Scenic Tours Marketing Strategy


Scenic Tours operates luxury ocean and river cruises, both in Australia and globally.

The client had recently invested in a new marketing automation solution, but were not fully utilising the capabilities of the solution. Ellipsis were engaged to enable Scenic Tours to maximise the value of this investment.


Ellipsis conducted a deep analysis of 3 years’ customer data to identify four distinct customer segments. Each segment was profiled based on both booking and demographic attributes, including: age, average spend, booking frequency, booking interval, booking lead time and trip destination.

Targeted marketing treatments were then developed for each segment, and expected ROI was modelled.


Ellipsis supported this initiative through to implementation, by building customer journey maps to identify quick win trigger campaign opportunities.

These campaigns were designed to be triggered by key customer actions such as requesting a brochure or completing a post-trip survey. Trigger marketing campaigns were then successfully executed and delivered a strong return for Scenic Tours

Meet the Team

David Parsons
David Parsons Managing Partner
David Parsons Sydney
Tim Tyler
Tim Tyler Managing Partner
Tim Tyler Sydney
Alex Lehwaldt
Alex Lehwaldt Principal
Alex Lehwaldt Melbourne

Services Used

Marketing Treatments
Marketing Treatments

Designing your customers' communications and their timing

Customer Journey Mapping
Customer Journey Mapping

Diagnose and optimise customer journeys to ensure highly relevant experiences and maximum customer lifetime value

Customer Value Analysis
Customer Value Analysis

Data-driven analysis to understand value distribution across the customer base and customer journey.

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