Ramble Worldwide

Case Study — Social Media Ads for Travel Company

The Client

Ramble Worldwide is a travel company. It began life in 1946, originally as the commercial wing of the Ramblers’ Association. Today, Ramble offers hundreds of walking holidays across 6 continents, all led by expert volunteers who know the terrain intimately.

The Brief

Due to lack of time, Ramble was using social media only intermittently, with virtually no video content. To increase their followers on Facebook and Instagram, they needed to get more content out there. The main objective was attracting a slightly younger age demographic — expanding their current 60-something market to include people in their 50s. At this point, Ramble was running paid ads on Meta. The setup was OK, but the ad content didn’t feel unique to the brand. It needed fine-tuning for the results to go in the right direction. We carried out a social media audit and came up with the following recommendations:

Focus on video content. But not just any old video content. It should humanise the brand.
Get creative with paid ads. Use a mix of storytelling and incentives to encourage click-throughs.

Ramble agreed with this strategy. They brought us on board for social media managementand social media advertising.

The Process

The first step was the video content. Ramble’s key differentiator is their local volunteer tour leaders. We wanted the leaders to shoot their own videos, share their expertise and show viewers how it feels to be on a walking holiday with them.

Not everyone is a video expert, so we went above and beyond. We organised an online training session. Ramble’s tour leaders learnt how to make social media videos. This gave them the confidence to shoot footage from an actual tour, inviting online audiences to walk with them through beautiful landscapes off the main tourist trail.

We then edited the raw footage into a collection of reels, giving Ramble a steady stream of fantastic content directly from their experts on the ground.

The next step was paid ads — a prospecting campaign to advertise Ramble’s long haul, short haul and UK walking tours. The approach was twofold:

Incentive-focused. Enticing users to click through to the website for specific holiday offers.
Ramble’s own story. Tour leader videos to give viewers a real-life, tangible experience of being there.

In numbers…

%

Increase in sales through Meta ads

%

Growth in Instagram followers

%

Increase in Return on Ad Spend

Kelly Maher is the Head of Marketing at Ramble Worldwide:

Working with Rob & RMK Marketing has been a game-changer for our brand presence on social media. He’s agile, professional, and always ahead of the curve with creative ideas and quick execution.

His ability to translate our brand into engaging, authentic content has made a real impact. I couldn’t recommend Rob highly enough — a brilliant partner to have on our journey

The Result

Ramble’s holiday tour purchases through Meta ads have increased by 225%. In the 6 months before we came on board, the number was 35. In the 6 month period afterwards, the number of tour purchases was 114.

There has also been a massive uptick in the number of Instagram followers — one of Ramble’s key goals. Followers are up by 480%, and Instagram reach is up by 103.6%.

As for ROAS, in the 6 months before we started, this was 3.73. ROAS is now 8.38, a 125% increase.

To find out what RMK Marketing could do for your travel business, get in touch by hitting the big button.

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