SA-Rail specialise in both local and international travel and is proud division of the Luxus Travel & Tours Group. As an authorized reservation agent for The Blue Train, Rovos Rail, Shongololo Express and Premier Classes, they were looking to increase bookings specifically for The Blue Train and Shongololo Express especially from the international market – as locally they are quite established.



We suggested to launch a targeted paid media campaign using Google Ads as the main platform. We created various international campaigns that focus on key markets such as Australia, UK, USA and certain parts of Europe targeting specific keywords related to various luxury train tour related terms. We also launched a few remarketing campaigns focusing on special offers and promotions to re-engage past website visitors.

Campaigns that are segmented geographically quickly show performance that displays which locations are bringing in more traffic and conversions enabling to shift budgets and increase spend on campaigns that are bringing better results.

We also maintained a local South Africa targeted campaign which is still generating the most bookings. The main aim was to increase bookings for the Blue Train and Shongololo Express. From mid January 2019 to the end of May, we’ve managed to steadily achieve a CTR of 8.53% and a conversion rate of 33.33%. Some campaigns have a CTR of close to 20%. On average we are generating between 90 – 100 booking enquiries per month at a CPA of R200.

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