Develop a multimedia brand partnership campaign to generate awareness and stimulate demand for Andorra as a summer holiday destination.
Rather than targeting a specific demographic, LOTUS chose to target consumer groups with similar behaviours and preferences for what Andorra offers; adventure, hiking and the great outdoors.
It was important to involve existing trade partners to supply a call to action, as well as find a non-travel brand that could offer extensive multi-channel outreach, covering print media, online, social media, direct marketing, and retail, for maximum exposure to a proved, targeted audience.
LOTUS identified key products and brands that were reflective of Andorra’s outdoor appeal. We secured adventure clothing brand Berghaus. By aligning the two brands, Berghaus offered Andorra the opportunity to use its various channels to promote Andorra to their “outdoors-y” audience. This included online promotion through the Berghaus website and their social media pages, newsletters to the Berghaus database and in-store promotions.
We also secured a media partnership with Wanderlust travel magazine which included a double page spread of editorial, Wanderlust homepage takeover and a newsletter to their database.
This was furthered by a tour operator partnership with Explore! who supplied a holiday prize and promotion via social media. Crucially the involvement of a tour operator partnership enabled us to supply a call to action and ensure that awareness-generation affected sales activity.
- Won Travel Market Awards for Best Use of Affinity Marketing & Sponsorship
- 2.8 million reach
- 617,434-website page views
- 3,700 entrants to the Wanderlust competition (84% opting in to receive further information from Andorra)
- 6,523 summer bookings generated