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Travel Marketing, Brand Development & Digital Growth

Fuchs Travel Group

A case study showcasing the strategy, content creation, digital marketing, publishing, supplier partnerships and campaign delivery supporting Fuchs Travel Group and its travel brands, including where2travel, Sage Travel and where2cruise.

The work combined strategic planning with hands-on execution across websites, editorial publishing, social media, paid advertising, email marketing, events and brand development.

Managing Marketing Across Multiple Travel Brands

Turning Business Objectives Into Coordinated Marketing Activity

Marketing planning connected business objectives with practical campaign delivery across the group's brands. The work included developing marketing plans, managing budgets, coordinating activity and monitoring performance.

Paraglider In Flight
Strategic Management
  • Developing annual and quarterly marketing strategies across multiple travel brands.
  • Preparing marketing budgets, campaign plans and performance reports.
  • Presenting marketing plans, budgets and updates at management meetings.
Execution & Coordination
  • Creating a central marketing calendar to coordinate activity across brands and channels.
  • Establishing campaign objectives and monitoring budgets and performance.
  • Coordinating internal teams and external suppliers to deliver campaigns.
Partnerships & Resilience
  • Developing proposals and supplier activity plans to secure co-operative marketing funding.
  • Adapting marketing plans and activities in response to changing business conditions during COVID.

Business Challenge

Coordinating Marketing Across Multiple Travel Brands

Fuchs Travel Group required coordinated marketing activity across its travel brands to support sales, strengthen brand visibility, promote travel products and maintain engagement with existing and prospective clients. The work involved balancing strategic planning with practical delivery across multiple channels, while maintaining relationships with travel suppliers and supporting the sales team.

Key priorities included:
  • Coordinating marketing activity across multiple travel brands.
  • Supporting travel sales through relevant campaigns, destination content and product promotions.
  • Strengthening brand visibility and maintaining consistent brand presentation.
  • Building engagement through websites, social media, email marketing and editorial content.
  • Supporting supplier partnerships and co-operative marketing opportunities.
  • Developing events and campaigns that connected clients with travel experiences and products.
  • Adapting marketing activity during COVID to maintain client engagement when travel opportunities were restricted.

Website Design, UX & SEO

Improving Website Structure, Content and Enquiry Pathways

Website projects focused on presenting travel information clearly, improving the customer journey and supporting marketing campaigns. This involved planning site structures, developing destination content, applying SEO principles and creating landing pages aligned with campaign objectives.

Key responsibilities included:
  • Designing website layouts and planning site structures.
  • Developing website maps covering static pages, destination content and CMS collections.
  • Structuring destination and regional content to make travel information easier to navigate.
  • Introducing sub-navigation to improve the organisation and accessibility of website content.
  • Incorporating SEO principles into website structure and content planning.
  • Developing Google Ads landing pages featuring destination imagery, video, tour details, pricing, offers and enquiry forms.
  • Integrating Salesforce to support lead management.
  • Connecting Mailchimp through Zapier to support marketing data flows.
  • Selecting Adobe Stock imagery to support website design and destination storytelling.

Magazine & Publishing

where2next: Travel Inspiration in Print and Digital Formats

The quarterly where2next magazine brought travel inspiration, destination content, supplier promotions and editorial features together in a publication designed to engage the travel database. The work covered editorial planning, writing, layout, advertising coordination, distribution and promotion across additional marketing channels.

Key responsibilities included:
  • Planning editorial direction, content and publishing schedules.
  • Leading copywriters and coordinating editorial contributions.
  • Designing magazine layouts and advertising placements.
  • Working with Scenic and Princess Cruises on co-operative marketing content.
  • Coordinating print distribution to a database of 5,000 people.
  • Producing a digital edition of the magazine.
  • Promoting magazine content through social media, Google Ads and email marketing.
  • Encouraging email subscriptions to extend audience engagement.

Google Ads & Meta Advertising

Supporting Campaigns Through Paid Digital Marketing

Paid advertising supported destination promotion, travel product campaigns, magazine distribution and audience engagement. Campaign activity was connected to landing pages, website content and wider marketing plans.

Key responsibilities included:
  • Developing Google Ads campaigns to support marketing objectives.
  • Creating advertising graphics, video content and campaign messaging.
  • Designing landing pages or coordinating external designers to develop them.
  • Working with Search, Discovery and Performance Max campaign formats.
  • Managing advertising budgets and adjusting spend as required.
  • Developing targeted Meta campaigns and boosting social media posts.
  • Targeting campaigns by location, demographics and campaign objectives.
  • Using Google Analytics to monitor website activity and campaign performance.
  • Training staff on Google Ads.
  • Integrating paid advertising with email subscriptions, website content and broader marketing plans.

Events & Supplier Partnerships

Bringing Travel Experiences to Clients

Events provided opportunities to connect clients with travel suppliers, showcase destinations and promote travel products through informative and engaging experiences. The work involved developing event concepts, coordinating suppliers, creating promotional materials, managing attendee communications and overseeing event delivery.

