awareness campaign
the issue:
The effects of the COVID-19 pandemic have weighed heavily on consumers and the travel industry, alike. Planning a trip can be stressful and confusing due to dynamic government mandates.
the truth:
Now more than ever, travel is sacred for Ontarians. It’s important they know that TICO exists to provide not only consumer protection, but also value and comfort when booking travel.
the idea:
Gently reengage people on the subject of travel protection. We wanted to drive awareness and position TICO and their registrants as trustworthy, credible, and empathetic sources on the latest information, so consumers can feel confident and secure when they choose to book travel again.
the approach:
Create a series of animated and informational videos to communicate how best to stay informed and avoid risk while travelling. We amplified the messaging through social posts, paid media, and a website landing page, all of which aligned with Ontario’s responsive framework of public health protocols.
the results:
Mass video: +580,000 impressions, +385,000 views, +85% video completion rate (2.8x higher than industry standard).
Paid Social: +3.5 million reach, +3.6 million impressions, 3500+ link clicks.
Online Engagement: Facebook + Instagram engagement rate +9x higher than industry benchmark (15.45% vs 1.6%).
