Travel Takeovers

Extra Holidays is focused on driving bookings to fill last-minute inventory at resorts around the world. I developed this program, managed the cross-channel editorial calendar, and directed a team of content creators for on-site captures. The program resulted in a 50% increase in direct bookings from social, over 130% increase in website traffic from social, and is consistently our top performing content.

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 produce digital channel-optimized assets.

Content was shot, edited, and posted live to social channels on-location to show first-person traveler's perspective of an Extra Holidays vacation. It was then disseminated across digital channels for long lead marketing in blog, email, and digital advertising.

Let's Break It Down

Content Strategy

Travel Takeover content was developed from the traveler's perspective and was social-led. Our library of assets were used across all digital media channels, and all traveling contributors wrote blogs.

Paid Social

This program overhauled the way we developed social media ad content across Meta and TikTok. $30+ efficiency in CPB and drove a 130% increase in website sessions from social with new ad content.

Team Engagement

All of my team members in good standing were eligible to be traveling content creators and blog contributors. Each travel takeover had a minimum of two contributors, which created organic situations for team bonding.

Awards

Extra Holidays Travel Takeovers campaign was an award finalist for the 2023 ARDA Awards, Social Media Campaign category.

Travel + Leisure GO Social Branding

Learn more about how I developed a social media strategy that catapulted this brand's newest product from 0 to over 140k followers with engagement rates that rival the Magazine's social channels.

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