We helped Scenic Tours unlock their marketing automation with segment-driven trigger campaigns
Scenic Tours operates luxury ocean and river cruises both in Australia and globally. The team had recently invested in a new marketing automation solution but weren't fully utilising the capability. Ellipsis was engaged to help them maximise the value of that investment — not by buying more software, but by unlocking what the existing platform could already do.
4 customer segments identified across 3 years of booking + demographic data. Trigger campaigns now fire off key actions like brochure requests and post-trip survey completions — delivering a strong return on the existing marketing automation investment.
We ran a deep analysis of three years of customer data and identified four distinct customer segments. Each segment was profiled across both booking and demographic attributes — age, average spend, booking frequency, booking interval, lead time, and trip destination. From those profiles we developed targeted marketing treatments and modelled expected ROI for each segment, so the team had a clear sense of where to lean in.
Ellipsis supported the initiative through to implementation by building customer journey maps that surfaced quick-win trigger campaign opportunities. The campaigns were designed to fire off key customer actions like requesting a brochure or completing a post-trip survey. Trigger marketing campaigns went live and delivered a strong return for Scenic Tours.
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