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 offers:
Guides to top travel sales & specials
Web site, Top 20, Newsflash & SuperSearch
HERE IS WHAT WE NEED:
We are looking to test new 300x250 ad units. This test will focus on driving more 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.
Attached are two ad examples with the following landing pages:
$49 Virgin America: http://top20.travelzoo.com/Sign_Up.aspx?...
We would like to see format variations on these types of ads using more copy. The idea is to come up with new formats, so that we can swap out the image and copy each week with different deals.
Please note: You dont need to come up with two different ads for each example (though you can if you want). We are looking more for a new type of format.
OUR TARGET AUDIENCE IS:
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
We want an ad that has the look and feel of website content as opposed to a traditional branded ad
We are looking for a more copy-heavy ad
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
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