wanderlust australia tours campaign
STRATEGY | LOGO | DESIGN | COPY | E-COM WEBSITE | BROCHURES | CAMPAIGN | SOCIAL MEDIA | BLOG CONTENT | EMAILS | CRM DATA
There’s nothing like the challenge of launching a new business – let alone doing it during a pandemic, state border closures and general economic uncertainty. Seeing the opportunities amongst the adversities, Fred&Co planned a strategy and creative campaign to promote Wanderlust Australia’s new coach tours.
Using key insights in the 55+ travellers audience, we recommend an integrated mix of paid search, display and sponsored online ads which told the new Wanderlust Australia brand story of ‘Explore like a local’.
To gain traction in our lead gen, our visual ads did the heavy lifting and were underpinned with a comprehensive segmentation strategy. Search ads captured those who were proactively planning to take a coach tour. To sweeten the CTR and conversions, Early Bird Booking discounts and bonus hotel nights were included in the strategy too.
Being new in the market, testing for the campaign was critical to optimise our ROI. Weekly reporting allowed us to be agile in collective decision making with Wanderlust, especially since the business had never been seen or promoted before.
To drive enquiry conversions, we implement an email marketing program. A competition and website pop-ups captured names for our nurturing program which started with our destination blog content and then continued with news and offers.
With zero awareness of the brand and tours in the market, we ran a three month campaign before Covid choked the tour industry. In that short time. the different type of brand story that we created and campaign strategy, out-performed many travel industry benchmarks. That’s pretty good for a brand no one had ever heard about.
Online social media ads – a 6% CTR ( travel industry ave is 0.9%)
Website 82% average month-on-month growth of users
Email campaigns had a 5.4% CTA ( 140% above travel industry ave is 2.24%) + CTR of 17.2% (industry ave is 1%)
Database lead gen growth was over 250 sign-ups for customer nurturing emails