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Cuba Travel Network

Brand concept, sales campaigns and webshop design.

Introduction

By opening the US market, CTN wants to position itself as the main supplier of organised, individual tours to Cuba. Because traveling to Cuba is still under embargo for US citizens, there are restrictions with regard to doing a public campaign for Cuba in the US. CTN needed a way to communicate it’s unique selling points to the American market. Well, game on!

A definitely different brand concept and campaign strategy to attract US visitors for this Island of beauty.

The Brief

The biggest challenge was that before the embargo was eased, it wasn’t possible to market anything to do with Cuba in the US. Another big challenge in this process was to get all the materials in Cuba on time as well as making sure all travellers got the proper reception upon arrival. The added value of Cuba Travel Network as a local organisation quickly became evident in this process, as it works together with locals.

The Answer

In close collaboration with the client we determined a strategy which speaks to a very clear ‘niche’ target audience. On the basis of travellers’ details/data we have mapped out the process from booking until the stay and filtered out the moments where the added value of CTN is most visible and has the most impact.

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