Blue Monday campaign
Marketing campaigns to escape the winter blues
Client:
Brief
Back-Roads Travel
Year:
2019
The brief was to drive traffic to Back-Roads, or Blue-Roads, depending on the global region, website to book discounted holidays during the January blue Monday sales. The ads had to target an older demographic than the sister brand, Topdeck.
Solution
Designing a range of marketing videos for the campaign, using videos supplied from the videographer we had briefed to create content for the business. Each video was colour graded and cut to develop a strong narrative while keeping the audience's attention. The video ranged from 10 to 30 seconds in both landscape and portrait orientations.
The video was used on social media platforms as both paid and organic content. For the paid content, affiliate banners with a sale lockup were also designed, pushing the winter sale and highlighting a 15% discount on trips. This was part of a conversion marketing initiative to ensure a high ROI for our ad spend. The same lockup design was released across additional channels, such as email, landing pages, and home banners.
