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How Admiral Insurance and Tmwi slid into the winter sports travel market


By Awards Analyst, writer

November 7, 2019 | 5 min read

Tmwi was commended for ‘Travel, leisure and sports marketing strategy’ at The Drum Content Awards 2019 for its 'Ski Festival' campaign for Admiral Insurance. In this case study, the agency reveals the challenges faced and the strategies used to deliver this successful campaign.

The challenge

Tmwi were commissioned by Admiral Insurance to create a content marketing campaign for winter sports travel insurance, incorporating the use of digital marketing and PR strategies.

Victoria Newman, head of PR, content and social from Admiral Travel Insurance, commented: “Our goals for the campaign were simple; create a big integrated content campaign for winter sports travel insurance and drive visits from a very niche target audience, for which we had a number of parameters upon which to measure activity.”

This campaign’s purpose was to attract a very specific demographic audience to Admiral Insurance’s website, while improving SEO and boosting the site’s authority with a healthy list of backlinks from authoritative sites.

Specifically, the brief stated:

  • Create an integrated content campaign for winter sports travel insurance.
  • Drive social sharing and run a paid and organic social strategy.

The strategy

Tmwi utilised a variety of data sources to inform our strategy such as Google Ads and Trends, Facebook Insights, Instagram, Ski Club Great Britain, British Ski and Snowboard, British Academy and Snowsport England to profile this audience and advise on content placement.

This data revealed that a high percentage of our audience were young professionals under the age of 30, with primary locations in the South East, Scotland and Yorkshire.

After extensive research, tmwi decided to build a campaign around an online tool that would provide real benefit for anyone looking to book a skiing holiday in an authoritative, comprehensive and focused manner.

This campaign would utilise organic content, paid and organic social media posts, micro-influencers, PR strategy, and the creation of an innovative website tool and back-link strategy with fully integrated creative, with a consistent messaging, look and feel across all channels.

The campaign

The Ski Festival Finder required users to answer five questions about their preferences to inform answers which utilised this information to provide festival recommendations. Questions included location, budget, skiing-difficulty and their favourite type of music.

To drive engagement to this resource, Tmwi implemented a range of strategies, from organic social, where it set up a social photo-competition asking people to submit their ski selfies to win tickets to a ski festival, to PR and outreach.

Tmwi then ran a One Poll survey on festival-goers and their preferences and used the result as a supporting PR campaign for broad coverage. Outreach was also implemented via ski publications, promoting the tool as a way to help get young people into skiing, as well as to music publications and those covering festivals.

This newly targeted traffic was directed to a mobile-responsive landing page on the Admiral website, developed by Tmwi’s development team in partnership with Admiral’s developers and an array of supporting content, such as the Ski Festival Hub, to drive visits and interaction with the campaign.

This was boosted further by paid and organic social as well as a competition to win tickets to win various prizes. In addition, Tmwi worked with a range of micro-influencers within travel and lifestyle niches to reach a diverse but relevant audience.

The results

The results surpassed expectations, with the results of the PR campaign and survey drawing particularly high praise from Admiral Insurance due to its unique angle of analysing ‘other interests and activities’ millennials would like to see at festivals.

Victoria Newman, head of PR, content and social from Admiral Insurance, said: “The brief for Tmwi was a challenging one and despite this, the team delivered impactful media coverage and social media results. The project has sustained momentum using regular integrated team ‘sprints’ where the team allocated time to develop the campaign together, bringing all channels into one room to agree on messaging, creative, design, strategy and distribution.

“Using the same creative across all channels to create a consistent user experience was key to this campaign’s success. The tool, for instance, encouraged users to share their results –where the social team pre-populated the social messaging with the same content and CTA as some of the social ads, ensuring paid and organic were aligned. The same principle applied to the PR and outreach teams who worked with social teams to get consistent messaging from social influencers and bloggers.”

This campaign was commended in The Drum Content Awards 2019. If you think you can do better, register your interest in next year's awards.

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