Simplexity Travel - Luxury Travel Content Marketing

A content and social led approach to travel marketing

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Simplexity Travel Management is one of the leading providers of luxury travel to businesses and high net worth individuals.

Simplexity had long relied on a solid sales team and vast network to grow their business but wanted to employ an innovative marketing approach to radically increase inbound leads and revenue.

We knew that deeply understanding Simplexity’s target audience would be critical to the success of our approach. The audience is oftentimes a difficult – and expensive – one to reach and as such our messaging and content needed to be perfectly aligned to the unique needs of this group of personas.

 

Solution

Combining focus groups and surveys with extensive social listening via Sysomos and audience research using Global Web Index, we were able to uncover the unique needs of this audience and the required approach.

We understood that this audience is generally quite savvy and often beliefs and values driven. They need an approach that is subtle and non - “sales-y”, they need to feel they are deriving genuine value from any branded material they consume and require on average 10-14 touchpoints before they make a purchasing decision.

Based on this we set about creating a global destination guide designed to educate and entertain our key audiences. This was a massive undertaking and would require hundreds – and eventually thousands – of unique pieces of content centred around over 300 global destinations.

In order to maximise the impact of the guide we forged content partnerships with brands and networks such as Virtuoso, Marriott, Kempinski, Emirates Airlines and Necker Island. We also worked on joint content amplification for the launch of Marriott Bonvoy. We then worked with key micro-influencers and corporate travel partners to activate the campaign relatively organically. This included taking a handful of influencers to a luxury Rihanna experience at Wembley Stadium to launch the Simplexity Concierge service.

All of this served to drive high quality traffic back to the individual guide pages, driving leads and enquiries. Pages where then continually optimised based off performance. 

This content sat at the heart of a long-term social influencer and paid strategy which generated top of the funnel brand awareness through Facebook Carousel and Canvas ads, Instagram Stories and Sponsored posts and LinkedIn. We then drove mid and bottom of the funnel leads and sales through  Facebook and LinkedIn Remarketing. Regular outreach and community management was used to increase social follower base, as well as get relevant content in front of key individuals directly.

We managed to create a pipeline which was generating sales at only 6-8 touchpoints.

This destination guide was, and continues to be, the number one driver of leads and package sales for Simplexity. The guide has taken on a life of its own and is still being developed today – over 2 years later.

Results

%
Increase in website sessions year on year
+
Unique pieces of content created
m
Total Reach

the tree helped us successfully completely reposition our brand around an editorial content led approach. Their insight and support was invaluable for the growth of our business and they played a pivotal role in helping us reach and exceed our targets, and helped us effectively forge our way into content and inbound marketing. Efficient, effective and professional, the tree are a pleasure to work with from start to finish.

Mark Smith, Managing Director

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    Contact

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    T: 0203 222 0077
    E: info@thisisthetree.com

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