How TTC won Black Friday through creative personalisation at scale
Brave Bison
Client: The Travel Corporation
Using unified paid and organic media across search and social, the campaign needed to outperform the previous year’s Black Friday period across three owned brands (Trafalgar Travel, Costsaver, and Insight Vacations) through tailored messaging that resonated with varied traveller motivations across value, premium and guided travel segments. The campaign was planned months in advance using Brave Bison’s Media Lift Effect: a proprietary framework that aligns organic, creator and paid media across the funnel. Powered by AudienceGPT, Brave Bison’s AI-driven audience intelligence tool, we analysed real traveller behaviours, search signals and social conversations to uncover nuanced motivations, from price-sensitive planners seeking reassurance, to experience-led travellers prioritising exclusivity and service. These insights shaped modular creative frameworks tailored to each segment, dynamically deployed across paid and organic search and social. The Media Lift Effect enabled Brave Bison to unify TTC's media activation and sequence personalised creative across the funnel, building intent ahead of Black Friday and adapting messaging in real time as audiences moved closer to booking. The result was a Black Friday campaign built on relevance, not discounts alone. Our approach delivered on all objectives, delivering stronger engagement, higher conversion efficiency, and scalable growth across all three brands.