Description

For our client Brand USA, we collaborated with the market’s leading platform for flash sales, Voyage Privé, which had a strong reputation for featuring Tier 1 destinations. Together, they ventured into new territory by including Tier 2 destinations in their product offerings. This strategic decision aimed not only to broaden their portfolio but also to minimize potential investment risks. To bolster this initiative and ensure its success, a comprehensive nationwide co-branded digital and television marketing campaign was rolled out at the heart of the booking season for summer travel - the peak time for visitation to the United States. The campaign's goal was to stimulate sales, increase brand visibility, and solidify the presence of these emerging destinations in the market landscape.

Strategy and Tactics

By strategically leveraging geographical dispersion to our advantage, we meticulously crafted engaging itineraries that commenced in Tier 1 destinations and seamlessly transitioned to Tier 2 locations. Utilizing the expansive reach of Voyage Privé in the market, we successfully heightened visibility for these Tier 2 destinations, translating them into increased sales. This innovative approach not only diversified the European visitor base but also encouraged repeat visitations by offering thematic experiences encompassing cinema, music, gastronomy, and sports. This guided travelers off the typical tourist trails at an important moment for summer travel booking.

Results and Impact

The outcomes were remarkable: 16 new products leveraging geographical dispersion from Tier 1 to Tier 2 destinations, 4 thematic itineraries relating to the US pop culture and soft power - focusing on sports, cinema, music, and gastronomy, and over 4,400 passengers booked, marking a growth of over 10% year over year.