Extraordinary Experiences
Here's how a travel insurance company grew its business by inspiring travellers to be adventurous and seek out Extraordinary Experiences.
The Premise
World Nomads is a global travel brand that believes the true essence of travel is the experiences you have, not the things you see.
We strive to grow our business by encouraging everyone to explore their boundaries without compromising insurance coverage.
This campaign was designed to celebrate and capture the adventure of travel.
Objectives
Generate leads through an email capture mechanism.Showcase product and insurance coverage benefits in an exciting and engaging way.
Create User-generated content that also expands our understanding of brand personas.
Build brand awareness, boost SEO and SERPs using content marketing.
Grow the social community & increase engagement through a campaign that has affinity with traveller's goals.
Execution
Travellers were driven to our landing page through World Nomads channel promotion, social media advertising (with a heavy focus on video) and partner community promotion.
There they told us their favourite adventure activities, nominated their destination of choice and told us about an adventure that changed their life.
This application data then enabled us to personalise communication and re-marketing as well as evaluate and validate our brand personas and services.
Use of Media
Taking the philosophy of "show, don't tell", we pre-produced 21 videos - each of the 7 extraordinary experiences in 3 different locations. These videos were embedded in the landing page online, were promoted through YouTube and were the backbone of the social media campaign, especially through the use of Facebook video advertising.
Dogsledding
Norway
Forget trains, forget buses, experience Norway's most traditional transportation-option - Dogsledding
View Video
Riverboarding
New Zealand
A combination of body-boarding and white water rafting, it's guaranteed to deliver endless thrills and spills!
View Video
Scuba Diving
Trinidad & Tobago
You'd be hard pressed to find a better scuba diving location in the world than Trinidad & Tobago in the Caribbean.
View Video
Cross Country Skiing
Norway
Strap on some skis, grab your poles and learn cross country skiing in Norway - and shoot at targets at the end!
View Video
Quadbiking
New Zealand
Get rough, tough and muddy on a wicked quadbiking adventure in New Zealand.
View Video
Sailing Adventure
Trinidad & Tobago
Set sail on the epic seas of Trinidad & Tobago and experience the heart-lifting expression of freedom on the open waters of the Caribbean.
View Video
Snowmobiling
Norway
Snowmobiling and ice-fishing - is there a better way to take in the epic beauty of Norway?
View Video
Bungy Jumping
New Zealand
Overcome your fear and launch yourself off the 134 meter Nevis bungy over Queenstown, New Zealand's highest and scariest bungy.
View Video
Turtle Watching
Trinidad & Tobago
Get close to nature - close enough to be slapped in the face by a flipper - as you witness giant turtles coming ashore to lay their eggs.
View Video
Urban Kayaking
Norway
Do a little sight-seeing in Trondheim - from the water - with a surprising urban kayak tour. Finish off by leaping from a building.
View Video
Skydiving
New Zealand
Explore your boundaries, go beyond your comfort zone with skydiving in spectacular New Zealand.
View Video
Wakeboarding
Trinidad & Tobago
Carve up the Caribbean as you feel the adrenaline rush of wake-boarding.
View Video
Ziplining & Rope Course
Norway
Get a head for heights on this challenging rope course and zipline that traverses an ice-packed waterfall.
View Video
Mountain Biking
Trinidad & Tobago
Carve your own trail with a machete as you mountain bike Trinidad & Tobago's spectacular hills.
View Video
Reindeer 2 Ways
Norway
Experience a reindeer sleigh ride then savour local delicacies - including reindeer - in Roros, Norway.
View Video
Paddle Boarding
Trinidad & Tobago
Experience stunning scenery and encounter teeming wildlife on a paddle boarding adventure on the Blue River.
View video
![](https://media.worldnomads.com/awards/images/wn_02.jpg?2")
Campaign
Landing page
The heart of the campaign where visitors came to see the showcase videos and enter the competition, enabling us to capture email leads, personalised re-marketing data and gather community intel’ about favourite adventure activities and experiences.
Next - Social Media
Campaign
Social Media
Social media advertising concentrated on inspiring viewers to travel and seek out these extraordinary experiences. Extensive A/B testing of alternative copy and designs was used to find the most cost-effective messaging.
Next - Partner Collaboration
Campaign
Partner Collaboration
To further our reach, partners were provided with collateral to leverage their involvement in the campaign with their own audiences which they used in dedicated database emails, social media promotion and website features.
Next - EDM
Campaign
EDM
The campaign was featured in World Nomads EDM and newsletter mail-outs to 500,000 subscribers over the 6-week period.
Audience
We achieved maximum penetration in our major demographic with entrants from USA, Australia and UK with an average age of 32.
68% entered the competition through a mobile device.
Marketing Intelligence
230,000 data points captured regarding top adventure activities to assist in the evaluation and validation of our brand personas, products and services.
Entrants also had to describe in 100 words "an adventure that changed my life", which was used as travel destination insight for future content and campaigns.
Results & ROI
16,490,198
Social Impressions
REACH of 7.2 million
7,278,754 impressions
4,181,598 reach
9,919 new followers
5,552,258 impressions
3,169,258 reach
2,204 new followers
987,276 impressions
5,520 engagements
(campaign suspended after 10 days)
Views
215,420
Leads
55,115
Sales
12%
over target
The Team
Chris Noble
General Manager
The driving force behind World Nomads’ success as an innovative customer-centric travel insurance service.
Alicia Crosariol
Head of Community Development
Passionate believer in the strength of community and the wrangler-in-chief of awesome opportunities.
Jon Whitby
Head of UX & Performance
The guardian of good design, a warrior for the perfect User experience, he ensured the marketing collateral did the job it was supposed to do.
Jesse Chard
Executive Video Producer
Jesse produced and directed our global filmmaking crews to create our exciting, and highly engaging, adventure travel video series.
Pearse Moran
Campaign & Production Coordinator
Great concepts always need someone who can, simply, get stuff done! Pearse is our guy.
