IM Lounge / Localbus: Media that follows the customer journey of a tourist
Localbus: Media that follows the customer journey of a tourist
› Project description:
Ongoing campaign to bring tourists by public transport to popular destinations such as Edam, Volendam and Marken. The Localbus is a ticket for the regular bus lines, but valid on all EBS buses and for a nice rate of €10 euros, many times cheaper than the Tours & Ticket tickets with which this line can certainly compete. The original slogan was therefore Travel like the locals do!
› Campaign: Increasing the number of Localbus tickets sold › Media objective: Website traffic and visibility among the tourist target group, who are located in Amsterdam or are preparing to travel from France, Germany, Spain, Italy, United Kingdom or the United States
› Media strategy:
Where does the literal customer journey of a tourist in Amsterdam begin? At home in the country of origin, where we also jumped in on search engine activities. Then we walked along the entire route that a tourist in Amsterdam also travels. From incoming Schiphol visitors, the hotels, the squares of Amsterdam and via social media, we created an optimal list of touch points. With an extensive online and offline media mix, we achieved full coverage of the tourism sector for Localbus. Think of mini cards and flyers in hotels. Increased bids on searches for, among other things, “amsterdam to edam” and Digital Out Of Home (DOOH) in and near Amsterdam Central station. All expressions and advertisements translated into languages of origin. Combined with targeting on social media of people who were abroad, but recently showed an interest in Amsterdam, Skyscanner/AirBnB/Booking.com and one of the many tourist locations such as the Anne Frank House, Van Gogh Museum or Zaanse Schans. Through Display Select keywords and affinity targeting, we ran Display ads on tourist websites that named Amsterdam, Edam and other bus line destinations. Our Digital-out-of-home communications were also shown at Schiphol (only in the arrival hall) and Central Station (only to visitors who walked in).
› Successful omni-channel media campaign on 5 online channels, DOOH, print, minicards, bus shelters & mupis › Screened over 16 million times (+9%) › Over 208,000 website visits with an average of 1+ minute session duration › Ticket sales increased by 60% during campaigns › Design and construction of website: localbus.nl
Digital Out Of Home (DOOH), Analytics, Display Advertising, E-commerce, Indoor Advertising (Minicards), Offline Marketing, Project Management, Search Engine Advertising (SEA), Search Engine Optimization (SEO), Social Media Advertising, Website
Want to see more of this campaign? View: the website localbus.nl/. IM Lounge took care of the design and construction in WordPress and does the maintenance.
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