Opportunity:

• Create an annual “best of” list that would:

  • inspire consumers to travel

  • stand out from other travel publication lists populating the Q4 calendar

  • align with Travelzoo’s mantra of highlighting the “travel deal”

  • elevate Travelzoo in the eyes of tourism board clients (current + prospective)

  • generate a PR splash for Travelzoo

Solution:

• Launched the “WOW Deal Destinations” annual spread that highlighted the best destination in which to find travel deals for the coming year, as predicted by Travelzoo editors and producers

• Organized and oversaw the internal selection process; led production of promotional website, editorial, social media, etc.; worked hand-in-hand with sales leaders to forge tourism and travel partnership opportunities for the opportunity; and coordinated with PR on high-profile editorial opportunities, including national and regional television opportunities

Results:

• The editorially directed spread generated more than $1 million in media and publicity value each year, including appearances on the TODAY show and CNN.

• The campaign continues to forget new tourism partnerships and strong ROI (for media) for participating travel clients who supply travel deals for the destinations highlighted.