Branding and design strategy
Project
Branding strategy
Summary
Elevating SI Travel Costa Rica’s Brand Through Comprehensive Marketing and Digital Design
Responsibilities
Creative Direction
Art Direction
Overview
SI Travel Costa Rica is a boutique travel agency specializing in curating personalized travel experiences in Costa Rica. The company offers everything from eco-tours and adventure packages to luxury getaways, showcasing the country’s natural beauty and diverse landscapes. In 2023, SI Travel Costa Rica partnered with us to strengthen their brand identity, expand their digital presence, and attract a broader international audience through an integrated marketing and branding strategy.
Our scope of work included social media advertising, video editing, editorial design, and landing page development, with the goal of creating a cohesive and engaging brand experience across all digital touchpoints.
Client: SI Travel Costa Rica
Project: Marketing and Branding Strategy
Sector: Travel & Tourism
Date: 2020
The Challenge
As a growing player in the highly competitive Costa Rican tourism market, SI Travel Costa Rica needed to differentiate itself and build stronger brand recognition. While the company already offered unique travel experiences, their digital presence lacked the consistency and polish needed to appeal to an international audience. Additionally, they were not fully utilizing digital channels to generate leads and engage with potential customers.
The key challenges included:
Inconsistent Brand Identity: SI Travel’s visual and verbal branding lacked cohesion across platforms, making it difficult to create a lasting impression in the minds of potential travelers.
Underutilized Social Media: While the company was active on social media, the content was sporadic and lacked the visual appeal and targeting needed to convert followers into paying customers.
Limited Video Content: Video is a powerful tool in the travel industry, but SI Travel had minimal high-quality video content to showcase the experiences they offered. They needed engaging, professional videos to bring their travel packages to life.
Weak Lead Generation: The company’s website was not optimized to capture leads effectively, and landing pages lacked strong calls-to-action (CTAs) or persuasive design elements to drive conversions.
The Solution
To address these challenges, we developed a comprehensive marketing and branding strategy that spanned multiple channels and formats. Our approach was designed to strengthen SI Travel Costa Rica’s brand presence while driving engagement, generating leads, and ultimately converting more inquiries into bookings.
The solution featured:
Brand Identity Refresh:
We began by refreshing SI Travel’s visual identity to create a more cohesive and recognizable brand across all touchpoints. This included refining their logo, selecting a color palette that evoked the vibrant nature of Costa Rica, and establishing consistent typography and visual elements for use across digital platforms and print materials.
Social Media Advertising:
We developed a series of highly targeted social media ad campaigns, focusing on Instagram and Facebook, to capture the attention of potential travelers. Our ads were visually engaging, using stunning imagery of Costa Rica’s landscapes and experiences, and featured compelling CTAs that encouraged users to learn more or book a consultation. We also implemented A/B testing to optimize the performance of the ads and ensure maximum ROI.
Video Content Creation and Editing:
We produced and edited a series of promotional videos showcasing SI Travel’s most popular travel packages, including eco-tourism, adventure, and luxury experiences. The videos were designed to highlight the unique, immersive nature of each package, using high-quality footage and storytelling to capture the beauty and excitement of Costa Rica. These videos were integrated into social media ads, website content, and email marketing campaigns.
Editorial Design for Brochures and Print Materials:
To support SI Travel’s offline marketing efforts, we created a series of beautifully designed travel brochures and catalogs that showcased their packages in a visually compelling way. The editorial design emphasized clear, engaging layouts that made it easy for potential clients to understand the value of each travel package, while highlighting key destinations and experiences.
The Results
Our integrated marketing and branding efforts had a significant impact on SI Travel Costa Rica’s business, improving brand awareness, driving engagement, and increasing bookings.
Key results included:
Increased Brand Awareness: The brand identity refresh and cohesive marketing materials helped create a consistent, recognizable presence across all platforms. This led to a 40% increase in social media followers and improved brand recall among target audiences.
Higher Engagement on Social Media: Our targeted social media ad campaigns resulted in a 50% increase in engagement on Instagram and Facebook, with a marked increase in likes, shares, and comments on both organic posts and paid ads. The A/B tested ads consistently performed above industry benchmarks for the travel sector.
Improved Lead Generation: The optimized landing pages significantly increased lead generation, with a 25% increase in inquiries and consultation requests. The strong CTAs, combined with visually appealing content, contributed to a 30% increase in overall conversion rates.
Video Content Success: The promotional videos became some of the most engaging pieces of content on SI Travel’s social media platforms, generating a 45% increase in video views and shares. The videos not only increased brand visibility but also helped potential customers visualize the experiences they could have, making them more likely to book.
Enhanced Offline and Print Marketing: The professionally designed brochures and print materials became valuable tools for SI Travel’s sales team, improving the effectiveness of in-person consultations and helping to close more sales. The editorial design made it easy for potential clients to understand their options and make informed decisions about their travel plans.
Brand Moodboard
Conclusion
The comprehensive marketing and branding strategy we implemented for SI Travel Costa Rica successfully elevated their digital and offline presence, positioning them as a leading provider of personalized travel experiences in Costa Rica. By creating a cohesive brand identity, leveraging high-quality video content, and optimizing lead generation through targeted social media ads and landing pages, we helped SI Travel increase engagement and drive more bookings.
Our work enabled SI Travel Costa Rica to reach a broader audience of travelers, stand out in a crowded market, and grow their business by providing a seamless, engaging experience for potential customers across all touchpoints.
Credits
Design
Eduardo Calvo – Creative and Art Director
Team
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