We devised and developed an online treasure hunt for the Imaginative Traveller, delivering 10,000 entrants and over 1800 hours of brand exposure in the first month.

Overview

Imaginative Traveller (part of the TUI Group of Companies) are one of the world's leading operators of small group adventure travel and provide a choice of inspiring holidays to hundreds of worldwide destinations.

They asked us to come up with an original campaign that would stimulate the imagination and provide visitors with a highly engaging and interactive insight into the wide range of holidays on offer.

Objectives/Approach

The overall objectives were straightforward:

• Improve brand awareness
• Highlight the wide range of holidays and destinations on offer
• Increase the contact database
• Increase enquires and direct sales
• Introduce new people to the brand

We came up with a simple concept that allowed visitors to test their geographical knowledge and pinpoint famous worldwide landmarks using Google Maps technology. To incentivise visitors to complete the game, each correct answer revealed some hidden treasure encouraging users to progress to the next stage.

Relevant holidays were displayed throughout the game exposing visitors to the wide range of trips on offer.

To ensure the game was a success we recruited partner brands and seeded the game on various social media and competition sites, including Facebook and Twitter.

Results

The treasure hunt took off from day one and didn't lose momentum throughout the whole campaign.

• Over 1800 hours of brand exposure in month 1
• 10,000+ online entrants
• 5300+ viral referrals.

Testimonial

Imaginative Travellers Online Marketing Manager Russell Morling comments:
"From the initial concept right through to the finished campaign, the team at Soak showed great enthusiasm and commitment to the project. The amazing success of the treasure hunt reflects the professionalism and expertise of the team at Soak."