The Turancar travel agency has a long tradition on the Slovak market. That is why we approached Turancar with the need to create a marketing strategy and plan. We ourselves initiated the creation of a unified identity for Turancar and brand building, because we saw an opportunity here. That is why we approached this client and explained to him the importance of building 365-degree communication.

 

This is a client with a long tradition, 10 branches and a network of more than 500 dealers throughout Slovakia. Moreover, with a quality product and high customer satisfaction.

Since 1998, CK Turancar has been a full member of the Slovak Association of Travel Agencies and Tour Operators and during its existence it has been awarded several awards for its approach to clients, business partners and the quality of the services provided.

 

Clients of the Turancar travel agency can choose from a wide range of accommodation types and various types of catering of their own choice in many destinations.

The travel agency is proud of its rich offer of bus and air sightseeing tours, accompanied by certified and qualified guides. The best luxury air-conditioned coaches are used for sightseeing tours.

In cooperation with renowned shipping companies, they even offer sightseeing cruises with a Slovak-speaking guide on board.

In addition to selling their own products, they also offer clients the opportunity to purchase travel tickets from partner companies, broker and sell airline tickets to any destination, arrange travel insurance, or sell products from other travel agencies, including exotic destinations.

 

Problem and goals

The company's offer is very diverse, but many still know Turancar primarily as a transport company providing regular domestic and international routes. Others have it fixed as an agency providing tours carried out by bus and individual transport, because that is what the company started with.

 

And here arises our main problem, which we decided to solve. Knowledge of the brand and its products and its differentiation from the competition. The goal was to anchor in the minds of consumers that Turancar is not just bus tours for older clientele, but on the contrary, that it is a reputable travel agency with a wide range of tours. Both residential and sightseeing. Both bus and air.

 

A wide group of people will find it interesting and therefore it is not intended only for the elderly. And that is also the second problem that we decided to fight. Attract a younger clientele and change the perception of the brand.

 

Our solution

We were looking for a way to tell people about Turancar without half-heartedly telling them "Hello, we're a travel agency". One of the great ways of self-presentation, which is unobtrusive and at the same time very effective, is an HR campaign.

 

However, if we wanted to reach the upcoming generations of your clients, it was necessary to include TikTok in the media mix.

 

However, we cannot ask Turancar employees to learn to work with it, but we can create an HR campaign in which we hire a TourToker for 3 months a year, who will go on a tour or vacation twice a month during the season, from which he will create content - videos that you can then use.

 

The HR campaign will cause: people to learn that Turnacar exists and offers a dream job! we will obtain very valuable data for absolutely minimal cost - people will send resumes and they will be people who are primarily interested in traveling. We can then target them with advertisements and newsletters.

 

The HR campaign has the potential to be an annual activity for influencers who want to earn 3 months of vacation a year, and we will seize this topic, like Redbull seized the topic of adrenaline sports, and we will position Turancar among young people as "it's a dream job".

 

Results

12 influencers and tiktokers participated in the campaign - we expected a larger number - we believe that due to budget reasons it was not possible to achieve more subscribers, but our primary goal was brand awareness and we clearly achieved that.

The number of interactions per post exceeded 100 - and this was the case for almost every post we published in this campaign. In addition to campaign posts, we also received a huge number of interactions on image posts - more than 600. The more interactions, the higher the reach of the post - so our goal was met.

 

The main result was the selection of the ideal Tourtocker, with whom we finally agreed to cooperate. We decided on Adriana Ľuptávková, who has 255,000 followers on TikTok, 15,000 - 560,000 video views and 9,292 followers on Instagram, 70% of whom are women (our target audience). Not only was the Tourtocker campaign successful, but it also ensured that we would have great and authentic content in the future when working with Adriana.