Recruiting a new audience to a category and owning that growth: how we developed the global brand campaign for Exodus Travels.
Exodus offer expertly-guided, adventurous trips: from three weeks hiking the Everest high passes to hunting out rare, handmade mozzarella on the Amalfi coast.
They were keen to grow their business and to introduce their unique brand of holiday to first-time adventurers, but had found that the very word 'adventure' could be off-putting to their target audience. Adventure can sound like research, pre-trip preparation and too much hard work for a holiday.
OUR IDEA: THE WORLD INVITES YOU
We were struck by Exodus’ respectful ethos. In their words: “We always remember that we are only guests.” It was this brand truth that inspired our thinking: Exodus are not in the travel business, they’re in the hospitality business.
Our campaign videos were conceived to flex across the critical triggers and influences in the holiday-planning cycle.
In the three tiers of the campaign, our Exodus hosts invite the audience to experience their home, their lifestyle and the kinds of activities travellers will get up to when they visit.
WHERE I’M FROM
Marinella from Puglia in Italy, Kristjan from Iceland, and Roshan from Sri Lanka invite us into their country and tell us why they are so passionate about their jobs.
ENJOY OUR LIFESTYLE
Our leaders show us their country’s hidden gems: Iceland’s geothermal tomato farm, the Masseria Brancati olive farm in Italy, and Kalus’ farmhouse where Chandra cooks the best curries in Sri Lanka.
ENJOY OUR ACTIVITIES
We are invited to cycle, to explore on foot or to go on a glacier walk to discover the wonders of our leaders’ countries.
RESULTS
The campaign ran throughout 2017, exceeded its targets early on and led to directly-attributable year-on-year sales increases.
“Red Bee worked with us to really get under the skin of our company’s product and ethos… Whilst the beautiful cinematography, and genuinely human feel of the pieces made us all glow inside, it’s been the view-through rates, and reactions to the films, that have cast a warm light on our engagement reports. Just two weeks after the first one was launched we’re already seeing a positive impact on our bookings!”