01 — Background
During the largest downturn in corporate travel in decades, I was tasked with sustaining and growing pipeline for a global travel management company in an extremely volatile market.
With travel managers navigating constant regulatory changes, evolving technology needs, and increased budget scrutiny, our challenge was clear: remain relevant, trusted, and commercially competitive despite industry contraction.
02 — The research
Before building the campaign, I led audience research to better understand what travel managers needed most during this period.
Three themes consistently emerged:
• Using technology to monitor and protect travelers
• Adapting travel programs in a shifting regulatory landscape
• Optimizing travel spend and budget efficiency
These insights shaped the messaging architecture and content strategy across channels.
03 — The process
Rather than launching isolated campaigns, I implemented a data-driven, multi-touch demand generation strategy.
First, I established performance baselines across key channels:
Nurture programs | Paid media |
Website conversion | SEO |
Content marketing | Organic social |
This allowed us to measure impact accurately and optimize in real time.
04 — The campaign
The campaign positioned our travel technology as a strategic solution aligned to audience needs:
Traveler Monitoring & Risk Management
– Organic social campaigns
– Targeted web content
Evolving Travel Programs
– Gated e-book content
– Dedicated landing pages
Budget Optimization
– Paid acquisition campaigns
– Supporting web content
Each touchpoint reinforced a unified message while guiding prospects through the funnel.
03 — Results
Quarter over quarter:
• Prospect opportunities increased 37%
• Total potential client revenue increased 35%
In one of the most challenging periods in modern travel history, the campaign strengthened pipeline performance and reinforced the company’s market authority.