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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 low-priced deals. This could either focus on previous deals we have offered or percentage off messaging. Travelzoo makes it possible for people to travel when they may not normally have done so. We can say that our travel deals are up to 60% off. We can also say that the Travelzoo newsletter is a free subscription.
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 are looking for good 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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