asterix
the issue:
Consumer awareness of TICO and their services had stalled and plateaued at 34% for years. With increased online bookings over bricks and mortar travel agencies, TICO needed to build a stronger digital presence to connect with consumers.
the truth:
Travel is sacred for Ontarians. They consider themselves “vacation deprived”, with 5 less days on average than the US and 8 less than the UK. So when they do take vacation, it has to go off without a hitch.
the 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.
the 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.
the 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.
