The worlds first
Travel Agents Game Show
We were overwhelmed by the response and energy shown by the network of our travel agent partners right across the country. Engaging with our partners differently was a key focus and the gameshow attracted the immediate attention of all our major partners, putting the Globus family of brands firmly in the spotlight over our key booking period of the year.
Chris Fundell – Director of Marketing
A large percentage of Globus Family of Brands’ holidays are sold through travel agents. Agents are a vital part of our consumer journey. We needed to build a higher awareness and greater product knowledge with these travel agents.
We built on the core insight that travel agents don’t just love the travel perks, they love being the person who ‘knows’ travel.
We’ve been working with Globus for a few years now, so the trust was there to create something original for the category. We devised the world’s first Travel industry, live game show pitting agent against agent, agency against agency in a purpose-built set and studio!
We launched with an online travel quiz for travel agents. 20 contestants were selected from the quiz and flown to Sydney to compete in front of a live audience made up of 200 travel agents who had also entered the competition.
Throughout the gameshow, we sprinkled specially designed segments related directly to the Globus family of brands. ‘Mekong Jeopardy’ “Undiscovered” ‘Adventure is knocking’ ‘Monograms Movie Matcher’ ‘Fast and Furious’ and ‘Flight Number Madness’ tested both general travel knowledge and Globus brand product knowledge.
CONTENT ASSETS CREATED
• A range of digital assets and films
• A live game show in front of a studio audience
• Facebook Live and post event content.
Award nominations, shortlisted at the Mumbrella Travel Marketing Awards 2020 in the categories of Award For Innovation and Best Use of Face-to-Face/Experiential Marketing.
A world-first event, that had anyone who didn’t make it, asking when next years’ event was.
A very high satisfaction score on our post event survey of 9/10 across all participants
We dominated travel industry coverage over 37 publications, achieving a combined circulation of over 1.45 million.