Short lead time execution of adaptable media campaign
*Client’s actual name withheld as part of confidentiality agreement
Travel Company* is a global travel search site and app, a place where people are inspired to plan and book directly from millions of travel options at the best prices. Available in more than 30 languages and 70 countries, Travel Company has relied heavily on SEO / SEM as it’s primary method of reaching consumers and establishing its global market position since being launch in 2003.
In 2022, after a lengthy RFP process, Travel Company engaged Rebel & Thorn Inc. to run it’s first ever ‘brand marketing’ campaigns. This involved a multi-million dollar media test, with the goal of establishing greater brand awareness, while also driving increasing website traffic in 6 cities across Australia and Canada.
For a variety of organizational and technical reasons, final approval for the brand marketing test was delayed, drastically shortening the timeframe we had to develop and execute the campaign. Specifically we needed to consider the following external factors:
Completing the test within the 2022 fiscal year
Aligning the test with key travel booking seasons across both markets
Meeting timeline obligations promised to key external travel partners
Co-ordinating timing with existing brand health tracking research schedule
In short, the campaign needed to be planned and executed with very short lead times, from project approval, kick-off, planning, approvals, asset development, and execution start … all within less than two weeks.
The collaborative efforts of Rebel & Thorn and Travel Company allowed for the planning and successful execution of a multi-national, multi-channel test campaign on very short lead times. During and after the 17-week campaign period, the campaign was evaluated in terms of its success in driving improved brand health and increased website traffic / revenue generation.
Key test campaign results:
Significant brand awareness and consideration growth in the Canadian market (e.g., +19% / +15% respectively in Toronto)
Flat brand metrics in Australia (where existing brand awareness was significantly higher to begin with)
Positive overall growth in brand consideration, website visits, and brand preference
Positive movement on key brand sentiment attributes in both countries
Most importantly, the results from the test period gave Travel Company’s leadership team the confidence to invest in a sustained brand marketing campaign, knowing these activities have the potential to unlock significant growth potential in multiple markets.