Experts in the travel and tourism sector, Digital Visitor proved a perfect fit for Great Rail Journeys, who wanted to promote its luxury holidays by rail to a wider, more relevant audience.
Looking to deliver real value in the short and long term, our teams sought to increase likes on Facebook, capture quality data for brand and partner marketing use and increase website traffic from social media. All of this, of course, while targeting the Great Rail Journeys core demographics.
During the promotion we ran Facebook advertising campaigns to gain more targeted interest and generate likes for Great Rail Journeys Facebook page. This involved developing and optimising ads, promoted copy and creative images to achieve a high click through rate and value for money.
Because Great Rail Journeys wanted to engage the widest possible segment of their core audience, our developers devised and created an engaging Facebook application capable of both quickly increasing page likes and capturing email addresses for future communications.
Using a simple entry mechanic to encourage participation, users were educated about Great Rail Journeys’ railway tours, generating brand interest. We created a bespoke opt in data form to maximise the value of entries, and also provided personalised results pages based on user answers.
Reaching an older, more wealthy, demographic, our app succeeded in capturing 1,802 email addresses from 3,651 entries and increase website traffic from social media by 100%, generating an almost immediate return on investment.
Alongside the quiz app, our team of social media experts ran a series of targeted Facebook ads designed to capture targeted interest in the campaign. Creative and compelling in content, these ads alone generated 1,286 likes with a best CTR of 2.6% (industry av. 0.52%) and reach of 62,000.
By using a deceptively simple Facebook application, supported by high-targeted social media advertising, we succeeded in delivering the widest possible interested audience for Great Rail Journeys, supporting its sales and marketing over the short and long term.