Key responsibilities included:
  • Developing event concepts, strategies and proposals.
  • Collaborating with travel suppliers and internal staff.
  • Designing flyers, invitations and event collateral.
  • Promoting events through email marketing and social media.
  • Managing attendee lists, pre-qualification, confirmations and communications.
  • Coordinating event logistics and execution.
  • Working with suppliers including Scenic, Oceania Cruises, Albatross, Lindblad Expeditions/National Geographic, Rocky Mountaineer, Tauck, Ponant and Grand Pacific Tours.
  • Developing an Armchair Travel event featuring Broome and the Kimberley during COVID.
Selected event examples included:
  • Yarra River Scenic event.
  • Oceania Cruises and Albatross High Tea at Kooyong.
  • Lindblad Expeditions/National Geographic and Rocky Mountaineer information event.
  • Tauck and Ponant information event.
  • Grand Pacific Tours event.
  • Armchair Travel event during COVID.

Strategy & Marketing Planning

Turning Business Objectives Into Coordinated Marketing Activity

Marketing planning connected business objectives with practical campaign delivery across the group's brands. The work included developing marketing plans, managing budgets, coordinating activity and monitoring performance.

Key responsibilities included:
  • Developing annual and quarterly marketing strategies across multiple travel brands.
  • Preparing marketing budgets, campaign plans and performance reports.
  • Creating a central marketing calendar to coordinate activity across brands and channels.
  • Establishing campaign objectives and monitoring budgets and performance.
  • Presenting marketing plans, budgets and updates at management meetings.
  • Developing proposals and supplier activity plans to secure co-operative marketing funding.
  • Coordinating internal teams and external suppliers to deliver campaigns.
  • Adapting marketing plans and activities in response to changing business conditions during COVID.

Content Writing & Editorial

Creating Travel Content Across Digital and Print Channels

Content creation supported destination marketing, product promotion, editorial publishing and client engagement. The work required adapting messaging to different audiences, travel interests and marketing channels.

Key responsibilities included:
  • Writing travel articles, destination guides, magazine features and promotional copy.
  • Developing editorial content for the quarterly where2next magazine.
  • Writing website copy and travel guide content to support destination marketing and SEO.
  • Creating campaign messaging for social media, email, advertising and supplier promotions.
  • Producing content for brochures, flyers, event materials and product campaigns.
  • Coordinating supplier advertisements, special offers and company news.
  • Editing content and managing magazine copywriters.
  • Adapting content to suit different audiences, travel interests and communication channels.

Social Media Marketing

Building Engagement Through Travel Content

Social media activity supported destination awareness, product promotion, audience engagement and wider marketing campaigns. Content was coordinated with website updates, email marketing, supplier promotions and events.

Key responsibilities included:
  • Developing social media strategies and content plans across relevant channels.
  • Designing graphics, tiles and promotional assets.
  • Writing captions, promotional copy and destination content.
  • Planning and publishing social media content.
  • Applying relevant hashtags and platform-specific formats.
  • Coordinating social content with email campaigns, website updates and supplier promotions.
  • Developing a Club Med competition to encourage engagement and database growth.
  • Monitoring social media performance.
  • Promoting events, magazine content, special offers and travel destinations.

Email Marketing & CRM

Personalised Communication for Different Travel Interests

Email marketing supported client engagement, destination inspiration, product promotions, event invitations and magazine distribution. Audience segmentation helped align communications with different travel preferences and interests.

Key responsibilities included:
  • Managing email databases and supporting subscriber growth.
  • Designing email templates with custom headers and footers.
  • Creating inspirational emails, product promotions, event invitations and magazine campaigns.
  • Segmenting audiences by interests, including cruising, adventure, luxury, budget and solo travel.
  • Tailoring messaging to different audience segments.
  • Supporting automation and subscriber acquisition.
  • Connecting Mailchimp through Zapier.
  • Monitoring campaign performance, subscriber growth and unsubscribes.

Business result: Specialised email campaigns regularly achieved open rates above 40%.

Brand Development, Graphic Design & Video

Creating Consistent Marketing Materials

Graphic design and creative production supported travel campaigns, supplier promotions, events, editorial publishing and brand communication. Work included developing marketing collateral and adapting creative assets for different formats and channels.

Key responsibilities included:
  • Designing travel brochures, flyers, campaign graphics and event collateral.
  • Developing brochures for small-group touring.
  • Creating advertising artwork and supplier promotional materials.
  • Designing magazine layouts and editorial assets.
  • Producing promotional video content.

Additional design experience included the separate Health & Harmony brand development project. This was a distinct project and must not be presented as work completed for Fuchs Travel Group.

  • Developing logo concepts.
  • Exploring colour palettes and visual identity options.
  • Presenting logo and colour options.
  • Developing supporting brand materials.
  • Graphic design experience includes more than 15 years of work across marketing and creative projects.

Results & Business Impact

Measurable Outcomes Across Marketing Activity

24% Increase

In Scenic bookings over 12 months. Contributed alongside staff support and training.

40%+

Email open rates regularly achieved through specialised, segmented campaigns.

20,000+

Print distribution of where2next magazine to an engaged database.

Co-operative

Marketing funding secured from Club Med, Scenic, Princess Cruises and Lindblad/Nat Geo.

Wider Business Impact

  • Coordinated marketing activity across multiple travel brands.
  • Strengthened supplier relationships through collaborative campaigns and co-operative marketing opportunities.
  • Connected websites, email, social media, advertising, editorial content and events within broader marketing plans.
  • Developed website and email systems designed to support enquiries and client engagement.
  • Maintained client engagement during COVID through travel inspiration and Armchair Travel events.

Explore the Work Behind the Strategy

Explore selected examples of the marketing work behind this case study, including travel magazine design, website development, campaign creative, email marketing, supplier events and promotional materials.

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