Activity period: 2021/22
WhiteRoad, a ski holiday operator belonging to the Wasteland Travel family of brands, had an unenviable challenge in 2021. The travel industry was struggling back to its feet, and it was essential for the business to fill its ski season quickly and cost effectively. With competition high – and then another blow as France banned travel from the UK in December – we needed to work every bit of budget to deliver the results that would help WhiteRoad regain confidence during a difficult season.
Focusing on a blend of paid search and social for lead generation and brand awareness, we rebuilt WhiteRoad’s accounts from the ground up. We added new conversion goals, audiences and a completely new structure to support remarketing, capturing those audiences who were interested but not ready to commit. We tweaked messaging throughout the campaign to be resonant and reactive to shifting market mood, and with good results coming through, upped the ante with offers to drive extra leads.
In spite of the tricky circumstances, we’ve demonstrated how paid media can help support WhiteRoad’s business. Not only did we drive a large volume of leads, but WhiteRoad regularly reported back on the great quality of those leads, with many going on to convert and generate vital revenue. Thanks to the account rebuild and strategy, we’ve also set them up for future success, with plans to expand to TikTok, YouTube and LinkedIn.
