Launching a new travel brand in the UK with awareness campaigns and content localisation

Eliza Was Here needed help localising their website content and brand messages for a UK audience. The Platform 195 team stepped in to develop a new brand positioning statement and revise content across the website, and partnered with travel magazine Wanderlust on a launch campaign to introduce the brand.

134,575
6,294,635
320,647

Views of partner articles on Wanderlust.co.uk

Social media impressions during the campaign

Email newsletter opens

We worked on a revised brand positioning statement to connect with UK customers and then used this as a reference to polish the content across the website and make it shine

THE FULL STORY

In 2022, Dutch OTA Eliza Was Here planned to launch an English version of their successful Dutch-language website in the UK. They needed support in two different areas – firstly localising the content and revising the brand positioning for a UK audience and secondly, supporting the launch with a content, social media and email campaign, including a tantalising competition. The Eliza Was Here team started their journey to an English-language website completing a wholesale translation of their Dutch website. This gave them the basis of the content, but it lacked the nuances of British English and the cultural references that would resonate with a UK audience. To improve the content, we worked on a revised brand positioning statement to connect with UK customers and then used this as a reference to polish the content across the website and make it shine. Once the site was ready we developed a major brand partnership to promote the launch with Wanderlust Magazine, one of the UK’s most respected travel publications and the ideal target audience for Eliza’s ‘off the beaten track’ holidays. This included a series of custom articles, an immersive homepage takeover and a competition, hosted on Wanderlust’s site and designed to drive awareness of the Eliza brand and positioning the brand as the facilitator of great European adventures. The launch activities were supported by paid and organic digital marketing to drive engaged traffic and brand impact. The launch activities as a whole over-delivered across all main campaign KPIs. The competition outperformed any other contest held by Wanderlust in the past 3 years, with over 9,400 entries, while the launch articles on Wanderlust garnered over 134,575 views in the campaign period.

Contact us
Let's talk

Want to work together? Send us an email today!

About us

About Platform 195 Platform 195 is a retail media solutions and marketing company specialised in travel and sustainability. The team has decades of experience building award-winning media organisations within tour operators, OTAs, hotels & airlines and delivering outstanding full-funnel strategy, creative and implementation for brands. We have a culture of constant innovation, brilliant client service, total sector expertise and best-in-market products and services. Retail Media Solutions Our Retail Media team integrates the most experienced people and best technology and data in the marketplace. By supercharging advertising and partner-marketing we deliver significant incremental revenue on e-commerce sites, in app, on inflight media and through social and programmatic channels.

Proprietary Ad Platform Our proprietary omni-channel Travel Media platform, Uplift Ads, is designed to help you save time and cost through connected, efficient delivery and reporting across all digital touchpoints and multi-channel partnerships. It scales to accommodate thousands of suppliers across channels and source markets. Intelligent Marketing Our award-winning Intelligent Marketing team delivers integrated partnerships, brand and performance marketing. We use the best people, creative, data and technology to make your marketing effective, giving you access to social and programmatic display marketing at scale, as well as insight, creative ideation, content production, influencer marketing, and PR.

Read More Case Studies

Find out about our recent projects

Contact us

Once we receive your details we will be in touch as soon as possible.

Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.