IMPT Weekly Update – July 28 – August 1, 2025
From Views to Value: Turning Travel Inspiration into Action
This week we leaned into high-impact visuals and clear CTAs that didn’t just showcase the world’s beauty — they motivated audiences to travel consciously. By balancing wanderlust with eco-responsibility, our campaigns continued to turn social engagement into measurable impact.
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1️⃣ Social Media Highlights
* Consistent daily posting on TikTok, Instagram, Facebook, LinkedIn, and YouTube
* Top-performing content:
↳ Patagonia Roadtrip (Chile & Argentina)
↳ Missouri River, Montana
↳ Summer Escape in Kosova 🇽🇰
* Hotel reels featured stronger “last-minute deals + save the planet” messaging
* Content with dual hooks (scenic + impact) increased replay rate and profile clicks
🔑 Key Insight:
Audiences resonate most with immersive landscapes paired with action-driven captions.
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2️⃣ Content Creation & Output
* Delivered:
✅ Daily Eco Challenge: Days 87–91 (tracking 190–230 items recycled daily)
✅ Destination reels: Patagonia, Iceland, Norway midsummer, Montana, Kosova
✅ 100+ optimized visuals for mobile-first platforms
* Prepared 20+ TikToks and YouTube Shorts for next week’s release
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3️⃣ Performance Testing
* Strongest retention: calm landscape edits with ambient audio
* Overlays with eco-driven CTAs lifted watch-through by 18%
* “One hotel booking at a time” messaging led to higher bio click-throughs
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4️⃣ SEO & Blog Growth
* 41 new blog posts published
* Focused keyword targeting on last-minute hotel bookings, travel, and deals across EU countries
* Blog publishing volume doubled to accelerate content dominance
* On-page SEO and internal linking implemented for hotel and location-based pages
* New keyword map created to guide strategic content rollout for the month
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5️⃣ Website & Tracking Enhancements
* Continued CTA optimization based on hotel and blog page heatmap data
* A/B test: simplified homepage layout resulted in a 5% increase in user click depth
* WebP migration ongoing for latest blog content to improve loading speed
* In-depth heatmap analysis underway to inform future UX and design updates
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6️⃣ Email & B2B Outreach
* Targeted EU-based decision-makers at travel and hospitality companies
* 2 B2B campaigns sent during the week:
July Campaign 3 (July 28): 5,296 contacts reached | 5% open rate | 0%–1% click rate
August Campaign 1 (August 1): 5,286 contacts reached | 5% open rate | 1% click rate | 19% CTR (including bots)
* Unsubscribes remained low (<0.2%), indicating solid audience fit
* LinkedIn outreach paused due to temporary account restrictions
