Topic of the moment
The theme for our event at the end of last year was From Insight to Action. Can you talk about a particular piece of insight that then you put into action?
Travelex asked us to help change the perception of the brand, moving it away from a financial services provider towards an innovative travel company. We researched Travelex’s existing and target audience and identified two key trends. One, that people love content as a source of travel inspiration and two, we’re increasingly conscious of how much we spend on holiday but still want a taste of luxury.
We created Luxury for Less, a travel inspiration search engine that acts as a single source of information, pulling together the cost of flights, hotels, exchange rates and the average spend of holiday goers. To ensure the visitor always got real time information, we partnered with Skyscanner.
To expand the Luxury for Less concept, we developed a mini-web series of five videos, exploring a different type of ‘savvy’ traveller. We achieved over 45,000 unique visits to LfL within six weeks of launch, against a target of 30,000. This campaign won a PRCA Award for Campaign Challenges too!