For ERGO Ubezpieczenia Podróży, a leisure and business travel insurance brand, we combine communication planning, creative work and Google Ads and Meta Ads campaigns. The collaboration also covers content marketing, SEO and social media. We plan and evaluate winter and summer campaigns jointly with the client, adapting messages to travellers' and businesses' needs.
Travellers and businesses
We build the brand's communications and advertising creative around a sense of support while travelling.
Family holidays, frequent travel and organising business trips require different arguments. In B2C, communications lead people towards understanding the product and buying a policy online. In B2B, they address employers' needs and direct users to the business offer or an expert.
Seasonal campaigns
Winter and summer campaign strategies are developed jointly with the client. When planning subsequent editions, we draw on assessments of previous activity, travel seasonality and the needs of each audience.
We run awareness and sales campaigns in Google Ads and Meta Ads. We prepare messages, graphics and video suited to each channel. We test ad variations, use remarketing scenarios and optimise activity during campaigns.
Content and visibility
We developed and implemented the “Carefree travel” section and produced articles for it. Travel advice and inspiration complement product information, while SEO helps reach people seeking answers before a trip.
In social media, we combined safe travel education with inspiration and offer communications. We also coordinated influencer partnerships, including posts on their profiles and content for the brand's blog.
Website and campaign landing page
For the summer campaign, we prepared a landing page that develops the ad's message, presenting cover benefits, extensions and the steps towards purchase. Calls to action lead to the sales website. In business campaigns, we use messages connected with specific situations such as business trips or employing foreign nationals.
We designed and built the brand's website. We maintain and develop it, adapting it to changes in the offer and the needs of marketing activity.
Learning from results
Together with the client, we assess previous campaign editions. We analyse website traffic, policy sales and advertising results, accounting for the different objectives of awareness and sales activity. We use these findings to select messages and channels and plan further campaigns. Creative work, content and advertising distribution develop through a shared process.
