journey latin america

Journey Latin America is a specialist tour operator focusing exclusively on travel to Central and South America. It has 30 years' experience, 75 staff, 20 tour leaders and a turnover of £25 million. It's no real surprise then that it's known as "the UK's No.1 Specialist to Latin America".

the brief Journey Latin America (JLA) wanted to talk to as many of "the right kind of consumers as possible". In order to achieve this, to pre-qualify the audience and guarantee worthwhile leads, we needed something that would allow for high reach but low wastage. In other words, an extremely targeted campaign.

Firstly we needed to construct a detailed profile of our customer; identify who they were, where they lived, what they bought, what they thought – and that was just for starters.

Through extensive profiling we established that the JLA consumer is highly affluent, professional, aged between 50-70 years and has a keen interest in travel and culture. We also discovered that, when booking a holiday, this consumer looks for a cultural experience, rather than just a simple vacation.

These key insights helped us identify a strong affinity between the JLA customer profile and that of Classic FM listeners. So we decided to exploit this: we teamed up with Classic FM to offer listeners a chance to win an amazing cultural experience with a holiday to Mexico.

A national campaign followed; pre-recorded promotional trailers were launched on air and the weekend morning presenters (Myleene Klass, Mark Forrest and Lawrence Llewellyn Bowen) helped promote the competition – and JLA. The tour operator also featured on the Classic FM website and a bespoke competition page was created, allowing for data capture. A 'pod' on the competition page also led through to a page about JLA, which then drove traffic to the official JLA website. For added exposure, an advert was also placed in the Classic FM Magazine, this helped achieved standout, incentivise competition entries, and increase brand awareness.

The Classic FM campaign successfully increased brand exposure and led to a high number of competition entries. Over a period of just four weeks, the online competition feature page received 19,093 page impressions, with an impressive 12,077 unique users. Competition entries reached 11,635, with 2,725 opt-in requests – 23% of all entrants wanted further information from JLA.

Through combining press, online and on-air activity, JLA was able to reach a massive qualified audience: on-air this was nearly 3 million adults and nearly 1 million AB Adults 45+. In other words, a lot of potential customers.