After having little success with previous marketing efforts on campus, Intrepid Travel contacted us to develop a new approach to marketing to students and deliver some real results. Intrepid provides global adventure travel focusing on small group adventure travel. They help their travelers experience real people, real cultures in incredible locations like Egypt, Bangkok, Thailand, New Zealand, Africa, and roughly 100 other countries.
Challenge: Convince college students to travel with other young adults to alternative trip locations that they might not otherwise consider.
Campaign Goals: (1) Promote and give away a 13-day trip for two to Chile and Argentina. (2) Increase new trip sales among students 18-24. (3) Increase brand awareness of Intrepid Travel to college students.
Media challenge: Utilize media that college students consume to share the opportunity for unique travel – all on a limited budget.
Campaign Reach: Promoted on 32 colleges and universities across the U.S. in the spring of 2011. Total enrollment of all schools involved was 864,000+.
Media used: Targeted student email blasts, Facebook ads, and college newspaper inserts
Campaign Message: “Find a bigger world in smaller places…”
- Increased Facebook “Likes” 265% over the duration of the campaign
- Delivered a 891% increase of leads for their “Enter-to-Win” trip program
- Increased new travel bookings 155% from the previous year
“Over the years we tried varied tactics to reach the college market with no success. We worked with Campus Media to develop our Spring campaign and saw the best results we’ve ever seen for this segment and blew all of our KPI’s away!” – Gina Kelly, Intrepid Travel