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Case study

Itaka

Outdoor campaign

The client

Itaka case study

Period

August 2022 - present

The Itaka story

  • Founded in 1989, Itaka, Poland's largest travel agency, opened its Hungarian office in the summer of 2022. It initially offered four destinations: Egypt with two locations (Taba, Marsa Alam), Fuerteventura in the Canary Islands, and Zanzibar.

    The company positioned itself with a focus on quality and had its charter flights to each destination from the start. The company is a pioneer in tailor-made holidays, organising trips to nearly 100 different destinations. Its strategy is based on constant innovation, including the introduction of new destinations and the constant development of its sales network.

The challenge

Itaka Hungary has made great progress in the last two years, not only in terms of the huge popularity of its travels but also in terms of its growing market share. A company of this size requires a coordinated, well-thought-out marketing mix. A key objective for Itaka Hungary is to raise awareness of the company through larger-scale offline advertising in addition to digital marketing channels, covering the education level of the marketing funnel. This in turn means increasing brand awareness.

We were commissioned to conceive, create, and manage such a campaign.

The idea

For all our campaigns, we have a dual mission:

  1. Create a strong concept that can become the foundation of a campaign.
  2. Find the best possible format and channel for the campaign.

Together with Itaka Hungary, we decided to create a limited-time campaign that could both represent the premium travel experience the brand offers and the constant human desire for travel/freedom.

The approach was based on the idea that many people dream of traveling to exotic locations after reading a newspaper article, looking at a poster, or being influenced by content on social media platforms, muttering out loud "How nice it would be to be there..."

We captured this moment by juxtaposing the very limited nature of exploration through the screen with the joy of real exploration.

‘There's no printing technique that can recreate the wonder of the Greek Sea... Trust me, it's better in person!’

‘Looking at pictures of fantastic trips is great... but believe me, it's better live!’

The solution

The creative for our ‘It’s better Live’ campaign was actively launched on social media and Google platforms in addition to the website, but the big attraction was a coordinated outdoor campaign covering several counties and the capital.

For the billboard and citylight placements, we managed to put together a very advantageous display portfolio, paying special attention to the geographical location of the target groups. We combed through the thousands of options from location to location, from placement to placement, to create the most optimal mix.

Itaka Hungary's ‘It’s better live!’ campaign was thus displayed in 3 counties and Budapest on more than 100-100-100 billboards, city lights, and platform posters during March 2024.

Results

8 e-book
40 000 egyedi elérés
200 lead

Measuring brand awareness is always a challenge. Calculating revenue growth from billboard displays is perhaps impossible. What is certain, however, is that 30% of the population of Hungary was exposed to Itaka Hungary's message in key locations for a whole month.

The team

Conclusion

For many companies, we have heard the need to quantify the revenue generated from marketing spend. There are some campaign objectives and ad types where this is an easy task, such as digital advertising on Google or Meta platforms.

However, for a brand to establish itself in the minds of the public, it needs continuous and quality brand building. Image campaigns can be run in the digital space, but from time to time it is worth looking behind the screens and establishing that:

‘A digital brand awareness campaign can be good... but believe me: it's better live!’