Visa Promo, Case study TRAVEL COMPANION by Lonely Planet

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TRAVEL COMPANION

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Industry Credit Cards
Media Promo & PR, Case study
Market Australia
Agency Lonely Planet
Released March 2010

Credits & Description

Category: Best Use of Online Advertising
Advertiser: VISA
Product/Service: VISA CREDIT CARDS
Agency: LONELY PLANET
Date of First Appearance: Mar 29 2010
Entrant Company: OMD, Sydney, AUSTRALIA
Entry URL: http://www.lonelyplanet.com/bookings/travelMoney.do
Account Director: Laura Nice (OMD)
Strategist: Naomi Buck (OMD)
Digital Account Director: Aneeket Dayal (OMD)
Business Director: Jesse Morris (LONELY PLANET)
Media placement: Digital Partnership - Lonely Planet - 29 March 2010

Insights, Strategy & the Idea
Targeting frequent and novice travellers we needed to change perception that VISA was more secure than cash when making international transactions. However, 65% of our novice travelling target still felt that paying with credit was not as secure as cash!

As novices, research is vital in making their holiday decision and we identified that 78% plan their holiday online across 4 stages; Research, Planning, Booking and Pre-departure. Both a time-consuming and stressful process, currency options are a last minute thought and historically, VISA was only considered from the Booking stage.

Insight:
Planning a holiday is as much of an adventure as the holiday itself, subsequently online travellers feel isolated and overwhelmed with information.

Strategy:
Make VISA the trusted online travel companion that adds colour and excitement to the pre- trip process, travelling with them as they venture through ALL the four stages, adding value and experience to every stage.

Creative Execution
VISA partnered with Australia’s most trusted travel brand, lonelyplanet.com, combining their integrity and trustworthiness with VISA’s global financial expertise.

Assisting travellers’ at the research stage, we created ‘VISA Go for Your Life!’ A widget which aggregated Lonely Planet content to allow users to find uniquely tailored travel experiences with a simple click.

Enriching their planning outcome, we created a blog series entitled ‘Tales of the Unexpected,’ an inspiring interactive forum for travellers with real stories and advice.

At the Booking stage, we provided custom made VISA tools including currency convertors, language translators and finance tips to aid and assist. To complement, we developed a partnership with the WOTIF Travel network allowing VISA to amplify its benefits when the target were most receptive to financial options.

Arriving at the pre- departure stage we informed and excited travellers with customised factsheets, travel and money tips and mobile phrase books.

Results and Effectiveness
VISA’s research proved that now 1 in every 2 Australians surveyed think that paying with VISA is more secure than paying with cash. Fantastic, considering previously 65% of our target felt that paying with credit was not as secure.

This strategy has also travelled around the world; showcased as a benchmark of excellence with both Lonely Planet and VISA internationally!

VISA not only contributed to a less stressful journey of discovery online, we were also packed in their suitcases as they embarked on their offline adventure!