Website strategy, language, and optimization was implemented across 5 websites, 3 continents, and 3 languages. In some of the newer markets where global media spends were typically less, Blueliner had to use search engine optimization as an initial touch point for those that may not have considered vacationing in the Cayman Islands. A unique strategy and implementation plan was required for each web property.
In order to maintain a high level of user interest on site, Blueliner used its identified niche targets and heavily optimized those pages in unique campaigns. Blueliner opened numerous additional entrance paths on site in addition to the homepage (which had been the sole initial touch point).