Author's Tours | Targeted Advertising / USA
Katya Travel Boutique — organizer of author trips in the USA and around the world.
Niche: Author active tourism. The main product at the time of the campaign is a tour to Yellowstone and Grand Teton national parks. The unique selling proposition (USP) lies in the expertise of the guide and the uniqueness of the programs, which allow visitors to see non-touristy places and understand natural processes (for example, volcanism).
Region of operation: USA and Canada, with a primary focus on clients from the western and eastern coasts of the USA, as well as from Texas.
Target audience (TA): Russian-speaking emigrants aged 35-65+, who have been living in the country for a long time, with higher education and high intellectual demands. This includes IT specialists, medical workers, and educators who value active outdoor recreation and have traveled extensively.
Task: Increase sales from the website and social media (Facebook, Instagram).
Solution
To achieve the set goals, a targeting strategy was developed for Facebook and Instagram, based on the segmentation of the target audience. Four key segments were identified:
Retargeting website traffic: Working with a "warm" audience that has already visited the website katraveltours.com. A Meta Pixel was installed to collect this audience.
Frequent travelers with high income: A segment targeting affluent audiences with interests corresponding to a high professional status.
Active tourism enthusiasts: An audience interested in hiking, ecotourism, and outdoor recreation.
Look-a-like based on the client base: Creating a similar audience based on data about existing clients to scale the campaign.
Niche: Author active tourism. The main product at the time of the campaign is a tour to Yellowstone and Grand Teton national parks. The unique selling proposition (USP) lies in the expertise of the guide and the uniqueness of the programs, which allow visitors to see non-touristy places and understand natural processes (for example, volcanism).
Region of operation: USA and Canada, with a primary focus on clients from the western and eastern coasts of the USA, as well as from Texas.
Target audience (TA): Russian-speaking emigrants aged 35-65+, who have been living in the country for a long time, with higher education and high intellectual demands. This includes IT specialists, medical workers, and educators who value active outdoor recreation and have traveled extensively.
Task: Increase sales from the website and social media (Facebook, Instagram).
Solution
To achieve the set goals, a targeting strategy was developed for Facebook and Instagram, based on the segmentation of the target audience. Four key segments were identified:
Retargeting website traffic: Working with a "warm" audience that has already visited the website katraveltours.com. A Meta Pixel was installed to collect this audience.
Frequent travelers with high income: A segment targeting affluent audiences with interests corresponding to a high professional status.
Active tourism enthusiasts: An audience interested in hiking, ecotourism, and outdoor recreation.
Look-a-like based on the client base: Creating a similar audience based on data about existing clients to scale the campaign.
Rovno 
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