Goals: Clearly state your marketing goals and audience. What did you strive to achieve using this piece or program?
The Xanterra Travel Collection has the unique benefit of operating in some of the most beautiful places on earth, all of which have stunning images and stories to show and tell.
Our strategy was to leverage these assets to deliver a moment of peace, happiness and hope by bringing our Beautiful Places on Earth to our audience. Our communications allowed them to “roam from home”, while dreaming of their future vacation.
#OneWeek and Wanderlust Campaigns
We wanted to keep Xanterra’s unforgettable destinations in mindy by:
Bringing them to life through stunning photos and videos
Telling stories, of the people, wildlife and the environment in our places
Building our brand equity by communicating our commitment to exploring our Beautiful Places on Earth
Weekly Themes:
Week #1 (Mar 22-28): #OneWeekofWonder
Week #2 (Mar 29-Apr 4): #OneWeekofWildlife
Week #3 (Apr 5-10): #OneWeekofIcons
Week #4 (Apr 11-17): #OneWeekofStories
Week #5 (Apr 18-24): #OneWeekofSoftFootprints
Week #6 (Apr 25-May 1): #OneWeekofCulture
Week #7 (May 2-8): #OneWeekofColor
Week #8 (May 9-14): #OneWeekofDreaming
Week #9 (May 15-21): #OneWeekofRoaming
Week #10 (May 22-28): #OneWeekofWanderlust
Week #11 (May 29-Jun 4): #OneWeekofGratitude
Week #12 (Jun 5-11): One Week of Wanderlust Sale
The goal for these efforts was to roll seamlessly into a “Week or Wanderlust Sale” which was implemented by:
Social media and display ads
Gmail ads to fill in the gaps between email blasts, and carousel collections on social
We created a #OneWeek wrap-up video for a social prospecting audience
The goals of the One Week of Wanderlust Sale:
Generating increased awareness for the entire Xanterra portfolio
Driving users closer to conversion
Strengthening the relationship between each Xanterra brand
Generating increased social exposure and dialogue around Xanterra’s reopening post COVID-19
Results: Which of your original goals did you achieve and how? How did you measure the effectiveness of the piece or campaign? Entrants should provide quantifiable results of their tactics or campaigns. (for example, click through rates or ad equivalency)
All brands in the XTC portfolio participated in pushing the campaign through their channels and brand imagery, and used common hashtags to achieve greater visibility and consistency.
Total Impressions: 5,353,275
Total Reach: 4M
Total Engagements: 326K
Social Ad Video Views: 289,643
Social Ad CPC: $0.14
Week of Wanderlust Campaign Sale Results
Goal #1: Generating increased awareness for the entire Xanterra portfolio
Campaign Sessions: 96.5K
Campaign Pageviews: 109.4K
Video views: 163,784
Goal #2: Driving users closer to conversion (click throughs to partner sites, clicks on Book Now buttons)
Partner Link Clicks: 21.7K
Partner Link Clicks CTR: 0.4%
Google Ad Impressions: 799,450
Google Ad Clicks: 34,953
Goal #3: Strengthening the relationship between each Xanterra brand
41% of total bookings were for stays/trips in 2020
$539K of total revenue was generated from cross-brand sales
Goal #4: Generating increased social exposure and dialogue around Xanterra’s reopening post COVID-19
Total Social Impressions: 2,048,310
Total Social Engagements: 100,162
Social Ad CPC: $0.42
Social Ad Clicks: 37,090
Social Sessions: 53,132
Entry Title
Xanterra Travel Collection - One Week of Wonder
Division
Recovery Strategies - Recovery Strategies