Travel Takeovers
Extra Holidays needed to re-balance their marketing funnel to build top of funnel awareness and acquire new, qualified target customers.
I developed a campaign to tell the story of what traveling with Extra Holidays is like for their guests. This full-funnel campaign was an overhaul to how the brand marketed its product. It included brand identity, content strategy and development, consumer journey building, editorial planning, channel marketing and more.
Where in the World?
Over two years I led the Travel Takeover strategy, sending creators on 13 trips across the United States & US Territories to curate stories that inspired target audiences and produce digital channel-optimized assets.
Content was shot, edited, and posted live to social channels on-location to show first-person travelers' perspective of an Extra Holidays vacation. It was then disseminated across digital channels for long lead marketing in blog, email, and digital advertising.
Results were overwhelming, taking a formerly bottom funnel-focused brand and developing a full marketing funnel to convert customers.
+160%
Revenue
from digital channels
+130%
Website sessions
from digital channels
:90s
Avg time on page
Campaign blog pages
+6K%
Engagement Rate
on owned organic social
Travel Takeover destinations fueled our marketing engine and built a long term content program that is still leveraged to drive bookings today.
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Top performing ad content on all objectives
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Top engaged organic content
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Most engaged website pages in terms of time on site and likelihood to reach an additional page
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Utilized on owned channels to drive CVR
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& More
Click thumbnails to read sample blog articles.
Storytelling & Audience Strategy
The objective of this campaign was to acquire more leads and customers for the brand. Every stage of the campaign was built with nurturing customers through the journey to purchase.
Audience and marketing strategy were intertwined with content development, ensuring the right audience was served the right message, at the right time, from awareness and acquisition through to retargeting and conversion.
Sample Content
NOTE: This is a sampling of publicly available content. All ownership rights are reserved by Extra Holidays by Wyndham and Travel + Leisure Co.