Designing a Consumer Travel Campaign and 300+ Contest Entries in 30 Days

Background

A national travel industry organization sought to increase consumer awareness of its travel advisory platform while expanding its social media audience. The organization had a strong industry presence but limited direct engagement with travelers unfamiliar with its services.

To address this challenge, the organization launched a consumer-facing digital campaign centered around a large-scale social media contest offering a $10,000 travel experience.

The initiative aimed to simultaneously build brand awareness, grow social media audiences, and drive traffic to the organization’s consumer website.

Claire Howard, Founder of CLH Cosmo, led the strategy, execution, and digital marketing infrastructure for the campaign.

Strategy & Execution

Claire developed a multi-channel campaign combining organic social media content, influencer amplification, and targeted paid advertising.

Key elements of the campaign included:

Social Media Content Strategy

A structured content calendar was developed to maintain daily organic posting across multiple social platforms. Posts included visually engaging travel imagery, contest reminders, and interactive prompts designed to encourage audience participation.

Contest Campaign Design

The campaign centered around a branded “Vacation Do Over” contest, inviting participants to share travel stories and enter for the chance to win a $10,000 vacation experience.

Paid Social Advertising

Targeted Facebook and Instagram advertising campaigns were deployed to expand reach beyond existing followers and drive contest entries. Ads were optimized for reach, engagement, and link clicks.

Influencer Partnerships

Travel influencers were engaged to expand the campaign’s visibility and introduce the contest to new travel-focused audiences.

Visual Campaign Development

Custom graphics and digital assets were created to support the campaign across multiple channels, ensuring visual consistency and strong brand recognition.

Results

The campaign generated strong engagement and measurable growth across multiple digital channels within the first month of launch.

Audience Growth

• Facebook followers increased from 4,714 to 5,280, representing approximately 12% audience growth during the campaign period.

• Page likes increased from 4,755 to 5,002, expanding the organization’s consumer audience.

  
  

Campaign Reach and Visibility

Paid and organic social media efforts significantly expanded the campaign’s visibility:

• 473,430 people reached

• 611,595 impressions generated

• 628 unique link clicks driving traffic to the contest landing page

  
  

Audience Participation

The campaign successfully converted audience interest into active participation:

• 300+ contest submissions from travelers entering for the chance to win the featured $10,000 vacation experience.

  
  

Advertising Efficiency

Paid social campaigns delivered strong results with a highly efficient advertising spend:

• Cost-per-result as low as $0.07–$0.12 per click.

Value Delivered

The campaign successfully transformed a traditional brand awareness initiative into a high-performing digital engagement program.

The work led by Claire delivered:

• Rapid social media audience growth

• Increased visibility for the organization’s consumer platform

• High engagement through interactive content and storytelling

• Efficient digital advertising performance within a limited budget

• A scalable campaign framework for future consumer engagement initiatives

  
  

The initiative demonstrated how a strategic combination of storytelling, incentives, and targeted digital marketing can significantly expand audience reach while driving measurable engagement.

Post-Campaign Storytelling and Content Production

To extend the life of the campaign beyond the contest period, Claire Howard produced a short-form video documenting the experience of the contest winner and the impact of the $10,000 travel prize.

The video captured the winner’s story and highlighted the value of working with travel advisors to plan meaningful travel experiences. The content was developed as part of the broader campaign storytelling strategy and provided the organization with additional branded media that could be used for future marketing and promotional efforts.

This post-campaign content helped reinforce the credibility of the contest, celebrate the winner’s experience, and create a lasting narrative around the campaign’s success.