300x250 TRUSTED PUBLISHER Creative for Travelzoo
a ad banner project by travelzoo

Creative brief

LET ME TELL YOU ABOUT US:

Travelzoo was created as a travel information source website. It has evolved to offer access to the best travel deals as well as the “Travelzoo Top 20 Deals.”

Travelzoo has a team of 120 "producers"--people who go out and find the best deals on the Web and work with travel partners to include those deals in the Top 20 newsletter. Travelzoo’s Test Booking Center confirms the accuracy and availability of every deal before the list goes out.


HERE IS WHAT WE NEED:

For this test, we want to create an evergreen ad with a focus on the theme of Travelzoo as a “Trusted Publisher.” The goal is to increase signups to the free Travelzoo Top 20 newsletter. Try not to use the word “trusted” in the copy. Instead, we would prefer to show consumers that we are a trustworthy source of information rather than tell them. Below is relevant information regarding this theme:

Travelzoo (NASDAQ: TZOO) is the most trusted publisher of travel deals. Our team researches, evaluates and tests thousands of deals to find those with true value. We recommend only deals whose accuracy and availability we can confirm. With over 18 million subscribers, we are the largest publisher of travel deals on the Internet. Only the most competitive make the Top 20. Our Test Booking Center confirms the accuracy and availability of every deal before the list goes out.
We know there's nothing more frustrating than not being able to book a great deal. We created the Test Booking Center to test all of the deals you see on our Web site. If we find a travel deal that has a long telephone hold time, changes in dates or prices or any other issue, we'll let the travel company know about it and then update our site to give you the most accurate information.
In addition, Travelzoo is a publicly-traded company listed on the NASDAQ and has over 20 offices worldwide.

This test will focus on driving qualified leads to sign up to the Travelzoo Top 20 newsletter. A signup has a double opt-in, so after filling out the form and clicking ‘Sign Up’, the visitor is sent an email with a confirmation link. They must click the link to confirm. We consider qualified leads to have higher conversion rates, where customers click through to see more information about the travel deal being offered. The success of the test will be measured by the increase in percentage of qualified leads who enter their email address and click the submit button, and then confirm in the follow-up email.

Since we have not done an evergreen ad in a long time, we do not have an example of a previous ad. The landing page is:
http://top20.travelzoo.com/Index3.aspx?source=c...

Size of unit is 300x250.


OUR TARGET AUDIENCE IS:

The Travelzoo customer is:
• High income
• A Frequent leisure traveler
• Responds to travel deals with incremental purchase


WE ABSOLUTELY MUST HAVE (or we don't want to see) THIS IN OUR DESIGN:

Requirements:

• Static ad
• 300x250 standard IAB unit size
• Reference website for look, feel and style elements
• See attached for style guide

Constraints:
• Colors and logo cannot be changed (Brand Guidelines have been supplied for reference)
• Do not communicate that Travelzoo sells travel; we do not sell travel, we are strictly an information source
• Cannot say “exclusive” unless using a qualifier to say that only some of the deals may be exclusive