How B2B travel brand Travelport reached 2.76 billion eyeballs
Travelport’s content around its world record attempt to visit the Seven Wonders of the World in seven days via public transport notched up 5.7 million YouTube views.
Travellers might be ready to get back on the road after years of disruption, but the complexity of booking remained a major pain point.
Travelport believed it could make retailing easier for travel agents with its new platform Travelport+. To prove it, the business invited adventurer Jamie McDonald – aka Adventureman – to set a new world record by visiting the Seven Wonders of the World in seven days on public transport.
Creating an array of content was key. While brand messages focused on the record attempt, content a layer deeper showed different segments how Travelport+ was powering the trip.
The brand embarked on a media tour of the UK and US, with news of the challenge appearing on bulletins in China, Italy and the UK. The team partnered with Buzzfeed and HuffPost on a travel-themed quiz and editorial feature, while paid media on YouTube, LinkedIn and programmatic channels featured campaign photography.
Communications about Travelport+’s capabilities were served via email, trade publications, webinars and VIP events. Travelport also created a suite of ‘7 Wonders’ branded upgrade messages targeted at customers using the older version of the platform.
Bespoke material was shared via partners Emirates, Cathay Pacific, Travelbag Hilton and Guinness World Records. The day following the campaign launch, Travelport hosted a private screening of the ‘7 Wonders Challenge’ Extended Cut at a London cinema.
Over 6,000 customers and prospects attended Travelport’s screening events, with media coverage reaching an estimated 2.76 billion worldwide. The campaign hero video notched up over 1.5 million YouTube views, with overall views of the video series exceeding 5.7 million, helping Travelport scoop the 2024 Marketing Week Award for Content.
