On the occasion of the 20th anniversary, FIRO-tour approached us with the task of creating a comprehensive advertising campaign across online, as well as offline media. The aim was to present the FIRO-tour as a travel agency backed by real people, to utilize positive references from customers and, first and foremost, to celebrate the company's 20th anniversary.
We decided to use social networks (Facebook, YouTube, Instagram) as primary channels and for the support and higher impact of the campaign in the offline environment we used billboard advertising, radio and cinema spots.
Based on the countless positive reviews of FIRO-tour travel agency, we have created a unique phrase - "We have been hearing the same from you for 20 years now". The phrase was always used at the beginning of each spot (video/radio spot) and indicated the upcoming positive reviews from customers. To promote the video spot in the online environment, we mainly used YouTube and Facebook.
Since most of the reviews come from the social media platform Facebook, we decided to reflect this fact in the design and turned the reviews into the form of chat/comment bubbles, which is well known to all of us on social media.
We used this style of adaptation on billboards as well. We have selected 8 unique reviews for the diversity of individual billboard ads. We have strategically placed them around Bratislava and its surroundings so that the advertisement is still attractive, and thus so that passers-by have the highest possible opportunity to always see a different version of the advertisement/review.
In addition to promoting the video spot on social networks, we came up with the concept of posts, in which we published 20 interesting facts about the FIRO-tour within 2 months. They were based on approximate statistics recorded by the travel agency during its 20 years of market presence. These facts included, for example: "In 20 years, 15 little Firo-babies were born to our colleagues" or "In 20 years, more than 450 animators took care of your kids". It was these contributions that emphasized the fact that real people are behind the FIRO-tour.
Thanks to the claim "20 YEARS WITH YOU, THANK YOU", which was used at the bottom of each post, we were able to express our gratitude to all customers and let them know that thanks to them FIRO can celebrate an estimable 20 years of great holidays.
Posts with interesting facts about FIRO finally culminated in a competition for a weekend stay in the Bešeňová resort. Competitors could participate via comments, in which they wrote one of the published interesting facts about FIRO, that interested them the most. In connection with the 20th anniversary, we have symbolically set the competition toss on 20 February 2020.
Throughout the publication of interesting facts on Facebook, we did not forget about the very important Instagram either. There, we have published interactive stories with the facts on the day that they were published on other social media platforms, in which we gave the fans the opportunity to "guess" the correct answer to the given interest. For example: "In 20 years, your children have been cared for by more than…" a) 100 animators / b) 250 animators / c) 450 animators. In this way, we were able to give fans who follow the FIRO Facebook page a sense of advantage, due to the pre-published answer, but also to raise awareness among people who have not yet encountered the interesting facts.
In the end, the whole campaign garnered above-average results that we will be happy to share with you.
To introduce FIRO-tour as a travel agency backed by real people, to utilize positive references from customers and, first of all, celebrate the company’s 20th anniversary.
• The lowest possible price per view of ad spot
• High level of 100% end-view of an ad
• Excellent results for the whole 2 months
• High degree of interaction
• Positive comments
• Organic sharing