Princess Lodges (a division of Holland America-Princess) has been a Portent client since 2002. They are a major force in travel and tourism, offering well-appointed, quality lodging in Alaska, as well as rail tours of the state’s most beautiful topography and wildlife.
There are many options in Alaskan travel – consequently it was imperative for us to differentiate Princess Lodges and build it as a regional authority. In 2013, as part of Portent’s ongoing contract with this long-time client, we were tasked with two goals:
In order to achieve Princess Lodges’ traffic and authority objectives, Portent developed an overarching content strategy tailored to increase authority with potential customers.
The tactics employed included:
Portent’s content strategy contributed to major traffic and audience engagement boosts for Princess Lodges. And after Portent added a blog to Princess Lodges’ sister site – Gray Line of Alaska – in August of 2012, organic traffic doubled year over year for that site as well.