The Buzz about Travel
HOW WE CREATED BUZZ FOR FAREBUZZ
SUMMARY
FareBuzz, a New York-based travel booking company, needed to create…well, buzz about their services. In a market already crowded with bigger and more well-known competitors, it was crucial to create a campaign that would help the company amplify its brand.
The project presented a classic David vs. Goliath scenario and Full Plate Media had a slingshot. OK, maybe not a slingshot but we had a strategy. With our many years of experience in the travel industry, we knew that travelers are looking for more than just a trip. People want experiences. We were offered the opportunity to travel to some of the most beautiful destinations in the world and, inspired by our travels, we created a series of in-depth city guides for FareBuzz’s website. Want to know where to find hidden gem restaurants in Amsterdam? What about interesting, lesser-known galleries and museums in Paris? Or maybe you’d like to take the kids to an awesome Harry Potter experience in Scotland?
We used our unique storytelling abilities to create bespoke content for city guides that turned even novice travelers into savvy jetsetters.
DELIVERABLES
The goal of this project was to gain market share in an already crowded market. With travel becoming more accessible, customers have demanded easier ways to book flights, hotels, and cars which, in turn, has lead to a proliferation of online booking sites. Initially, FareBuzz was operating a barebones and simple website and needed some serious…buzz.
With this project, we didn’t endeavor to reinvent the wheel. We simply traveled to popular and enticing destinations and used our photography and storytelling skills to create awesome downloadable city guides to places like Amsterdam, Paris, Milan, and the Caribbean. The feedback from travelers was overwhelming and was cited by 87% of those who used our guides as enhancement to their trip.*
In addition, Full Plate Media leveraged the client’s social media following and created a social media campaign to amplify the brand and highlight new features about the client’s website.
*Based on a post-publishing survey of customers who downloaded one or more city guides
RESULTS
In total, Full Plate Media created 50 city guides for FareBuzz which included both domestic and international destinations.
The social media campaign included 100+ destination photos, capturing the essence of each city visited. The photos showed not only renowned attractions but also hidden gem, lesser-known ones as well. Leveraging the popularity of visual-based social media platforms like Instagram, the photos highlighted highly “Instagrammable” content.
Overall, the photos were shared across several social media channels generating a total of 32K+ likes and 1.5K+ comments.
