Maze Creative - Marketing Campaign of the Year - Travel / Tourism / Destination
Company: Maze Creative
Company Description: Maze Creative is a branding, digital marketing, and content creation agency founded on the fringe of the pandemic in Atlanta, GA, by husband and wife marketing duo, John and Brianna Morris. The team functions as a full-service digital marketing and creative agency that currently engages clients from strategic consulting, marketing strategy, to creative execution.
Nomination Category: Marketing Campaign Categories - Industry
Nomination Sub Category: Marketing Campaign of the Year - Travel / Tourism / Destination
Nomination Title: Goss RV: The New Frontier of Luxury Travel
Specify the date on which this campaign or program was launched: March 15, 2020
In late February 2020, GossRV’s revenue plummeted as its renters responded to the onset of COVID-19. Renters canceled trips and collected deposits, leaving GossRV in the deep red. Leads came to a halt, and the calls and emails went quiet.
GossRV is a luxury motorcoach company, operating in charters, sales, and owner services. Vacations are the primary revenue-generating vertical for GossRV. And to survive the pandemic, they needed to reorient their go-to-market to get families traveling.
GossRV shifted its entire marketing plan for 2020 to the reinstatement of family vacations. Families across the world canceled Spring Break and Summer plans, but the demand to “getaway” was (and is) stronger than ever. RV travel offered one of the safest ways to getaway in 2020, affording travelers the self-contained opportunity to connect with loved ones on the road without the risk of flying or large groups. This campaign was developed to highlight an alternate way to vacation in 2020 while meeting the pent-up demand for a vacation.
To develop the campaign, we needed to brainstorm new ways to market the benefit of RV travel in the wake of the pandemic. As their agency, we gathered the leadership team to think through ways to encourage people to travel without 1) causing further virus spread and 2) putting clients in potential harm’s way. Self-containment was the key word that came out of that meeting, leading to the campaign “The New Frontier in Luxury Travel.”
RV travel provided the number one way to stay safe and still vacation during a pandemic. RVs provide the opportunity to stay secluded and only with a small group of loved ones. Self-Containment became the underlying pitch behind “The New Frontier in Luxury Travel.” Travelers could safely navigate the United States while self-isolating, all within the confines of a $2m+ coach.
To deploy the campaign, we created 8 cinematic video and photo assets to showcase Goss RV's 8 custom tours across the United States. For each tour, we needed a map, a video, a landing page, and a download. We also built white-labeled tour asset for our travel agent partners to equip them with a unique opportunity to approach their clients. For the next 3 weeks, we deployed a full digital content ecosystem ofassets to deploy across Google Ads and paid social for each of the 8 tours. Additionally, we created a press kit complete with photo and video assets that was picked up by major media outlets.
Major Media Coverage
Due to the efforts of the campaign, Goss RV was featured in major media outlets: Wall Street Journal, CNN Travel, Travel Weekly, Forbes, LA Times, The Washington Post, Bloomberg, Town & Country, Yahoo Finance, and Reuters.
Performance:
201% increase in organic web traffic. 175% increase in website leads. 25% increase in new business. Averagerental deal grew 26% ($26,226 to $33,091). 78% increase in form fills.154% increase in vacation rentals y/oy.67% increase in direct-to-site consumers
Goss RV Company
The Goss RV team grew from a team of 12 to 18 during the campaign to support the volume of new customers. The culture of the company shifted from family owned and operated to a high-touch luxury brand, improving customer experience and overal qulity of offerings.
Campaign Video: https://vimeo.com/481272340
Additional Creative Work: https://www.mazecreative.com/work/goss-rv
Tour Video: https://gossrv.com/canyons-tour/
WSJ Article: https://www.wsj.com/articles/rv-vacations-the-safest-way-to-travel-this-summer-11589601600
Additional Digital Creative: https://go.gossrv.com