I D S E A R CH
CO N T E N T M A R K E T I N G
O R G A N I C S E A R CH
C R M & C R O
E M A I L
W E B S I T E S
P R O G R A MM AT I C
DATA A N A LY S I S
D I S P L AY
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W e have long- established strategic and active working partnerships with a host of travel associations and trade media companies. Working together we organise and sponsor events, produce white papers, commission research, write blogs and deliver industry presentations. Moreover, these high-profile partnerships allow us to invite our clients to prestigious events, meet with journalists to discuss editorial opportunities, take advantage of promotional offers and gain early access to new digital betas and product updates.
ALONE WE CAN DO SO LITTLE; TOGETHER WE CAN DO SO MUCH.
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Winning hearts, minds & awards
With the help of Accord’s travel marketing expertise, Cruise & Maritime Voyages have made significant strides in advancing our online marketing. We look forward to continuing to work with Accord in the future to grow our business and enhance our established reputation within the cruise sector. Mike Hall – Head of Marketing
W e always say that our best work is yet to come, not because we like clichés, but because we believe the more we practise, the better we get.
SILVER TRAVEL-I AWARD Titan Travel
BEST ADVERTISING, PR OR MARKETING CAMPAIGN Cruiseco
BEST ADVERTISING CAMPAIGN Le Boat
In recent years we have won, and been shortlisted for, several
awards that recognise our creativity, innovation and travel expertise.
We are delighted that the passion we have for being brilliant is validated by industry recommendations and recognised by our clients. We believe in creating work people care about.
BEST INTEGRATED CAMPAIGN Jordan Tourism
BEST WEB PLATFORM ROL Cruise
SEARCH INNOVATION Accord Marketing
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Accord is a collection of highly experienced digital, marketing and creative professionals who create beautiful brands, innovative identities, wonderful websites and dynamic digital campaigns. Working with us means creating a valuable and long-term partnership for the future.
T R AV E L L E D R E S P E C T E D I N FO R M E D CO N N E C T E D
IT ALL STARTS WITH A SINGLE CONVERSATION.
firstname.lastname@example.org 020 3424 7412
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