How The Travel Corporation increased Black Friday purchases by 127% with unified media
Services
CHALLENGE
The Travel Corporation wanted to deliver record Black Friday performance across three travel brands with very different audiences and propositions: Trafalgar Travel, Costsaver and Insight Vacations.
The challenge was made harder by rising media costs and intense competition during one of the busiest advertising periods of the year. Relying solely on late-stage promotional advertising would mean competing for expensive audiences at exactly the same time as every other travel brand.
Each brand also had different commercial goals. Costsaver needed to more than double ROAS year on year, Insight Vacations was targeting at least a 50% improvement in ROAS, while Trafalgar Travel wanted to double branded search impression volume.
Brave Bison needed to create demand before Black Friday arrived, then use a connected Paid Performance strategy to convert that demand efficiently when offers went live.
SOLUTION
Brave Bison used the Media Lift Effect, our framework for connecting paid and organic media across the full customer journey.
Planning began months before Black Friday. Organic, creator and upper-funnel Paid Social activity built awareness and demand early, while mid-funnel activity strengthened consideration and purchase intent. By the time promotional activity began, the brands were reaching audiences already familiar with their proposition rather than relying solely on cold acquisition.
Audience strategy and creative development were supported by AudienceGPT, allowing the team to explore the motivations, behaviours and objections of different traveller segments across the three brands.
Organic social also acted as a testing environment for paid media. Hooks, formats and creative concepts were tested organically before the strongest performers were amplified through paid campaigns.
By connecting Paid Performance, organic social, audience intelligence and creative testing, The Travel Corporation increased purchases by 127% and delivered a 54% year-on-year improvement in ROAS.