CASE STUDY
Repositioning a Signature Travel Product to the Adventure Travel Market (Peru)
A trade-focused campaign to expand Mountain Lodges of Peru’s signature trek into the adventure travel market.
Campaign Highlights
TRADE FOCUSED
Our team worked with the trade industry to help them target new audiences and increase sales of their signature hike.
LOCAL VOICES
We crafted stories highlighting the power of nature and the outdoors by featuring local, character-based storytelling.
AWARD-WINNING STORYTELLING
Our film received the 2016 award from Adventure in Motion.
Details
Partner: Mountain Lodges of Peru
Key Themes: Outdoors | Nature | Culture | Adventure
CHALLENGE:
Mountain Lodges of Peru (MLP) contacted GLP Films to help reposition their signature product (Salkantay Trek) as a leading adventure product and increase their sales and website traffic. Also, they wanted to tell an authentic story that conveyed what the trek was really like and connect with their target audience through the spiritual, physical, and mental journey of the trek. MLP knew they had an incredible story to tell and a destination that would compel travelers, but they needed help putting this story together and connecting with the right audience.
SOLUTION:
We produced a series of videos and digital content with two primary goals: reposition MLP and their signature product in the adventure travel market, and increase website traffic and sales. For our content marketing campaign with MLP, we specifically looked at the growth in website traffic and growth in bookings. These metrics were collected throughout a 12-month campaign and compared to year-over-year data to ultimately determine the ROI of the campaign.
Key Goals
REPOSITION MOUNTAIN LODGES PERU (MLP) AND THEIR SIGNATURE PRODUCT IN THE ADVENTURE TRAVEL MARKET.
INCREASE WEBSITE TRAFFIC AND SALES FOR MLP.
SHOWCASE THE BEAUTY AND CULTURE OF SALKANTAY TREK.
Award-Winning Storytelling
SALKANTAY INCA TRAIL - THE ULTIMATE TREK TO MACHU PICCHU
Witness the 7-day trek through some of Peru’s most dramatic and pristine terrain. This is one film you’ll have to see to believe.
PERU TRAILER
Join us for a true Peruvian adventure across Lima, Cusco, and Machu Picchu! Visually experience the stunning mountainous terrain, the vibrant culture, and the mouth-watering cuisine of this amazing place.
“We wanted to capture the experience and emotion that comes with the Salkantay Trek. There is nothing like being surrounded by snow-capped peaks, incredible flora and fauna, and enriching culture and then returning to a warm and inviting home base where you can relax and share your day’s stories with everyone. GLP was the best partner to narrate and distribute these stories visually and authentically.”
Impact
The qualitative results told us how well we were meeting our goal to reposition MLP and its product as leaders in the adventure travel space. We looked at consumer surveys and comments via social media to determine the overall shift in brand perception and likability among consumers. We also went straight to the travel trade for the ultimate peer-to-peer review by entering our signature film from the campaign into the annual Adventure Travel Trade Association’s film contest.
Winning the 1st Place Award voted by over 800 travel industry peers fulfilled our initial goal, elevating MLP as a leader in the adventure travel market. Additionally, campaign results exceeded initial sales and website traffic goals:
