• Date: 2019
  • Client: Nikon
  • Territories: UK
  • Outcomes: Video, Website, Display, Email

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.

  • Shortlisted for Best Partnership at the CMA 2019

  • Shortlisted for The Drum Content Awards: Best Integrated Cross-Channel Cross Media

Check out the project

The challenge

Inspire and educate our members and wider audiences about Nikon’s new mirrorless Z 7 camera. Photography and travel are a great match, but we still needed to craft a meaningful partnership; Nikon were clear that they wanted to see something mutually beneficial, so our offering needed to feel truly valuable and honest to our members.

 
NIKON AND SECRET ESCAPES INTRODUCE
Nikon: Home

"Discover two beguiling destinations through the lens of the photographers that call them home."

The solution

We created a multi-platform campaign, with a phased content release. The idea was to find two photographers, both from inspiring and very different parts of the world, and have them show each other around their favourite photo locations. Mixing the incredible landscapes of Norway and the urban scenes of Singapore, we could show off two photographic disciplines, show the versatility of the camera, and create a beautiful travel piece that would be recognisable to our members whilst still having Nikon at the forefront of the narrative. Two films were made, one for each location, and both were also filmed on the Nikon Z 7. A supporting microsite showcased the photographs from the trip, with meaningful interpretation of each by our photographers, plus a print photobook that we sent out to members and also gave to Nikon for their Nikon School.

Norway journey

"Join Jeryl as local photographer Gunvor Eline shows him around her home. From the patchwork of fjords and islands to the soaring, white-capped peaks, both photographers captured this mesmerising landscape with the Nikon Z 7. Find their photos below, offering a glimpse at two very different approaches…"

Competition

"Win an unforgettable escape to Norway and capture it with the Nikon Z 7"

Nikon Z 7

"Capture light like never before. Enjoy unrivalled optical quality and sensor quality in all lighting situations, with an ISO range that covers 64-25600 ISO – with minimal noise and astounding dynamic range."

Professional photography

We found two photographers from opposite ends of the earth and brought them together for two unforgettable adventures – in turn, they discovered each other’s homes. The pair explored Norway’s mesmerising Lofoten Islands, before heading to the urban sprawl of Singapore – each location home to one, and foreign to the other. View the photographs from their journey below.

The result

29% of the 6,500 video views generated across the content hub were completed in full, showing that the video content we created was both highly engaging and a highly effective way to communicate with the Secret Escapes audience.

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

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

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Southeastern

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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