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Russia (RUS)Türkiye (TUR)·Loyalty·Year-round
Re-engage Russia's loyal family travellers with year-round value programming that deepens affinity and drives repeat bookings to Türkiye.
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Metric
Repeat booking rate among prior Türkiye visitors
Target
≥35% repeat booking rate within 12 months; CLV uplift +15% vs baseline
Why
Loyalty goal requires measuring whether past guests return rather than net-new acquisition, with CLV tracking long-term relationship depth.
Audience recap
Alexei V.
Top motivators
- Affordable all-inclusive beach holidays with high perceived value for a family of four
- Warm Mediterranean climate and short flight distance from Russian regional cities
- Family-friendly resorts with dedicated kids' clubs and entertainment for ages 6–10
Pain points
- Payment and financial access complications due to sanctions affecting card usage abroad
- Flight availability and route disruptions limiting direct access to Turkish resorts
- Language barrier outside major resort zones creating anxiety for non-English-speaking families
Positioning
“Türkiye is the family holiday Alexei already trusts — we make coming back easier, better value, and even more memorable than last time.”
Proof points
- All-inclusive resort partners now accept MIR card and cash-friendly payment options, removing financial friction
- Direct charter flights from 12+ Russian regional cities operated with Anex and Coral Travel year-round
- Resort kids' clubs with Russian-speaking animators and menus familiar to Russian children
Tone
Warm, reassuring, and value-affirming in Russian; emphasises reliability, family happiness, and proven deals — not luxury or exclusivity
Channel mix
VKontakte (VK) — targeted ads + travel community groups
Hero
Budget
35%
Tactics
- Retargeting pixel audiences of users who engaged with Türkiye travel content in past 18 months, segmented by family travel interest groups; carousel ads showcasing resort value and kids' facilities
- Sponsored posts in major VK travel groups (e.g. 'Отдых в Турции', 'Семейный отдых за рубежом') with UGC-style creative featuring returning Russian families; loyalty offer CTA linking to TO booking pages
Success metric
Repeat booking click-through rate ≥3.5%; cost per qualified lead ≤$6
Yandex Search + Yandex Display Network
Hero
Budget
25%
Tactics
- Always-on branded and category search keywords ('отдых в Турции семьёй', 'все включено Турция 2025') capturing high-intent returners 30–90 days ahead of peak booking windows
- Yandex Display retargeting to past-visitor lookalike audiences with dynamic banners highlighting MIR payment solutions and early-booking discounts through partner TOs
Success metric
Branded search volume uplift +20%; CPL from Yandex ≤$8
Russian tour operator co-marketing — Anex Tour, Coral Travel, TEZ Tour
Hero
Budget
20%
Tactics
- Co-branded loyalty programme: returning Türkiye travellers earn vouchers redeemable on next booking via partner TOs; communicated through TO CRM emails and WhatsApp newsletters to their existing client databases
- Joint early-bird promotion campaigns in TO offline retail branches and regional travel agency network, with POS materials and agent incentive scheme for repeat-booker upsells
Success metric
Repeat-booker voucher redemption rate ≥25%; TO partner incremental repeat bookings +18% YoY
Telegram travel channels (curated Russian travel communities)
Support
Budget
12%
Tactics
- Sponsored editorial content in top Telegram channels (e.g. 'Отдых с детьми', 'Турция для своих') — seasonal guides on resort updates, new kids' facilities, and payment tips for families returning to Türkiye
- Loyalty story series: 2–3 minute text+photo posts from real returning Russian families (micro-UGC) distributed quarterly across 5–8 high-follower channels with tracked booking link
Success metric
Channel post engagement rate ≥8%; link clicks to TO booking pages ≥1,200 per placement
Offline travel agency co-marketing (regional Russian cities)
Always-on
Budget
8%
Tactics
- Agent training kit and loyalty campaign toolkit distributed to 200+ regional travel agency branches; equips agents to identify prior Türkiye travellers and pitch return-booking incentives at point of sale
- In-agency loyalty poster and brochure programme refreshed quarterly, highlighting flight availability, MIR payment options, and seasonal value offers for family packages
Success metric
Agent-attributed repeat bookings as % of total ≥20%; agent toolkit adoption rate ≥60% of enrolled agencies
Timeline
01Foundation & Partner Alignment
Week 1–3
- Brief and onboard Anex, Coral, TEZ Tour on co-branded loyalty mechanics; agree on voucher structure, tracking URLs, and CRM data-sharing protocols
- Produce Russian-language creative suite (VK carousel, Yandex banners, Telegram editorial templates, POS materials); QA all payment and flight messaging for accuracy
02Loyalty Programme Launch
Week 4–7
- Launch VK retargeting and Yandex always-on search campaigns targeting past-visitor segments; activate co-branded TO CRM email blast to returning Türkiye travellers announcing loyalty offer
- Seed first Telegram channel UGC family story series; deploy offline POS materials to regional agency network and run agent briefing webinar
03Peak Booking Window Drive
Week 8–16
- Intensify Yandex Search spend during primary booking window (30–90 days pre-summer); push early-bird loyalty voucher deadline messaging across all channels
- Launch VK community group organic engagement push — Q&A sessions about returning to Türkiye, payment tips, resort updates — to build trust and spur word-of-mouth among past travellers
04In-Season Sustain & Advocacy
Week 17–32
- Shift creative to in-resort happiness content (family photos, kids' club scenes) across VK and Telegram; prompt returning guests via TO post-arrival messaging to share UGC with branded hashtag
- Monitor repeat booking rate and CLV metrics bi-weekly; optimise budget allocation between Yandex and VK based on CPL performance data
05Post-Season Re-engagement & Retention
Week 33–40
- TO CRM post-trip email sequence to all summer returnees: personalised 'welcome back' message with early-access winter-sun or next-summer loyalty discount code
- Conduct quarterly campaign review: repeat booking rate, CLV uplift, channel CPL — reforecast budget splits for next cycle and brief creative refresh
Budget allocation
Total band
$80–140k annually (scale to tier once confirmed)
Splits
Paid media
55%
Creative production
15%
Influencers / partnerships
22%
Measurement & ops
8%
Risks
- Sanctions and geopolitical escalation could further restrict flight routes or payment channels, undermining the core value proposition mid-campaign — maintain a rapid-response messaging protocol to update creative within 48 hours of any regulatory change
- VK and Yandex algorithm changes or platform policy shifts may reduce ad reach to target audience — maintain Telegram and offline TO channel investment as non-platform-dependent fallback
- Tour operator dependency risk: if Anex or Coral adjust their Russia programmes, co-marketing mechanics collapse — negotiate with minimum two TO partners per programme element and retain direct DMO channel as backup
Measurement plan
- Primary: Track repeat booking rate (%) monthly via TO partner data share and UTM-tagged booking links; benchmark against prior 12-month baseline; target ≥35% within campaign cohort
- Secondary: CLV tracking per returning booker cohort (average spend per trip × trips per year) reported quarterly; CPL by channel (Yandex ≤$8, VK ≤$6) reviewed bi-weekly for budget reallocation
- Brand: Bi-annual brand lift survey in VK and Yandex audience panels measuring Türkiye consideration and preference scores among past-traveller segment; target +10 point preference uplift vs control