wanderlust australia tours
CAMPAIGN
STRATEGY | LOGO | DESIGN | COPY | E-COM WEBSITE | BROCHURES | CAMPAIGN | SOCIAL MEDIA | BLOG CONTENT | EMAILS | CRM DATA
BuzBiz in Swan Hill were expanding their business to run a series of Australia-wide tours targeting the 55+ traveller. After creating the new brand and e-com website, Fred&Co kicked off a lead gen campaign to build awareness of the new Wanderlust Australia coach tours. The campaign aimed to engage the segmented audience with our ‘Explore like a local’ brand story and offer deals to drive bookings. We ran an integrated digital campaign of emails, SEM, social ads, social postings and a competition to build the prospect database for a nurturing program which started with destination blog content and then continued with news and offers.
We created a series of ‘Explore like a local’ ads which told our cheeky stories of local experiences to set Wanderlust Australia apart from the usual ‘cookie-cutter’ tours.
Being a new business and brand, we tested ads based on experience interests, destinations and offers which optimised the media spend and ROI.
Paid SEM, Facebook and Instagram were the key platforms used which allowed us to maximise budget investment and be agile with our ads by swapping in-and-out creative that was and wasn’t working.
We created a new prospect lead-gen database from scratch using a competition and website pop-ups for future email comms on-boarding tactics.
Emails were used to warm-lists and to the new Wanderlust prospect list which promoted offers, destinations, brochure downloads and the competition.
Stunning photos, experiences and inspiring travel quotes on Instagram played a supporting act in getting the ‘wanderlust’ into our audience to follow the brand across Australia.
Ads and emails linked to specific pages of either view tours by destinations or experiences to minimise bounce rates and ensure conversions.
wanderlust australia tours
CAMPAIGN
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 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 5.4% CTR ( 140% above travel industry ave is 2.24%) + CTR of 17.2% (industry ave is 1%)
- Database lead gen growth over 250 sign-ups for customer nurturing emails
