79 Travel and Tours is an online travel agency, offering clients everything from local and international flights, accommodation, cruises, group travel and corporate packages. Enjoyment is at the centre of their ambition, and it’s their goal to take you on the experience of a lifetime.
FLANCE Directive Creators was tasked with helping 79 Travel execute a digital marketing strategy to generate leads for various travel packages and deals. The goal was to assist them build brand awareness, drive traffic and conversions using keyword and industry research, acquire new customers, and build a solid relationship through social listening on their social media platforms: Facebook, Twitter and Instagram.
FLANCE started off by testing a variety of different ad creatives, targeting segments and ad placements. This helped us find a few combinations that delivered the most visibility for 79 Travel regarding their social media fan base. Once the fan base was established, we started growing the engagement of the posts.
The strategy we used to get in front of new customers was interest and behavioural targeting. We implemented geographic targeting of ads, lookalike audiences, and re-marketing audiences to stretch their ad budget to the fullest.
In the first month of running a Lead Generation campaign for an Everest package that 79 Travel were selling during 2016, we managed to generate a total of 30 leads at an average cost of R18.13 per lead.
Fast forward to August 2018, we managed to generate a whopping 756 leads at an average cost of R7.63 per lead. In summary, we generated 2,420% more leads in August 2018 than in June 2016, and saved 79 Travel an average of R10.50 per lead. Making it a total of R7,938 of savings for just their Everest package campaign over a month.
We achieved these results by optimising and running target audience-specific campaigns to Facebook users who are interested in travel or travel regularly.
FLANCE implements and adapts this strategy according to the key performance indicators and the audience, generating a multitude of leads for our clients.