• Date: 2018
  • Client: British Airways
  • Territories: UK
  • Outcomes: Video, Website, Display, Email

After a successful campaign the previous year, British Airways and the New Orleans Tourist Board came to us to build on the momentum we had achieved during the last campaign.

Check out the project

The Challenge

Taking our learnings from the previous New Orleans hub, we needed to build on our content offering and create a new way to promote the destination to our members. We also needed to promote the direct route British Airways were offering, and tie in bookable holidays so our members were inspired to book their own NOLA experience.

The Solution

We picked four themes proven to resonate with our members, creating an inspirational guide with local’s tips included to underpin our hero piece – a video guide to the city, presented by our editor. The content was supported by CTAs making it clear that British Airways offered the best way to reach the city, with a ‘holidays’ page packed with tempting deals.

Microsite

"Piercing brass and hot, jazz-fuelled nights on Frenchmen Street, steaming bowls of gumbo and sipping a sazerac in the Quarter, shotgun homes and decorated French mansions – New Orleans is a heady concoction of spellbinding cultural pursuits."

View live
Microsite

Explore NOLA

"New Orleans, or NOLA, as the locals say, offers fortuitous adventure on every street."

View live
 

Fly non-stop to New Orleans

"British Airways is the only airline to offer year-round, direct flights from London. Relax on the state-of-the-art 787 Dreamliner, featuring World Traveller economy, or upgrade to premium economy or to the luxury of Club World business class, all set to whisk you away to the birthplace of jazz and sazeracs in comfort and ease. Why wait? Book now to realise your NOLA dream."

The Result

After browsing the content on the site and learning more about New Orleans, 15% of users went on and clicked through to British Airways direct.

15,399
Video views
14,811
Social engagements
5,883,066
Reach

To hear more about this campaign, or find out about how we could help your brand, get in touch today!

Contact us
Next case study:
Wales

Text Modal

Sed posuere consectetur est at lobortis. Aenean lacinia bibendum nulla sed consectetur. Cras justo odio, dapibus ac facilisis in, egestas eget quam. Fusce dapibus, tellus ac cursus commodo, tortor mauris condimentum nibh, ut fermentum massa justo sit amet risus..

Project

Aenean eu leo quam. Pellentesque ornare sem lacinia quam venenatis vestibulum. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Integer posuere erat a ante venenatis dapibus posuere velit aliquet. Maecenas sed diam eget risus varius blandit sit amet non magna. Maecenas faucibus mollis interdum.

Wales

We were tasked with raising awareness of the Welsh tourist board’s Year of Discovery campaign and creating a compelling way to capture data for their ongoing marketing initiatives. We launched our own Discovery microsite, packed with experiences and adventure, and promoted an exclusive competition for data capture that included an experience – aligning itself with the overall messaging of the campaign.

11,597
Competition entries
54,904
Unique site views
2.825
Homepage Takeover CTR

Nikon: HOME

This campaign was our second opportunity to work with Nikon. The previous campaign, Capture the Journey, had yielded incredible results, showing that our Nikon content really engaged our audience. With this new opportunity, we had a wealth of learnings to apply to our next creative offering.

261,257
Video views
80,514
Unique hub views
16,026,655
Reach

Sandals

We’ve worked with Sandals for the past three years, allowing us to constantly improve our offering and increase the conversions they seek when working with us. Our latest campaign was unique in the sense that we hosted the Sandals holiday offers directly on Secret Escapes. This improved integration saw a YoY increase in total bookings generated over the campaign period.

2.98%
Email CTR
4.05%
Homepage Takeover CTR
0.34%
Display CTR

Visit Britain

Visit Britain presented a unique challenge for us to inspire our members to maximise their weekends, by embarking on adventures and experiences in the UK – the microgap. We showcased a range of curious and inspiring experiences and crafted our own, fully tailored, bookable microgap weekends offering more experience-plus-hotel packages. We increased these offerings by 357% (YoY) and saw an uplift in bookings of 119% (YoY on experience packages).

240,136
Hub visits
2.43%
Email CTR
1,100,000
Social reach

British Airways: New Orleans

After a successful campaign the previous year, British Airways and the New Orleans Tourist Board came to us to build on the momentum we had achieved during the last campaign.

15,399
Video views
14,811
Social engagements
5,883,066
Reach

Southeastern

Southeastern wanted to promote leisure travel along their train routes, by showcasing hidden gems in the South East. We crafted a series of secret guides that promoted unique adventures reachable with Southeastern. Our hand-picked hotel offers encouraged travel by train by being within walking distance of Southeastern calling points.Secret Escapes hotel bookings for the region rose by 37% YoY due to the activity.

84,550
Unique hub views
0.50%
Display CTR
4,625
Competition entries

Winter in Germany

Following the success of our previous Germany campaigns, the tourist board came to us once more to promote winter in Germany to our members.

81,108
Video views
4,996
Competition entries
8,495
Homepage clicks

Singapore

Singapore Tourism Board sought to increase travellers’ length-of-stay during a stopover. We created a true local’s four-day itinerary, written by our Asia editor and Singapore resident, Jessica Little. Secret Escapes offers were sourced that included four-night stays or a four-day stopover in Singapore. YoY we saw an increase in avg. length of stay with room nights up 100% because of the activity.

2.56 minute
Hub dwell time
+46% YoY
Bookings
7,673
Competition entries

Lexus: The Design Collection

A new car, a new concept. The new Lexus UX provided a very different challenge to the previous Lexus RX campaign we ran.

122,000
Unique views
9,058
Competition entries
174
Test drives

Italy

Italy is a demonstrably popular destination for our members, so we crafted a rediscovery campaign filled with hidden gem guides across cities and regions to offer something fresh. In this way, we could attract potential repeat bookers, alongside inspiring new travellers with inspiring and beautiful content around lesser-known destinations and things to do. Our Italy bookings, as a result of the campaign, saw a 37.97% uplift (YoY).

59,917
Unique views
7.91%
Email CTR
0.53%
Display CTR