Case Study about T-QUAL Accreditation on LinkedIn: Achieving the highest response rate with LinkedIn Partner Messages

1. Marketing Solutions
T-QUAL Accreditation
Case Study
Achieving the highest response rate
with LinkedIn Partner Messages
“ The Partner Messages had a much higher click
through rate than any other EDMs we sent.” Objectives
Antonia Sherry • Engage the Australian Travel and Tourism industry
T-QUAL Accreditation Project Manager, Tourism Australia • Raiseawareness of the new T-QUAL Accreditation
framework
• Achieve a high take-up rate
Tourism Australia is solely responsible for marketing the
Solution
Australian Government’s new partnership with quality tourism
• Communicate directly with specific target audience
accreditation, rating and certification programs, T-QUAL
Accreditation, an initiative to improve quality and standards using LinkedIn Partner Messaging
within Australia’s Travel and Tourism industry, and to • Promote T-QUAL Accreditation using LinkedIn
provide consumers with one, easily recognisable symbol of Targeted Display Media
tourism quality.
Why Use LinkedIn?
They needed to engage:
• Precise and strategic targeting by industry and job
• Tourism and Travel Operators function
• Hospitality and Leisure Industries • Broad reach using a consolidated approach
• Recreational and Arts Businesses
Results
Tourism Australia devised a campaign to raise awareness
• 29.21% LinkedIn Partner Messages open rate
within these sectors, promoting the Australian Government’s
new tourism accreditation framework. LinkedIn was utilised as • 21.52% CTR after opening
a core component in the delivery of this message.

2. “ The Partner Messages were very successful. It was a really good result for us as the message
was relevant and personal.”
Antonia Sherry, T-QUAL Accreditation Project Manager, Tourism Australia
Strategic LinkedIn Campaign Impactful Results
Tourism Australia worked with LinkedIn to devise a 3 month Tourism Australia was able to specifically target and deliver a
campaign which was launched in June 2011. The campaign personalised message to 7050 LinkedIn members who were
entailed display media and partner messages targeting 3 selected based on their relevance within the Travel and
separate segments aimed at achieving the highest response. Tourism Industry. Of the Partner Messages delivered, 29.21%
The key target segments included: key decision makers, were opened and of those there was a 21.52% CTR.
managers and group members within the Tourism and
Travel industry. Antonia Sherry from Tourism Australia says the
strategic campaign was well received.
Ads Supported Success of Partner Messages
Together with the Partner Messages, Tourism Australia
incorporated the full range of LinkedIn ads - Skyscrapers,
Textlinks, Medium Rectangles and Leaderboards. Antonia
Sherry says, “Our advertising on LinkedIn assisted in fulfilling
our campaign objectives by getting our message to the
right people in a space that was relevant to their needs.
The advertising campaign supported the success of the
Partner Messages”.
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