Kayak – Community Launch

Challenge

Create an Australian community for travel search brand KAYAK that celebrates savviness and inspires audiences to plan their holidays smarter.

Idea

Produce a platform, acquisition and conversion strategy that will inform, inspire and engage our target audience. The team would then utilise this platform to promote and drive travel search on the KAYAK website through localised targeting.

Execution

The program showcased KAYAKs many tools and features that help users travel for less, including topics like tips and info, trending destinations and supporting PR activity. We leveraged search data to create relevant advertising deals that would drive search on the website. We also established strong relationships with Australia’s top travel and lifestyle influencers on several campaigns that sought to educate Australian audiences on the KAYAK platform’s versatile functionality.
Results

Touch has driven a 6.25% engagement rate across all content, reaching over 1.3 million Australians and achieving 47,000 social engagements in 2016. Since implementing a Facebook pixel globally to track search on the website Touch has driven more than 63,000 searches across a six month period while Facebook has featured consistently within the top three referrers of website traffic since launch.