Overseas Adventure Travel
About half of Overseas Adventure Travel's travelers are women who come on their own. I made this unsolicited campaign for my Grand Circle application. It keeps the current offer and changes the creative to answer the question that keeps a solo traveler from booking: who will I sit with?
The problem
Women who hold back from traveling alone worry most about walking alone at night (65%) and dealing with strangers (47%), according to Road Scholar. O.A.T. already answers both with groups of 16 and a local Trip Experience Leader, but its ads lead with "$500 off."
Social ads
Each Facebook and Instagram ad opens on a seat a solo traveler worries about, like the dinner table or the train window, and the photo shows who fills it. The single-supplement offer comes last instead of first.
Prospect mailer
A letter-size mailer for women 55 to 70 who have never booked. It gets its own short URL and 800 number, so mail lands in the same scorecard as digital.
Landing page
Built like a host page on Airbnb Experiences, it introduces the people at the table before it shows a single trip.
Results
