Skift Take

It's hard to determine a return on investment on a subway campaign but tagging photos and uploading them to social media, as well as actual newsletter sign-ups, gives Travelzoo metrics to consider.

Email marketing is a science and Travelzoo, which has one of the largest newsletter subscriber rosters in the travel industry with 27 million members, knows more than a thing or two about it.

But the New York-based travel deals and hotel booking site is promoting its every-Wednesday Top 20 deals newsletter with signage on New York City subways as well as using out of home media in Chicago, Los Angeles and San Francisco.

Running through June in the peak travel booking frenzy, a national digital campaign is under way too. So the campaign turn

Skift came across the “Classic Case of the Wednesdays” campaign on the F train in New York City.

travelzoo subway

Travelzoo describes the campaign in a blog post: “You know that feeling you had as a kid when you were so excited for something, you just couldn’t wait? Maybe you wore your Superman costume weeks before Halloween, or you slept with your mouse ears on before your first trip to Disney World.”

“Well, it’s a little how Travelzoo members feel every Wednesday. They crave their Wednesday fix, so by the time the Top 20 travel deals of the week hit their inbox, they are ready. Maybe a little too ready.”

travelzoo subway 2

Justin Soffer, vice president of marketing for Travelzoo, says the company flew in Travelzoo members to pose for the photos in the campaign, which was produced internally and using freelancers.

Travelzoo urges consumers to sign up for the newsletter, take photos of the signage, and then tag them #travelzoo on Facebook, Twitter or Instagram.

So what’s is the reasoning behind the subway and out of home media campaign?

“While we have a very large global audience on email, web, mobile and social media, we are always looking for ways to tell more people about Travelzoo,” Soffer says.  “This is a fun and compelling way to reach affluent travelers in our key cities, complementing our online activity.”

In these times, Travelzoo and lots of other companies are looking for any edge they can get.

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Tags: advertising, marketing, social media, Travelzoo

Photo credit: The Travelzoo Top 20 deals newsletter shows up in deals newsletters every Wednesday. Travelzoo