Case Study: JTI boosts travel stakeholder engagement with FCM Travel

Communicating travel intel with JTI’s stakeholders

The global tobacco company JTI faced a challenge in communicating the strategic purpose behind its corporate travel program to stakeholders and travelers after consolidating its agencies and undergoing significant change. They partnered with their travel management vendor, FCM Travel, and its FCM Consulting division to find a clear way to explain market conditions and safety protocols, moving beyond the perception of travel management as a mere transactional service.

FCM implemented a highly collaborative, quarterly newsletter strategy featuring video and regional content. This solution from FCM led to a 92% email open rate among senior stakeholders and a significant mindset shift among JTI’s 5,000+ travelers, who became more informed and considered in their booking decisions. The program successfully reduced repetitive queries, raised the travel team's strategic profile, and fostered a greater understanding of the travel management company's role.

JTI

Nichola Rimmer

Global Category Manager Travel & Events