Exsus is a luxury tour operator, based in Baker Street in the heart of London, with a second office in Bangkok, a third in New York and another in New Delhi. Known for their pioneering spirit, all members of the team have either lived or travelled extensively in the areas they feature.
Exsus was looking for a digital partner to improve its visibility through organic search against luxury travel brands. The bespoke travel company also wanted to create awareness of their new South Australian destinations to high net worth individuals, through their social channels.
In line with the company’s core goals of attracting an audience of affluent travel enthusiasts, Shout capitalised on South Australia’s increasingly strong reputation for being a centre for fine food and wine.
Focussing on South Australia’s main food and wine regions, we created a long-form, responsive, interactive microsite covering the rich gastronomic history of the region. This included interviews with key figures such as Maggie Beer; a prominent culinary celebrity in Australia and interviews and exclusive recipes from some of the region’s best restaurants.
Key features to improve social shares were integrated into the microsite including Facebook open graph tagging, and Twitter card integration on each key page of the site alongside share buttons for key social media networks. Furthermore, social reach to a highly targeted demographic aligned was amplified using Facebook Sponsored stories.
Bespoke Outreach Project
To address the primary requirement of the project, we conducted a month-long bespoke outreach project, aimed at generating community interest and coverage from travel bloggers, South Australian businesses and online travel publications.