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Tripling Inntravel's awareness through audience-first thinking

What it delivered

  • Overall awareness of Inntravel tripled as a result  

  • PPC Cost Per Lead dropped from £188 to £23 

  • Paid Social Cost Per Lead decreased from £36 to £4.30 

Inntravel is a specialist tour operator offering self-guided walking holidays across the UK & Europe with over 40 years as the market leader. Their itineraries are lovingly curated by a highly experienced team of holiday planners and provide customers the opportunity to truly explore and discover places off the typical ‘beaten path’.

Digital Marketing Transformation

We started our journey with an open brief to help drive the next phase of growth; using digital to support their standout customer experience to drive incremental growth and build out their customer base.  

While our remit and impact evolved over the last three years, the core of our brief was threefold: 

  1. Increase Inntravel’s top-of-funnel awareness as a leading walking holiday provider
  2. Increase consideration around walking holidays with Inntravel
  3. Support a growing internal marketing team with our specialist digital expertise and drive efficiencies that up-skill them digitally
  • Digital Strategy
  • Creative
  • Content creation
  • PPC
  • Paid Social
  • Media buying

Inntravel, like many in the travel sector focus heavy marketing investment around peak trading periods throughout the year. Our role is to help plan and deliver standout campaigns during these peaks and to support the marketing team to review and optimise activity.  

Firstly, we were focused on driving a high volume of qualified prospects for the sales team, but secondly ensuring learnings and efficiencies were being passed back into the business for improvement. A true test and learn approach.

Aside from driving digital performance, we helped the business clarify, define and prioritise the key audience personas. There was no shortage of audience knowledge across the business, but it largely lived in people’s heads and out of sight.  

So we created a cross-functional team with key members from product, marketing, sales and customer services to create a well-rounded representation from across the business. 

This team then workshopped defining key personas unlocking: 

  1. Who their key audiences are; 
  2. What they believe; 
  3. Where we could reach them. 

The insights gleaned from this workshop were overlayed with data from digital platforms. This enabled us to build out key audience personas, prioritise them and align with business and commercial focuses. 

Deeper knowledge of the audiences enabled us to deliver the following efficiencies: 

  • Paid media was more-closely aligned to business priorities, budget was focused into key focus areas and products were aligned to specific audiences; 
  • ECRM data was piped into media buys through a restructure focused on customers; 
  • Messaging around content was tailored to specific audience profiles to resonate better. 

Overall awareness of Inntravel tripled as a result of all this work 

PPC Cost Per Lead dropped from £188 to £23 

Paid Social Cost Per Lead decreased from £36 to £4.30 

Internally, product teams are now developing products in line with new audiences, the work is governing strategic planning and Inntravel’s marketing calendar. 

Aside from just improved digital results and metrics, our audience work has permeated other areas of the business for more commercially-focused thinking.  

I can recommend Perfect Storm on two levels; They do what they say they’re going to do in terms of powering up the team with lunch and learns ensuring we build a long term plan and the skills to deliver it. They’ve also come with challenging and supportive ideas that have helped me to craft our marketing strategy.

Sarah Fussey, Marketing Director

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