The Goal
Promote TravelZoo’s 2023 list of best places for Canadians to visit amongst our major city specific Canadian markets (Van Calg To), in order to help further establish TravelZoo as a go-to expert for finding deals and experiences in the minds of our audience.
The Campaign
Composed of Instagram advertisements, sponsored articles, and IG Reels, the campaign ran over the course of a 1-month period from the end of 2022 through the beginning of 2023. This allowed for us to position the TravelZoo and the destinations themselves as ‘must-visit’ spots for planning and booking trips in the new year.
The Strategy
By positioning TravelZoo to our audience as travel experts, we were able to use authentic messaging to drive our audiences’ attention and action towards TravelZoo and the content pieces.
Using TravelZoo’s originally created video content to customize dand launch a fresh IG Reel from Curiocity’s perspective brought another level of the organic and authentic feel to the campaign’s messaging. Also, using the sponsored articles to link back to TravelZoo’s own channels and blog posts further cemented the idea to our audience that TravelZoo is an authority worth trusting when it comes to travel deals and booking.
The timing of the campaign was structured and executed in order to capitalize on the approaching new year, in order to have the content be top of mind as our audience planned their next year of travel.
The Results
The campaign generated success in driving increased traffic to TravelZoo’s social channels and website, and generated great impressions and engagement across Curiocity’s Calgary, Vancouver, and Toronto channels.
