The Travel Agency

K-Swiss

Tijmen — Fri, 02 Apr 2010 13:58:12 +0000

During 2010 K-Swiss will remaster their original sneaker the “K-Swiss Classic”. First released in 1966, it constitutes the first true street sneaker that people were sporting on the streets of L.A. 40 years ago. Lemon scented tea wrote the story behind the K-Swiss Classic – finally! They asked 8 highly regarded designers from all around the world to make a poster with their interpretation of the different chapters. The Travel Agency made sure that the campaign traveled to the target markets in the Netherlands, Germany and UK.

Case Summary

K-Swiss asked Lemon scented tea to help with telling the story about the K-Swiss Classic sneaker and by doing so, improving K-Swiss’s brand image. The decision to ask highly influential designers from around the world to design different posters for different parts of the story was made to be able to reach the right influential audience.

Awareness:
- At least a quarter million people saw the campaign in some form.
- Google search “You Gotta Know Your Classic” spawns hits to the campaign on the entire first page and 90% of page 2.

Engagement:
- More than 40 postings about the campaign by highly influential publishers such as Sneaker Freaker, Slanted Mag, Kicks on Fire etc
- More than 100% increase in daily mentions of the key word “K-Swiss”
- 36% increase in positive conversations surrounding “K-Swiss”
- Close to 100 exclusive poster prints were sent out

Online Buzz:

- 63% increase in results of “K-Swiss” according to Google Blogs
- Sharp increase in total occurrence of “K-Swiss” and “Kswiss” on blogs

Check the posters out here!

Campaign duration: 6 weeks

Dream Amsterdam

Tijmen — Mon, 01 Feb 2010 14:06:48 +0000

Every year Dream Amsterdam brings a famous photographer to Holland to photograph Amsterdam in a new special way. In the summer of 2009 Amsterdam had the honor to welcome Peter Funch. Dream Amsterdam asked Lemon scented tea & TTA to increase the awareness and participation between the artist and the public and to create more natural contact moments with the press.

Case Summary

In order to increase awareness and participation with the public TTA used crowd sourcing and co-creation. Lemon scented tea came up with the “I wonder” theme for the campaign and TTA asked national and International people to think about their ideal city. ‘I wonder what the city would like if…’ – a sentence that the public was invited to finish to create the foundation for the campaign. Internet and viral marketing specialist Gabriel McIntyre was also consulted to improve efficiency in the spreading of the “I wonder” campaign.

Awareness:
- Coverage in International press such as The New York Times, Wired and Art World.
- Articles in more than 30 National monthly, weekly & daily publications such as Bright, Holland Herald, LINDA., Adformatie, Metro, de Volkskrant as well as TV coverage in AT 5.
- Mentions in over 20 International websites
- Mentions in more than 50 National websites such as bright.nl, iamsterdam.com and nieuws.nl.
- An estimated 260.000 viewers of the installation on Museumplein, Amsterdam.
- More than 3 million hits and 1 million views on campaign dedicated sites (Flickr, Youtube, Facebook, Twitter and the main site)

Engagement:
- Countless blog postings and comments.
- High engagement by visitors of the installment on Museumplein through Flickr, Facebook and other social websites.
- 250 people participated in the “I wonder” event

Campaign Duration: June 5 2009 – August 31 2009.

Diabetes Fonds – 35-45 Campaign

Marieke — Wed, 13 Jan 2010 14:53:26 +0000

The Diabetes Fonds asked TTA to make 35-45 olds year in the Netherlands aware that regular exercise helps prevent type 2 diabetes. We helped conceive and create two enticing travel tools that would generate much interest in the target group. The resulting iPhone application and a ringtone became our lead conversation and ‘in’ into not only the communities but also the mass media itself.

Case Summary

The Diabetes Fonds really challenged us here, because no one in the 35-45 age group is eager to be preached to. Working with Lemon scented tea, we helped humanize the message to stimulate online discussions and gain sympathy with the press. We brought in bloggers with a great understanding of diabetes to target this group, and used a Travel Agency forte – positive peer pressure – to interest the rest.

Awareness:
- 73% of all relevant Google searches for diabetes on the 1st 10 pages were the direct result of TTA.
- 300,000 people viewed the key campaign message ‘regular movement helps prevent type 2 diabetes‘.

Engagement:
- 23 blog postings, articles and newsletters.
- 500 iPhone apps downloaded.
- 1,000 ringtones downloaded.

Online Buzz:
- 8 out of the 1st 10 relevant diabetes messages on Twitter
were the direct result of TTA.
- 80 forum posts

Campaign Duration: 3 months

Dutch Cowboys

More visuals of the campaign on our Flickr.

Visit Sweden

Marieke — Wed, 13 Jan 2010 14:50:26 +0000

TTA was asked to help put Sweden on the Dutch wintersport map by generating traffic to the VisitSweden site. Using the viral video created by postadvertising agency Lemon scented tea as our basis, we mapped out Holland’s most important online wintersport communities (i.e. ice-skating, skiing) and sent them a continuous stream of compelling content. We also spread the word offline through guerrilla actions at local skate rinks handing out information and chances to win unique prizes, like a bespoke Swedish travel bag.

