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
“Introduce yourself”
We decided to start our marketing strategy for the 2022 season as if we were introducing a completely new company. First, we need to make the brand recognizable (so that people know that Turancar is a travel company and that it is also possible to travel by air), only then can we start selling hard and non-hard sales.
Tone of voice
We will communicate the way people like it best - colloquially, humorously, slangily, friendlyly - and sometimes with a subtle dose of the Wise Man spreading interesting facts from the world.
Target
Our main target group, especially for staycation tours, is older women who remember their holidays in "Juhoška" and their daughters who want to treat their mothers to a great holiday.
Design
We also decided on a bold design, namely pop art, because it combines the interests of both our target groups - older people remember pop art as their youth, younger people associate it with the retro they love and the comics they grew up with. The current basic colors of Turancar - red and yellow - can be used very effectively in pop art, as they are among the most used in this style. And of course, the advantage is that no travel agency works with a combination of photography and pop art - which is a shame, because such a collage of styles clearly increases the visibility of the post itself.
Media mix
For communication, we used primarily online media, namely Facebook, Instagram, Youtube, LinkedIn, TikTok, Google, Newsletter, but we also used prints, a sponsored video link and B2B, mainly through schools, homes and companies.
Communication
The resulting communication strategy that we designed and implemented consisted of three parts: the HR PR campaign, which we named Tourtocker and to which a separate case study (click through) is dedicated, the “Remember?” campaign and of course, since, among other things, the main goal is still to sell tours, we could not do without hardsell communication.
Creative journey - Remember?
Creative journey Remember? It reflects not only the time we were in years ago, but also the situation in which the campaign was created, when the whole world was in isolation for years.
Do you remember? is a creative concept that works fantastically with pop art design, because pop art defined what retro was for a generation that didn't experience it.
We decided to communicate it to moms who remember retro fashion and coach trips, as well as to 30-somethings who love retro thanks to its huge pop cultural significance and beautiful, vibrant colors.
Results
The year 2022 brought us excellent results, which were also visible when comparing individual metrics with the previous year. These indicate a multiple improvement, which was influenced by several factors from marketing strategy to macroeconomic and social factors, which resulted in a very strong season after the Covid years.
These factors were very nicely reflected in the revenue of individual purchases. We invested a total of €18,287.15 in advertising in Google and FB Ads. Total sales based on analytics data reached €2,534,922. Which meant a year-on-year increase of 192%.
We brought a lot of new users to the turancar.sk website, whose traffic increased across all sources. Most of all paid visits and referrals.
We also see a revival on social networks, where we managed to increase the number of fans several times (on Facebook by 6.07%). We increased engagement and profile views (profile views on Facebook increased by 127.57% and on Instagram by up to 549.44%).