Encouraging Brand Exploration

Your Journey began working with Studio Pinpoint in the fall of 2010 with an immediate need to refine their mailing list and find more travellers for their Springtime Japan tour. In order to achieve these goals, Studio Pinpoint had to create a strategy that would be highly effective in conveying the rich and vibrant experience that Your Journey provides.

The Process

Studio Pinpoint designed an email campaign that was not in the traditional style of a newsletter but instead resembled a travel diary; a much more expressive and personal way in which to highlight destinations, activities and the overall sense of a Your Journey tour for current and potential travellers.

To coincide with the new email campaign a referral program and early-registration promotion were offered creating an added incentive to engage with Your Journey. The referral program was extended as it attracted some promising attention and positive feedback.

The Results

Although the most pressing need was to increase interest and encourage travellers to participate in the Japan tour; Studio Pinpoint’s long-term strategy was to develop a relationship

between Your Journey and their mailing list. The outcome was an overwhelming response to the eMarketing campaign which is now being adopted by Your Journey to promote all future tours.

The Stats

  • Targeted email campaign resulted in a 37% increase in bookings in 3 months
  • The Travel Diaries email marketing campaign doubled responses
  • Tripled comment activity on the Your Journey blog
  • Created marketing and promotional activities that can be easily replicated

The Lasting Benefits

“In moving forward we will definitely be using this style of campaign, a lot of people liked the new travel diary style emails and responded very favourably. We learned a lot from Studio Pinpoint about pricing strategies and how to deploy them in an authentic and truthful way. For Kilimanjaro in September we have offered strategic incentives and this early on we already have 4 people booked for the trip!” - Anna MacKay, Founder