Asta Yachting, a company based in Marina Dalmacija, Sukošan, has been operating for over 25 years with its own fleet of more than 50 vessels. As pioneers in yacht chartering in this region, they have been closely following digital marketing trends for quite some time.
At the outset, Asta Yachting faced the question of whether to halt marketing campaigns during the pandemic or to continue. Despite the uncertainties, they made the smart decision to keep their advertising activities going, as they had a foundation of consistent investment in advertising.
They needed a strategy that would prove to be a key advantage. Given the limited predictions and the unknowns of what to expect, a completely new communication and digital strategy was developed. It was necessary to reassure customers and provide support to both existing and new guests during challenging times.
The advertising strategy for Asta Yachting consisted of fundamental communication about the safety of the Croatian coast. High-quality communication and selected digital channels such as Facebook, Google, email, and the client's website became platforms for building trust with new and existing customers.
By leveraging existing data and targeting potential markets, they achieved a 12% increase in new users. Lead generation from new markets increased by 20%, while paid ads saw a 4.7% increase in performance. Advertising yacht charter services on Google proved to be the most effective in this case.
Increased organic search traffic to the website demonstrated the success of the strategy regarding a safe service and destination. They successfully overcame all challenges, further solidifying Asta Yachting's position as pioneers in the charter business. Their business serves as the best example of how a targeted strategy leads to the desired results.
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