Launching a new travel brand in the UK with awareness campaigns and content localisation

In 2022, Dutch OTA Eliza Was Here planned to launch an English version of their successful Dutch-language website in the UK. They needed support in two different areas – firstly localising the content and revising the brand positioning for a UK audience and secondly, supporting the launch with a content, social media and email campaign, including a tantalising competition.

The Eliza Was Here team started their journey to an English-language website completing a wholesale translation of their Dutch website. This gave them the basis of the content, but it lacked the nuances of British English and the cultural references that would resonate with a UK audience.

To improve the content, we worked on a revised brand positioning statement to connect with UK customers and then used this as a reference to polish the content across the website and make it shine. Once the site was ready we developed a major brand partnership to promote the launch with Wanderlust Magazine, one of the UK’s most respected travel publications and the ideal target audience for Eliza’s ‘off the beaten track’ holidays. This included a series of custom articles, an immersive homepage takeover and a competition, hosted on Wanderlust’s site and designed to drive awareness of the Eliza brand and positioning the brand as the facilitator of great European adventures.

The launch activities were supported by paid and organic digital marketing to drive engaged traffic and brand impact. The launch activities as a whole over-delivered across all main campaign KPIs. The competition outperformed any other contest held by Wanderlust in the past 3 years, with over 9,400 entries, while the launch articles on Wanderlust garnered over 134,575 views in the campaign period.

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