We used GWI to interrogate their audience, using a set of parameters including income and travelling habits. We focused on psychographics to find out what made them tick and found that they were very socially responsible and big on supporting local businesses. We also undertook keyword research and dived into Instagram data to find out what our audience were searching for.
Using this information, we followed a ‘hero-hub-hygience’ model to create a content calendar designed to engaged our audience, drive traffic and attract coverage from relevant publications to increase their brand awareness and online visibility.
Search-led (Hygiene) – TTT had concierges which were brimming with information about the best backstreet restaurants and high-end activities to do in each area. We leveraged this to create highly informational blog content that only a true local would know to target terms our audience were searching for.
Data-led (Hub) – We identified experiences, requirements and questions about areas that our audience were searching for the most. We used free Instagram and search data to create link-worthy content to attract coverage from relevant publications and increase brand awareness.
Insight-led (Hero) – Armed with the insight around sustainability and social responsibility, we launched an awareness day called ‘The Thoughtful Traveller’ to encourage tourists to leave reviews for businesses abroad that were affected by the pandemic. Read more on this hero piece.