Campaign details
Brand: Black & abroadAgency: FCB/SIXCountry: Canada
Objectives
Boost brand metrics
Help grow the reach of a niche brand beyond its existing base. Key performance indicators for this objective include:
- Campaign Impressions
- Social shares, likes, views
- Website Traffic
Improve brand health
Bolster the brand's position as a leader in the Black Travel Movement, and establish it as a national, up-and-coming brand. Key performance indicators for this objective include:
- Community Reaction
- Industry Recognition
- PR Coverage
Create behaviour
Over 75% of Black & Abroad's trips focus on African countries. In efforts to merchandize African destinations to...