Case Study
TRAVELEX
Digital Transformation
CASE STUDY
TRAVELEX
Digital Transformation
CLIENT
HIGH-LEVEL DETAILS
- Identify Business challenges of advertising to individuals traveling to the World Cup Qatar 2022
- Digitally transform a web presence by a company that was not familiar with the digital marketing space
- Identify areas to capture the most conversions and reduce sales inefficiencies in product marketing
- Increase brand equity with a new website with improved user experience and convenience innovations
Before the 2022 World Cup we were approached by Travelex to construct a branding & marketing campaign for a new product offering - Travelex Unlimited.
Industry
Currency Exchange
Size
3,694 Employees
Location
International London, HQ Middle East Turkey
A digital marketing campaign and website to drive brand awareness and sell an exchange rate card for World Cup Qatar 2022.
Ensure international travelers heading to Saudi Arabia, Qatar, Dubai, and Oman were aware of the Travelex Unlimited Card prior to flight, upon arrival and upon departure. Ensuring there was a way for purchasers of the card to scan the card and get important terms and FAQs answered.
Research, strategize, and develop a highly focused digital marketing campaign and website to drive in store sales of Travelex Unlimited (exchange rate card). Additionally, provide FAQs and exchange rate information to card holders via a QR code.
Travelex partnered with Aqaba because we proposed a seamlessly integrated blend of digital marketing with traditional print media. This two- pronged approach allowed for the highest volume of traffic on page and in store.
What did the client want?
A digital marketing campaign and website to drive brand awareness and sell an exchange rate card for World Cup Qatar 2022.
What problem did Aqaba solve?
Ensure international travelers heading to Saudi Arabia, Qatar, Dubai, and Oman were aware of the Travelex Unlimited Card prior to flight, upon arrival and upon departure. Ensuring there was a way for purchasers of the card to scan the card and get important terms and FAQs answered.
What is your company doing overall?
Research, strategize, and develop a highly focused digital marketing campaign and website to drive in store sales of Travelex Unlimited (exchange rate card). Additionally, provide FAQs and exchange rate information to card holders via a QR code.
Why did the client choose Aqaba?
Travelex partnered with Aqaba because we proposed a seamlessly integrated blend of digital marketing with traditional print media. This two- pronged approach allowed for the highest volume of traffic on page and in store.
The challenge
Tactical Approach
Over the past 50 years, more than 2.6 Million football fans, travel internationally every four years to attend the World Cup. Travelex wanted to capitalize on the influx of visitors that would be traveling to Qatar, Oman, and Dubai for the World Cup Qatar 2022. This job seemed best suited for someone better equipped than their in-house marketing team. Aqaba was faced with a monumental task: How do we make customers aware of Travelex Unlimted across the world before they arrive in Qatar to experience the World Cup?
The challenge
A solid product-centric marketing campaign can really put a brand on the map. This is exactly what Aqaba did for Travelex’s Middle East and Turkey division. Travelex is an international, London based company but had not undertaken such an ambitious product offering. With Travelex Unlimited they set their sites on increasing their brands’ global awareness and expanding their product offerings.
Our goals
traction before the start of
World Cup Qatar 2022 for all
major travelers to Qatar, Dubai,
Saudi Arabia and Oman
airport locations via digital
marketing campaign after they arrived for World Cup 2022
Unlimited Rate Card and utilize
QR codes educate customers
about their purchase
Our goals
build traction before
the start of World Cup
Qatar 2022 for all major
travelers to Qatar, Dubai,
Saudi Arabia and Oman
airport locations via digital
marketing campaign after they
arrived for World Cup 2022
Travelex’s Unlimited
Rate Card and utilize QR
codes educate customers
about their purchase
What we have done
Details
Facebook Meta Ads
Travelex boosted posts had a much higher click-through rate compared to paid ads.
Travelex Key Visual
Primary visual for the marketing campaign used in the Meta & Google Ads
Results
Engagement
November 1st - December 31st
1818
QR Code Users (Cardholders only)
10K
Total Users
13,414
Sessions
47K
Total Web Event Count
Google Ads
We achieved millions of impressions over the course of the campaign for reasonable CPC of $1.20. We consistently drove conversions and engagement.
WHAT WE LEARNED
Trying to attract attention in the Host Country of The World Cup 2022 was no easy task. The competition for travelers was at an all-time high. Making sure we reached as many travelers as possible at peak times by leveraging geofencing airports and stadiums over the entire globe was a learning experience.
- Devise an action plan for a geofencing campaign and be prepared to adjust and adapt to changing conditions throughout the campaign
- Researching your target location’s demographic, traffic volume, and peak times are imperative to a successful geofencing campaign.