Case Summary

Our goal with this campaign was to not only raise awareness, but also to encourage people to spread the word and activate them to both actually book vacations to Sweden. We started with the obvious – serious press coverage and dominating Google – and ended with the ideal: more bookings. Here are the results per category:

Awareness:
- Google #2 ranking for ‘unique wintersport area’
- (917,000 views) resulting directly from TTA.

Engagement:
- 10% increase in Dutch bookings to Sweden for winter 2010.
- First charter flight ever between Holland and Östersund (Swedish wintersport town).
- 150,000 video views in 6 weeks.
- 150% increase in visits to the VisitSweden website.

Online Buzz:
- Over 60 blog postings and articles on major sites like nu.nl, RTL etc.

Campaign duration: 6 months

More visuals of the campaign on Flickr.

Domino E-Day

Marieke — Wed, 13 Jan 2010 14:43:01 +0000

TTA was asked to create online awareness for Diabetes Fonds. Using the E-Day platform created by postadvertising agency Lemon scented tea, we mapped out relevant communities and media for the campaign, and fed them a constant stream of compelling stories, actions and encouragements to get them online to play E-Day.

Case Summary

With E-Day we knew we had a gem in house: year in, year out Endemol’s Domino D-Day is one of Dutch TV’s best viewed programs. If we could capture just a fraction of the D-Day fanatics, we’d be able to raise all sorts of awareness for Diabetes Fonds. Dominating Google searches was of course key, but our true goal was to engage people with the online game, to keep them on the site and to forever make the link between domino’s and Diabetes. In the end, we broke a world record!

Awareness:
- Over 1.6 million Google search results under ‘Domino e-day’.
- Number 2 Google search under ‘Domino Day’.

Engagement:
- More than 9 million dominos have been laid to date – shattering
last year’s E-Day record (4.5 million) and even surpassing
the offline world record!
- More than 17,000 people played the game.
- The average time spent on the site was 10 minutes!
- The game got national TV attention during Domino Day.

Online Buzz:
- Almost 100 blog postings and mainstream press articles
resulting directly from TTA’s involvement.

Campaign Duration: 2 months

Ridiculous Design Rules

Marieke — Wed, 13 Jan 2010 14:34:43 +0000

The FreeDesigndom Festival asked us to create more awareness and generate traffic through its web platform Ridiculous Design Rules. We mapped out the most relevant design communities and catalyzed a serious ongoing debate about ridiculous design rules through DM, seeding/plugging and viral marketing strategies.

Case Summary

This was a difficult campaign because the target group, designers, is more discerning than most. We had to package our message on the right sites, with the right people and especially in the right tone of voice, no small task when targeting the international design world. When we were done, the Ridiculous Design Rules website generated click-throughs to the festival site than any other medium.

Awareness:
- Posts on 10 most important Dutch design blogs.
- More than 15 articles in respected design publications.

Engagement:
- RDR website was single largest provider of click-throughs to the festival website.
- 10,000 unique visits per day from 30 countries to Ridiculous Design Rules website.
- Over 200 design rules uploaded to the site.
- 13% increase in visitors to the festival.

Online Buzz:
- Generated enough media attention that the Amsterdam publisher BIS commissioned a book based on Ridiculous Design Rules currently sold in 15 countries worldwide.

Campaign Duration: 4 months

More visuals of the campaign on Flickr.

Dutch Protestant Church Campaign

Marieke — Sat, 02 Jan 2010 14:59:46 +0000

Each year the Dutch Protestant Church champions a specific good cause, and in 2009 that was ‘children in trouble’, in support of children abroad who have lost their homes to war, destruction or poverty. The campaign, dubbed ‘May I go home’, focused on offline guerilla confrontation, but halfway through the Church asked TTA to translate the campaign online. By adapting offline events into dynamic online films and spreading them to the right blogs, sites and forums, we were able to create the type of traction offline alone couldn’t achieve.

The Church in Action campaign was strategically difficult because we weren’t allowed to reveal the source of the campaign until the very end. It was a positive message, but most people want to know who’s behind it from the outright. We focused on Google, but we also created a microsite for the Church to more loudly broadcast its presence and its activities. Similarly, we turned intent into action by designing an iconic t-shirt to support the cause.

Awareness:
- Google #1 ranking for ‘mag ik naar huis’ (from 7.720,000 results) resulting directly from TTA.
- 60% of search results for ‘mag ik naar huis’ on Google’s 1^st page resulting directly from TTA.

Engagement:
- over 200 active members on the microsite.
- over 600 views of the ‘Mag ik naar huis?’ YouTube channel.
- over 150 orders for ‘Mag ik naar huis?’ t-shirts.

Online Buzz:
- Over 200 ‘chats’ on the microsite
- Over 150 forum postings and articles.

Campaign Duration: 3 months