• Date: 2019
  • Client: Lexus
  • Territories: United Kingdom, Germany, Spain, Italy, Norway, Sweden
  • Outcomes: Video, Website, Display, Email

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

Check out the project

The challenge

Align the new Lexus UX with some of Secret Escapes most design-forward properties, complementing the unique style of the car and highlighting its purpose as the perfect urban-escape automobile. Generate test drives and capture data, and create assets that Lexus dealerships can use. Launch localised content in six markets.

The solution

We created a bespoke Design Collection, sourcing our finest city-based design hotels and crafting localised design-lover’s city guides for each territory. This theme was fully explored in the two hero videos we made (one for the UK, one for EU), which showed our influencer experience a design getaway to two cities, staying at incredible Secret Escapes hotels, all facilitated by the Lexus UX.

Best design hotels in the world

"Discover a world of design with Lexus and Secret Escapes. Embark on your own urban adventure in the All New Lexus UX and let the city inspire you. Find new horizons as you travel from city to city, heading for the trendiest, urban design hangouts and world’s finest design hotels. From London to Edinburgh, discover the Design Collection."

View here

London city guide

"London is a powerhouse of trends and style, a melting pot for culture underpinned by the constant urge to create something new; in short, it’s a fascinating urban playground, a look-book for anyone seeking inspiration. See the best of it in our sunrise-to-sunrise design guide."

View here

The results

We generated over 380,000 video views, pushing the partnership story far and wide. These views, coupled with the unique hub visits, contributed to an incredible 174 test drives. It became clear our audience has been inspired to try the Lexus for themselves.

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

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

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Project

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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