Neilson Holidays wanted a 12-month video content strategy that would increase their online sales and brand awareness. The holiday-makers knew how powerful video content can be within the travel world and that it is a key factor in the decision making of holiday seekers. However, previous attempts to leverage the power of video had failed – they wanted us to prove the marketing statistics about video were not wrong!
We met with the client to identify key areas in their travel portfolio that lacked video content. The key idea was to accrue some quick wins in search results. We filmed some incredible footage across various resorts in Europe then created social edits, cinemagraphs, parallaxes, and animated GIFs to build a library of content for their long-term plans. Then we worked to strict edit schedules to bring the content to life.
The videos were distributed across Neilson Holiday’s social media platforms, with specific versions tailored for relevant audiences on each platform; Facebook, Twitter, Instagram, and Snapchat. The resort videos were used on the Neilson website and utilised by the sales team in order to give customers a visual cue of their resorts. Atomised content was also used within emails to drive traffic to the website.
Having identified several resorts across Neilson Holiday’s winter and summer portfolio, we were able to generate powerful content that was engaging and gave viewers a sense of ‘being there’. As a bonus, we also created a suite of content with Tim Herman’s former tennis coach, which was covered by major media sites in the build up to Wimbledon 2017. The 12-month campaign dramatically enhanced click-through rates to the client’s website and significantly increased bookings.
“We created over 500 pieces of content over the 12 month period and doubled revenue targets.”
Neilson HolidaysVideo Content Strategy & Production
