Shoestring.nl adventure travel site was launched in 1996
Sold to Waterland Private Equity (VC) in 2003
Propagater contracted to “professionalize marketing” from March 2006
Shoestring sold to Kuoni Group Switzerland in Jan. 2007
Propagater contracted to manage European expansion
Shoestring HQ starts in Lugano; May 2007
Soft launch of Shoestring.co.uk via Shoestring Shoreditch Festival in Oct. 2007
London Launch 6,7,8,9 Feb. 2008
Launch Shoestring .de/.es/.it/.com in 2008/2009
All led by Propagater, which formed coalition with MEC Europe based in Dusseldorf, Saatchi &Saatchi Milan, SLAM PR in London, MTV Europe.
Objective to build an entirely new online travel brand – Shoestring adventure vacations
Clear positioning and guidelines yet flexible per market
Credibility vital – hence partnership with MTV Europe and MTV Awards
Digital/Search engines etc. important but more/richer recall and “experience” required
23-35 age group, but careful variance by market: Germany – students, UK – workers, Italy/Spain – young execs.
Brand consistency key for efficiency while leveraging local history/culture/values/prejudices
“Now – Adventure is closer than you ever thought possible” Live cool but never, ever say it.
Brand successfully introduced to tough-to reach target group
Same vivid, adventurous, cool personality but with local strategies
‘Appropriate creative’ – high recognition
€8m deployed – value was + €18m + Awards for Ads and promo feeder sites like www.wildtherapy.it
Nominated for Effies and Cannes Lions
…A full arsenal of marketing weapons available, tested and refined for use in roll-out markets.
