ON THE GO TOURS
On The Go Tours is a leading global tour operator. Their #FeelGood Photography Competition encouraged travellers to submit their inspirational travel photos to win 1 of 8 holidays to destinations around the World.
Over the years On The Go Tours has grown into a small yet global tour company. They would love you to experience a country the way it really is, with people who live there and know it inside out. To them, this makes the difference between a great holiday and a truly memorable one.
We managed to attain a variety of goals by implementing a single campaign focused on user generated content: I Feel Good.
- We gathered thousands of high quality photos to populate On The Go Tours’ website. Furthermore, we are able to utilise this content in marketing activity going forward.
- We built a vast CRM database of email addresses for On The Go Tours to market to in the future. Over 6,500 email addresses.
For us, as On The Go Tours’ performance partner, we need to promote the brand and are answerable for ROI, so fresh content is a must.
But how does one get hold of such content? Either one sends a professional photographer on a plethora of tours, which is expensive, or one spends money on stock footage, which is regurgitated, overused and equally expensive.
What we needed was real imagery, imagery that speaks to what On The Go Tours stands, and is known, for: authenticity. We sought to stick to this core value.
We needed to envision a campaign that not only drove content, but quality content that is focused on real travellers’ experiences. #FeelGood was hosted on the On The Go Tours website. The microsite was built with one sole purpose in mind: showcase the beauty of entries. The most amazing ones can be found here.
Travel is sold via inspiration. Make people feel like a destination can recharge them, can revitalise them and ignite their passion to travel and you’re golden. We have a passion for travel, and we know you do too. So... we themed and conceptualised the competition around people sharing their travel inspiration, summarised into three short words: I Feel Good.
View the full case study here.