Sunwing Vacations is looking to drive its cross-channel marketing efforts via a new mobile initiative the company is rolling out nationwide.

Sunwing partnered with Tagga Media to develop its mobile strategy. According to the company, the partnership will help leverage the company?s traditional, digital and social media marketing channels.

?They?ll be using our platform, which will drive cross-channel initiatives,? said Amielle Lake, chief marketing officer of Tagga Media, Vancouver.

Sunwing is a family-owned and managed integrated leisure tour operater for the Canadian marketplace.

Tagga?s clients include Red Bull, Stonyfield Farms and Dole Foods.

Mobile enhancements
Via the partnership, Sunwing will use Tagga?s platform to deploy its mobile marketing efforts.

Currently Sunwing operates two loyalty programs.

Consumers can opt-in to the programs by texting the keyword PRIZE or FLY to the short code 223344.

In addition to its SMS efforts, the company is also looking to enhance its mobile marketing tactics in other mediums such as QR codes, mobile sites and mobile advertising.

Rise of mobile
This initiative by Sunwing is proof that it is important for marketers to have a cross-channel strategy.

Smartphone penetration is growing at a rapid speed and consumers are constantly interacting with companies via their mobile device.

Mobile presents a big opportunity for marketers to reach consumers no matter where they are.

By implementing technology such as QR codes, SMS, mobile sites and applications into a cross-channel campaign, marketers will definitely have a leg up in the mobile space.

?I just think that there?s going to be a general increase in consumers connecting with brands this year,? Ms. Lake said. ?I don?t think any single technology will surpass the other.

?We?re going to see progress in augmented reality and NFC and there will be a continued rise in QR codes,? she said. 

Final Take
Rimma Kats is associate editor on Mobile Marketer, New York