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Marketing Audit & Strategy Development • Digital Campaign Planning and Reporting • Instant Experience Design
Brand Strategy / Creative Production / Marketing Deployment / Branding
What they were looking for:
TourRadar came looking for a video campaign to launch their new Adventure category in the guided travel market. While they chose another agency’s humorous video concept over Congruent’s heartfelt pitch, they liked Congruent’s strategy. We proposed segmenting the message to different audiences and deploying sequential campaigns to drive more qualified consideration of booking travel with TourRadar.
What we found:
TourRadar had a hard time converting younger travelers from viewers of their YouTube content to actual customers. They hoped that a more entertaining approach to branding would drive more active consideration for their brand. We aligned these hopes with some new creative and legacy creative to A/B test brand tone and audiences that would influence TourRadar’s 2022 relaunch.