The Best Job In The World
In search for content creators ready for an adventure of a lifetime
Busabout is a tour operator offering ‘flexible’ affordable travel packages for young people across Europe, Asia and USA (since 2019). These include a coach network connecting majority of the countries in Europe, sailing trips, ski holidays, cultural and music festivals and more.
Challenge
Busabout is heavily reliant on its approximately 90% Australian customer-base. These travellers tend to book trips a year in advance and books trips through traditional channels including travel agencies and industry events, which is not cost-effective for the brand.
Opportunity
Canada and USA markets were just launched in order to diversify the customer-base through targeted marketing and brand awareness campaigns. Northern American travellers are more prompt to book their travel arrangements online, often times – directly with the brand.
Solution
Launch of the social media brand awareness campaign – ‘The Best Job In The World’. Two travellers would get the opportunity to travel around Europe for 6 months in exchange for content – social media coverage, blog posts and video.
Results
We saw over 5,000 submissions for the best job in the world from all around the world, with Australia, USA and South Africa leading the way. The number of visits to the website has tripled and social media channels saw the highest uplift with Australia noting 378% growth YoY, UK – 819% YoY, USA 736% & CA 459% YoY.
All the submissions and enquiries received throughout the process (21,889 contacts) were also added to our lead nurturing programme and we saw a 27% uplift in bookings YoY.