Campaign details

Brand: Latam Travel
Brand owner: Latam Airlines
Lead agency: Initiative
Contributing agencies: Graphene
Country: Colombia
Industries: Airlines
Media channels: Mobile & apps, Online video, Radio & audio, Social media
Budget: Up to 500k

Executive summary

Our aim was to generate a 10% traffic increase to the offices of travel brand Latam within a month, focusing on consumers who would like to acquire tour packages that include hotels, on-site tours, sightseeing and more.

Market background and objectives

Our consumer is a price seeker, moved by the offer but not always finding an option that is both dynamic and in context with their interests. On the other hand, we needed to compete with our rivals: Avianca had just resumed its investment after a strike; VivaColombia was most searched in the mobile segment in 2017; and Wingo had just started to grow its search share.