EXPEDIA
INTEGRATED DIGITAL CAMPAIGNS
ChallEnge
Expedia came to us to draw on our digital expertise to help increase sales of travel to eight global cities through integrated content marketing. The campaign needed to align and complement Expedia’s wider brand marketing strategy with a clear focus on building digital visibility, traffic and sales of trips to target cities.
The key insight led us to understand today’s travel consumer is focussed on two things; experiences and authenticity.
With this front of mind we developed a concept that drew on the experiences of on the ground travellers who had made our target cities their homes. Their content contributions allowed us to develop a content hub, regular social media content and various campaign activations across digital channels.
APPROACH
We created “City Diaries”, as the basis of the project. This involved building a network of on the ground reporters based in the 8 global cities. They provided weekly contributions in editorial and video format and we managed the end-to-end publishing process, from strategy to publishing and promotion.
The content platform enabled us to integrate various campaigns alongside the always-on strategy such as city specials where we focused on a particular aspect of a city such as Nottinghams music scene, or an event or holiday trigger such as Valentine’s day. Content was distributed across multiple channels, including social, email and influencer outreach.
Mobile first content targeted users before and during their trip and tactical campaign elements such as interactive content and infographics supported date and location based activity.
Customer
Decksender
RESULTS
Although an ongoing project the community has grown steadily through the duration of the work with Decksender. Decksender boasts over 5,000 start-up companies and circa 1,000 investors on the platform and this is growing at 5% + month on month. This growth has enabled Decksender to launch a number of paid solutions for start-ups with significant uptake since launch.