1. Campaign NameKeep Vindolanda Digging with Increased Visits, Donations and Gifts2. General Background As Chris and Barbra (2011) have pointed out, organizations address different audiences when it comes to pursuing their marketing and business objectives. Engagement is used to refer to the form of communication and also whether the nature of messages and media is primarily emotional and intellectual. In all cases, organizations use the blend of these two elements to be heard, understood and interact with their audiences during a particular dialogue and the establishment of mutually beneficial relationships. Without a doubt, the level of relationship that organizations establish with their audiences has a direct influence on organizational performance. Consistent with the discussion above, it should be noted that there is a current shift in the world toward a view of the benefits of collaboration as opposed to the earlier understanding of the competitive buyer-seller relationship (Ford, 1990, p. 542). Indeed, looking back from a relatively modest beginning, one can easily see that buyer-seller collaboration and relationship marketing have become any company's most valuable asset in the business marketing program as well as in real business practices. After the last four decades during which the marketing mix view was the most dominant marketing activity in all aspects of marketing literature, relationship marketing has gradually emerged as an alternative view of the marketing scheme (Blois, 1996). . The importance of marketing communication is reflected in the knowledge that it has a direct impact on the central aspects of relationship marketing ...... middle of paper ...... customers, current customers and/or future potential customers. It is therefore important to combine these points of view in order to understand what was done wrong in the past, how this problem is solved currently and how this will be eliminated in the future to better satisfy customers. It is for this reason that Facebook comments and other online comments related to the website will be analyzed in this line.12.3. Feedback and Complaints – the company has an official website and it is likely that customers book their tickets and make reservations from the website as well. Thus, comments and complaints arriving on the website will be treated with high priority, while a service recovery package will be adopted if necessary. The overall essence is consistent with the goal of satisfying consumers and increasing their overall repurchase and recommendation intention..