TourSkills is a Bulgarian tour operator with more than 25 years of experience in the sector, providing organized trips to various destinations and experiences around the world.
On March 13th, the Bulgarian government declared a State of Emergency. For the first time in Bulgarian history the country had been blocked by a disease. The virus-response cabinet took unprecedented measures. Closing all in-person businesses, leaving access just to food, medicine, banks, and petrol stations and traveling abroad.
The service sector was blocked and indicated thousands of unemployed people registered on daily bases.
However the tourism sector was the most effected (reporting 48 million BGN loss) with borders of different countries closed all around Europe, no alternative financial income and no certainty on when the situation is going to get better.
With canceled trips and no option for rescheduling of trips, TourSkills came to us with a request for a campaign or activation that could give them a breath of fresh air and help them survive the hardships.
During the lockdown period the Wanderlust (a strong desire to wander or travel and explore the world) becomes even bigger. Locked in their apartments, people were hungry for experiences and started “travelling” imaginary thanks to their memories from old travels from here and there and shared those nostalgic memories in their Social media channels.
Instagram Stories filters have their own names — few of the most recognizable cities in the world. We created a print promo campaign for the unreachable destinations that TourSkills usually offers with 30 % discount and no expiry date – people would have the opportunity to use them whenever the situation gets better.
Results & Achievements:
In a period, where the story feeds were flooded with home activities, our Instagram stories reached 20 % CTR, 430 % increase of sales and increased the website traffic by 3 times.