TRAFALGAR TRAVEL CASE STUDY
The Company
A member of The Travel Corporation family of brands, Trafalgar Travel helps tens of thousands of travelers see the world each year, operating over 200 trips to all seven continents.
The Objective
Continue to market the value of guided tours to our target demographic (upper-middle-class American, age 35-55+) while competing with the rising prevalence of OTAs (online travel agents) and do-it-yourself travel options (i.e. Airbnb).
Execution
As a Digital Marketing Coordinator for Trafalgar Travel, I oversaw the paid media efforts of our North American brand operations including display ads, paid search, and paid social media advertising.
In this role I spearheaded initiatives including partnerships with Ancestry.com and Holland America Line, the rollout and launch of new branding campaigns, UX analysis and updates to our web landing pages, and the expansion of our advertising efforts onto new platforms including YouTube and connected TV.
Results
In tandem with Trafalgar's Digital Alliance Team and an in-house design team developing creative assets, we were able to direct messaging to capture our target audience and additionally expand into new markets through brand partnerships.
With this improved targeting and enhanced multichannel strategy, conversions were up across all digital platforms and return on ad spend increased.
Although global trends had seen a decline across the travel industry, Trafalgar still managed to have a strong annual performance with our North American division posting among the best numbers in the entire Travel Corporation global brand portfolio.
Please see below for samples of the campaign work featured in these efforts.
Paid Social Advertising
Prospecting and remarketing campaigns run on Facebook and Instagram.
Display Advertising
Prospecting and remarketing display campaigns run on both Steelhouse and the Google Display Network.
Additionally, video branding campaigns were run on YouTube and connected TV to expand brand recognition.
Campaign Landing Page Example
Example of the 'Be My Guest' campaign landing page -- designed to promote both a special offer
and the brand's values & unique selling propositions (USPs).
Campaign Scheduling
Campaign calendar I developed to improve communications and reporting between brands and in-house agency
Hotjar UX Landing Page Testing
A test conducted using the Hotjar heatmapping tool to demonstrate how users navigate and interact with the campaign landing page. Findings from this test were used to make improvements to the website's user experience.
