Project

Exotik Journeys, Copolo, and Merit Travel are travel brands under the same umbrella group. They have different target audiences and clientele, and they therefore had unique marketing needs. Between March 2022 and April 2023, I worked on various social media campaigns for each of these brands.

Purpose

Each brand's campaign had a different purpose. For Exotik Journeys, which specializes in tailor-made group travel and has been around for decades, the purpose was to drum up excitement from their already large audience for specific destinations they wanted to promote.

For Copolo, a much newer brand focused on sustainable travel, the focus of their campaigns was on building up their audience and engagement and providing people with insights on how they could explore the world more sustainably.

And for Merit Travel, which offers unforgettable and more luxurious experiences, I created campaigns to entice viewers to specific resorts, as well as campaigns for mostly women travellers who enjoy wellness retreats and self-care while on vacation.

Results

I first had to learn the needs of each brand, as well as their style, voice, and tone. What kind of visuals do they use? Which destinations do they promote? Who is their audience? How many (and which) hashtags / emojis do they use? By finding out the answers to these questions (and more) and through understanding the interests and pain points of their target audience, I created social media material that was on-brand, consistent, inspiring, and had a high level of engagement. My posts represented each brand authentically and enticed viewers to click on the CTA link in the bio and connect with the brand in the comments section.