VTP – Venice Passenger Terminal

Planning a lead generation strategy for one of the largest hubs in the Triveneto region

Illustration of a man and woman wearing hats and summer clothing, walking with luggage. The man carries a bag while the woman pulls a yellow suitcase. An anchor symbol and part of a cruise ship can be seen in the background, indicating they are boarding a cruise.

Sector

Private parking

Tools

Website design and development, UX website, Google Ads, Google Display, launch video

Description

VTP, the company responsible for managing the cruise terminals at the port of Venice, has adopted an advanced web strategy to enhance the online parking reservation service within its areas. Targeted consultancy was planned in the process of redesigning the booking website, accompanied by the activation of performance campaigns aimed at capturing parking demand through online platforms.

Visual

Custom illustrations were conceived to optimize the conversion rate and to distinctively position the brand. These visual elements were strategically developed to convey a sense of dynamism, security, and proximity of VTP to its various user groups.

Illustration of a person wearing glasses and a wide-brimmed hat, holding a smartphone with a cruise ship icon and Wi-Fi signal on the screen. In the background, a large cruise ship sails on a blue sea under a clear sky.

A minimalist illustration features the front of a large white cruise ship with an anchor symbol, docked at a port. Three cars are parked in front: one red and two gray. The background consists of solid blue and dark blue colors.

Illustration of a couple on vacation, walking with their suitcases near a large cruise ship. The woman wears a red hat, sunglasses, and a purple dress, while the man wears a brown hat, glasses, a blue shirt, and red pants. The background features a clear blue sky.

Website

During the website analysis, attention was devoted to improving the user experience on mobile devices, with the goal of making navigation more intuitive. This optimization, combined with advertising campaigns on Google Ads and Google Display, helped improve the user journey, optimizing visibility on search engines, and increasing the number of reservations.

A smartphone with a registration form open on it rests on a white wooden surface. To the left, there are icons of cars and a plane, and to the right, part of a large cruise ship is visible. The scene conveys a travel and transportation theme.

Three smartphones are placed on a white wooden table. The left phone displays a blue menu screen with options in Italian. The center phone shows a promotional webpage in Italian with a cruise image. The right phone shows a form with fields for "PARTENZA" and "RICARICA.

Google display banners

Through campaigns on Google AdWords and Display, a significant increase in reservations was recorded. The conversion rate rose to 10%, while the click-through rate (CTR) reached 11.8%, surpassing the average of AdWords campaigns, which usually ranges between 2% and 5%.

A computer monitor and a tablet both display a webpage featuring advertisements for V.T.P., promoting parking at the Port of Venice. The ads include phrases like

APP launch video

For the launch of the new app, a promotional video with impactful and highly recognizable graphics was created. The video is displayed to visitors when connecting to the Terminal Wi-Fi network, effectively promoting the application.