We are søster. A creative agency using unique travel insight to fuel and enhance a brand’s offering. Delivering creative content, brand strategy and global experiences, we use wanderlust to inspire audiences and supercharge companies. As the sister of world-renowned travel company Black Tomato, we’re retailers as well as creators. This means our work is uniquely effective. We are able to draw upon insight into customer behaviour, travel industry expertise, and an understanding of future trends, which gives us an unparalleled understanding of the entire travel market. This knowledge allows us to provide an unsurpassed level of expertise for both brands in travel and those brands seeking to use travel as a vehicle to engage with and put themselves on their audiences’ map.
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Cayman Islands Department of Tourism: The Perfect Connection
The Cayman Islands Department of Tourism approached us at søster for help promoting their destination to a high-end US audience.
Just a short flight away from the islands, neighbouring Cuba had seen a huge rise in tourism since US relations improved in 2014 and had become a leading destination. We came up with a targeted strategy of piggybacking using an influencer led video to enhance the culture of Cayman and attract US travellers to connect with the location.
Based on this strategic insight, we delivered a multi-faceted digital campaign, with a video showcasing the fantastic highlights and ease of travel between both destinations at its core. In order to target our time-poor audience who want to see and understand everything they’re getting before they go – quickly and efficiently – we included renowned luxury travel influencer (and co-founder of Black Tomato Group) Tom Marchant.
The Lasting Impression
Supported by a stunning, illustrated digital map and a bookable itinerary, this campaign effectively and creatively illuminated a unique new travel experience, whilst offering the client a clear ROI through direct bookings – the ultimate goal for any tourism body.