Cross-channel content campaign for GetYourGuide during the onset of the pandemic

The challenge March 2020 — the COVID-19 pandemic meant that people were stuck at home and couldn’t travel. GetYourGuide's standard mode of connecting customers to people, places, and themselves (via tours and activities) was impossible. The company's goal was to keep the brand top of mind and help customers experience the joys of travel in their homes through inspirational, educational, and entertaining content. I scoped and owned this content project over the course of 3.5 months alongside 10 creatives and 6 channel managers. The solution Leveraging a divisible content strategy, we created a combination of video and editorial content that tapped into proven customer interests and shared through them social, display, CRM, PR, BD, and SEO channels at a regular cadence to engage existing and new audiences. Content forms were continuously iterated to ensure maximum engagement. The results 1.7+ million audiences reached 150K+ engagements on content 10K leads generated 200 content pieces created 11 press mentions and features

The creative team
  • Selicia Richards-Turney, brand manager
  • Christian Schorm, design lead
  • Anna Cashman, brand manager
  • Lena Ishak, brand manager
  • Emma Brooke, brand copy lead
  • Giorgia Struli, graphic design
  • Jamie Kuechenmeister, graphic design
  • Andras Olah, video animation
  • Gytis Garsys, SEO
  • Kasia Skrzypek, visuals
  • Rachel Coleman, social media strategy