How do you successfully market a travel brand in 2020? Read more from our very own...

As we inch closer to this year’s WTM (World Travel Market), the team at MAG reflect on some of our best campaigns in the Travel & Tourism industry – an ever-expanding market where sharing your brand’s voice to the right people is as crucial as ever.

To start with, let’s take a look at our recent ABT (above the line) campaign with getaway cottages provider, Sykes Cottages. 

Sykes Holiday Cottages – Case Study #1

With over 25 years’ presence in the Travel market, Sykes Holiday Cottages came to Media Agency Group to increase their brand awareness in a vastly growing industry, showcase their breadth of destinations across the UK and receive a positive Return on Investment to achieve a competitive market share.

With brand awareness and consideration as the two main objectives, TV advertising was the perfect fit. Sykes, as a brand, had never ventured into TV formats previously so our recommendation of a linear, regional plan resonated well with the demographic audience looking to target. Exploring a new format of advertising meant trackable data was crucial – an expert field here at MAG.

With the use of effective video creative across ITV North, ITV Central East, Channel 4 North and Channel 4 Midlands, MAG’s regional campaign for Sykes achieved:  

-    128,000 incremental branded sessions online 

-    Significant reduction in PPC investment on branded terms

-    Significant uplift in brand awareness and consideration

-    21,363 additional enquiries to the business 

Now let’s take a look at another top-performing campaign we’ve recently conducted in the travel market, where our team were tasked to increase UK travellers by 5% and room occupancy by 20%!  

Bermuda Tourism – Case Study #2

Bermuda Tourism, travel planning and marketing organisation, approached Media Agency Group to create a high-end media campaign to expand customer awareness in the UK as a luxury holiday destination.  

A crucial challenge faced during the strategy build was discovering a UK target audience for Bermuda, what media they were exposed to, and from this, tailor a successful plan to achieve the main goals from the client.

MAG, using data from Experian’s unique UK segmentations, combined mobile and press advertising with a state-of-the-art digital out-of-home activity. This covered a range of formats such as:

-    YouTube

-    Online Display

-    Email Marketing

Using Bermuda’s current UK arrivals data, overlaid with data provided by Experian, the campaign achieved an 11% increase in UK visitors to Bermuda vs the previous year, room occupancy increased 32% Y.O.Y and duration of stay and room nights increased by 35.7%.