TourRadar’s Tour The World campaign was the company’s biggest ever brand awareness campaign. From 1000s of applications from all around the world, two random strangers were selected to go touring for 50 days, through 5 continents and experience 5 unforgettable tours, all expenses paid.
Branding elements
As lead designer, I worked on the overall campaign concept and designed the logo. The colour scheme is very much aligned with the TourRadar branding.
Logo
Colour scheme
Phase 1: Application phase
The application phase lasted 8 weeks where we asked people to submit their 30secs application video to tell us why we should pick them to travel the world with us.
During these 8 weeks we have received:
- – 2000 submissions
- – 900 completed video applications
- – we picked 6 finalists
- – and ended up with 2 winners.
Phase 2: Awareness phase
After the application phase, we started the awareness phase where we slowly over 8 weeks revealed the two winners and the destinations they would be travelling to across all our communications channels, such as email, social media and the landing page.
Phase 3: Live phase
The live phase of the campaign started with our two finalists – Joan and Jessica – touring the world. Along with TourRadar crew, the finalists toured Peru, the USA, Italy, South Africa and Thailand sponsored by tour operator Intrepid.
To ensure our users could follow the two travellers around the world we prepared several landing pages. One landing page was the main page with five more destination pages. These pages would constantly be monitored and reviewed to keep traffic high and bounce rate low.
To keep our users engaged we released a new video of the tour every other week. In all, we released eight videos – 4 of them interactive (think Netflix’s Bandersnatch) – and high additional help episodes, such as guide interviews and tour and experience videos.
Campaign collateral
As lead designer in this campaign, I prepared guidelines and concepts to pass on to the team to work on email designs, social media banners, and even video animations. It was my role to oversee the output of the marketing design team and ensure brand consistency.
Results
Overall we were very pleased with the outcome of the campaign.
We achieved:
- – over 1.1 million sessions on our landing pages
- – over 80,000 email and youtube signups
- – Almost 500,000 Euros gross revenue
- – 207m impressions and views across all our communication channels
- – as well as 8 mentions in relevant travel publications.
Additionally, TourRadar won The Lovie Awards for People’s Chose for Tourism & Lifestyle in the category Online Advertising.