This big idea couldn’t simply rely on the outdated ‘build it and they will come’ approach. We needed a central theme which could be executed across Travelex’s communications channels – providing the basis for everything from PR stories and blogger challenges through to engaging social content. From researching Travelex’s existing and target audience, we identified two key trends we could act upon: People love content which acts as a source of travel inspiration and we’re all increasingly conscious of how much we spend on holiday, but still want to get that all important taste of luxury.
To address this, we created Luxury for Less – a travel inspiration search engine that does the hard work for the consumer looking for a holiday. Luxury for Less acts as a single source of information – pulling together the cost of flights, hotels, exchange rates and the average spend of holiday makers when they’re on holiday.
To expand the Luxury for Less concept further we developed a mini-web series of five videos, each exploring a different type of ‘savvy’ traveller. This covered everything from the ‘early birds’ booking cheap flights in the middle of the night to ‘terrible tippers’, or to those ‘perpetual honeymooners’ who are still blagging newly-wed freebies years after tying the knot.
This hub acted as the centerpiece of an integrated marketing campaign – combining a social campaign around bloggers finding luxury for less while on holiday with a targeted PR push to national, lifestyle and trade media.
The videos that we created again linked back to a tension that our target audience experiences – wanting luxury and an ‘experience’, but not always being able to afford it. Each video told a funny, self-contained story to bring the campaign together with personality and flair.
Within the first six weeks we generated 45,000 unique visitors, 30 back links and a domain authority of 40+. We also had a great deal of national media picking up the project, with the likes of Daily Mail, Daily Express and Stylist. Finally, we developed a working relationship between Travelex and more established travel brands cementing it firmly in the realm of being seen as an innovator in the space.