Problem:
Consumer awareness of TICO and its services had stalled and plateaued at 34% for years. With increased online bookings over brick-and-mortar travel agencies, TICO needed to build a stronger digital presence to connect with consumers.
Consumer awareness of TICO and its services had stalled and plateaued at 34% for years. With increased online bookings over brick-and-mortar travel agencies, TICO needed to build a stronger digital presence to connect with consumers.
Insight:
Travel is sacred for Ontarians. They consider themselves “vacation deprived”, with 5 fewer days on average than the US and 8 fewer than the UK. So when they do take vacation, it has to go off without a hitch.
Travel is sacred for Ontarians. They consider themselves “vacation deprived”, with 5 fewer days on average than the US and 8 fewer than the UK. So when they do take vacation, it has to go off without a hitch.
Idea:
Develop a more visceral approach to create emotional resonance around the gravity of lost travel, highlighting the potential consequences of not booking with a TICO-registered agency or website.
Develop a more visceral approach to create emotional resonance around the gravity of lost travel, highlighting the potential consequences of not booking with a TICO-registered agency or website.
Approach:
We aligned the creative and messaging with defined target groups based on the way they booked travel, using upper funnel strategies to build consumer awareness and drive consideration. Three videos were developed targeting each identified target group, which ran leading up to peak travel periods. This was all complemented with paid social media posts of solution-oriented, value-driven content to provide proof points for the campaign using an evergreen approach. “Always-on” Search tactics rounded out the campaign to further drive intended travellers to the TICO.ca site.
We aligned the creative and messaging with defined target groups based on the way they booked travel, using upper funnel strategies to build consumer awareness and drive consideration. Three videos were developed targeting each identified target group, which ran leading up to peak travel periods. This was all complemented with paid social media posts of solution-oriented, value-driven content to provide proof points for the campaign using an evergreen approach. “Always-on” Search tactics rounded out the campaign to further drive intended travellers to the TICO.ca site.
Results:
The videos on YouTube alone achieved over 530,000 completed views with a view-through rate of 49%, far exceeding the industry average of 28%. On Social, we delivered more than +2MM video views and an impressive 326,000 social engagements. Overall awareness increased by +73% and knowledge by +19% by Q3.
The videos on YouTube alone achieved over 530,000 completed views with a view-through rate of 49%, far exceeding the industry average of 28%. On Social, we delivered more than +2MM video views and an impressive 326,000 social engagements. Overall awareness increased by +73% and knowledge by +19% by Q3.
Role: Associate Creative Director
