Tour Skills: It won’t be just a filter

On March 13th, the Bulgarian government declared the State of Emergency. For the first time in Bulgarian history, the country had been blocked by disease. The virus-response cabinet took unprecedented measures. They were closing all in-person businesses, leaving access just to food, medicine, banks, and petrol stations and travelling abroad.

The service sector was blocked and indicated thousands of unemployed people registered on a daily bases.
However the tourism sector was the most affected (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.

The brief:
With cancelled trips and no option for rescheduling of trips, Tour Skills wanted a campaign or activation that could give them a breath of fresh air and help them survive the hardships.

The insight:
During the lockdown period, the Wanderlust (a strong desire to wander or travel and explore the world) becomes even more significant. Locked in their apartments, people were hungry for experiences. They started “travelling” imaginary thanks to their memories from old travels from here and there and shared those nostalgic memories in their Social media channels.

Idea
Instagram Stories filters have their names — a few of the most recognizable cities in the world. They 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 three times.

About
Tour Skills 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.

Credits
Advertising Agency: Together, Sofia, Bulgaria
Creative Director: Angel Iskrev
Creative Lead: Matthew Stoyanov
Junior Copywriter: Tsvetoslav Tsonev – Tsuro
Head Of Art: Emanuela Belovarski
Junior Graphic Designer: Kitty Kreovska
Account Manager: Ekaterina Mutafchieva
Head Of Strategy: Presiyan Kirilov

Tags:
Covid-19, Lockdown, Travel, Print Advertising, Print Ad, Print Advert, Creative Advertising,