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. Travelzoos 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 being In the Know. The goal is to increase signups to the free Travelzoo Top 20 newsletter. Travelzoo subscribers get access to viewing incredible travel deals. Subscribers find emotional benefits to the brand in that they feel good about knowing the best travel deals from Travelzoo. Travelzoo makes it possible for people to travel when they may not normally have done so.
Below is just one sample of a Travelzoo subscribers experience that illustrates the emotional benefits of Travelzoo:
Travelzoo is a working site that offers the standard, wonderful fare of travel information, bargains to consider and places to think about going. But it also has a weekly feature called its Top 20 which it sends by e-mail. This is an amazing array of bargains from all over the world and around the corner, too. I know that Im not going to fly to Tahiti in any hurry (as much as I have always wanted to go there) no matter that the prices is off by 50 percent. But its nice to fantasize. More, Travelzoo rummages around the world of travel sales and offers neat hotel arrangements, tickets to shows and the like. I have gone to New York solely on the basis of a Travelzoo bargain. I went to see the Grand Old Opry because Travelzoo shared a resort-Opry package that was about 40 percent of what I could find anywhere else. (http://ctwatchdog.com/2009/10/12/travelz...)
This test will focus on driving qualified leads to sign up to the Travelzoo 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:
Size of unit is 300x250.
OUR TARGET AUDIENCE IS:
Travel enthusiasts who want to stay "in the know" about travel deals
The Travelzoo customer is:
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:
300x250 standard IAB unit size
Reference website for look, feel and style elements
See attached for style guide
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
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