One of the major initiatives I was tasked with when I first joined Issuu was to spearhead the creation of content for 12 vertical campaigns. Travel & Tourism was one of them.
One of my first responsibilities at Issuu was creating the content for 12 vertical campaigns, including the one targeting the Travel & Tourism vertical market. I collaborated with the Director of Brand to develop the content strategy from the ground up, and I spearheaded the copywriting for all the campaign's deliverables.
Additionally, I repurposed assets for broader use and tracked the campaign's performance, conducting a thorough post-campaign analysis to measure its success and find new ways to amplify its impact.
We centered the strategy around a core message: "Put your destination at the top of bucket lists." It was designed to resonate with travel and tourism businesses by emphasizing Issuu’s ability to help them stand out in a competitive market. We conducted thorough research on industry trends and audience behaviors, identifying the need for travel companies to leverage interactive, visually compelling content to attract and engage travelers.
By focusing on the desire to inspire wanderlust and drive bookings, we crafted a multi-layered content strategy that integrated across channels—leveraging landing pages, email marketing, paid ads, and lead-gen eBooks to showcase Issuu’s all-in-one publishing platform as the ideal tool for reaching a broader, more engaged audience.
In executing this vertical campaign, I took a hands-on approach, leading the creation of all content assets and ensuring they aligned with the strategic messaging. I wrote clear and customer-centric copy for the landing page, email flows, demand-gen assets, and lead-gen eBooks, each tailored to highlight Issuu’s value proposition for travel and tourism businesses.
I also repurposed key content into infographics and blogs, extending the campaign’s reach across multiple touchpoints. Close collaboration with the design team ensured that strong visuals supported the narrative. I also tracked performance metrics in real time to adjust the campaign as needed, ensuring optimization throughout its lifecycle. Take a look at some assets I created for this campaign:
It was designed to highlight the key features and benefits of Issuu for travel and tourism businesses.
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This eBook was used as a lead-generation tactic, offering a closer look at the key features and benefits of Issuu for travel & tourism businesses.
I interviewed Viki Moore, Managing Director at Island Cruising NZ, to explore how she leveraged Issuu to expand the business.
An upsell email I wrote to drive existing users from the free plan to a paid plan, showcasing the added value of Issuu’s premium features for travel brands.
I created this infographic to showcase sustainable marketing strategies to help travel professionals grow their brand and protect the planet in the process.
In executing this vertical campaign, I took a hands-on approach, leading the creation of all content assets and ensuring they aligned with the strategic messaging. I wrote clear and customer-centric copy for the landing page, email flows, demand-gen assets, and lead-gen eBooks, each tailored to highlight Issuu’s value proposition for travel and tourism businesses.
I also repurposed key content into infographics and blogs, extending the campaign’s reach across multiple touchpoints. Close collaboration with the design team ensured that strong visuals supported the narrative. I also tracked performance metrics in real time to adjust the campaign as needed, ensuring optimization throughout its lifecycle. Take a look at some assets I created for this campaign:
It was designed to highlight the key features and benefits of Issuu for travel and tourism businesses.
This eBook was used as a lead-generation tactic, offering a closer look at the key features and benefits of Issuu for travel & tourism businesses.
I interviewed Viki Moore, Managing Director at Island Cruising NZ, to explore how she leveraged Issuu to expand the business.
An upsell email I wrote to drive existing users from the free plan to a paid plan, showcasing the added value of Issuu’s premium features for travel brands.
I created this infographic to showcase sustainable marketing strategies to help travel professionals grow their brand and protect the planet in the process.
The Travel & Tourism vertical campaign delivered strong results, starting with over 38K visitors to the landing page in the first quarter. The email flow hit an avg. of 39% OR, while the webinar and blog series contributed to the creation of approximately 260 new paid accounts within three months. These results highlight the campaign’s success in engaging the target audience and driving measurable growth for Issuu in the travel sector.
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