Marco Vasco France luxury co-op

Partner with consumer travel agency Marco Vasco (part of media group Le Figaro) to promote California as the Ultimate Playground to Affluent French and Gen X targets. This program promotes California as a year-round destination, encouraging travel during the off-peak seasons. 

Participants will receive placement on Marco Vasco's website, which connects to a landing page of California packages. The package also includes promotion across social media, email, blog, paid search and banner advertising. This promotion will be tied into a popular French podcast series.

Implement a joint marketing promotion campaign by creating branded content on Marco Vasco’s website connected to a landing page of California packages. The partnership includes:

Internal media:

• 2 newsletters sent each to 70,000+ subscribers highlighting several tours and products. Average OR: 25% to 28%
• Social media package including:
• 1 blog article / 3K monthly visits (5K in October) / Reach: 1K
• 2 Facebook posts / 103.5K followers / Reach: 45K / Engagement rate: 7%
• 1 Instagram post / 26.4K followers / Reach: 60K / Engagement rate: 10%

External media:

• Google Ads: purchase of keywords to generate qualified visits and sales on promoted packages. Impressions: 70K / Clicks: 1100
• Le Figaro website (3M monthly unique visitors / 7M pages seen)
• 1 slideshow of 10 pictures, 300-word article and VCA logo on homepage for 1 week. Minimum 3K pages seen
• Le Figaro Voyages (travel section of Le Figaro website)
• Web banner. Average CTR: 0.03%
• 1 Marco Vasco tour published linked to a page detailing a selected itinerary

Additional podcasts:

• Marco Vasco mentioned in 4 podcasts coordinated by the French VCA team with Le Figaro media
• The TO covered airline costs for the trip of the 3 journalists producing the podcast in California
• 4 episodes of 25 minutes, live in April
• 50K guaranteed listenings over 6 months

Objectives:

• Drive sales and increase visitor arrivals through Marco Vasco BtoC website and internal tools, as well as via the travel section of Le Figaro media website
• Create visibility and travel intent via Le Figaro website and Le Figaro Voyages
• Position California as a year-round destination and ultimate playground for couples and families
• Promote off-season trips to better distribute tourism flows
• Promote California road trip experiences representing 80% of Marco Vasco packages including California

• Reach affluent visitors
  Marco Vasco is a trusted by France's most affluent travelers
• Part of a larger California promotion
  Benefit from Marco Vasco's investment in California as a destination
• Multi-channel promotion
  Reach travelers through digital promotion and through tie-ins to other Marco Vasco media