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Time Travels
Timetravels is a Finnish tour operator and travel agency specializing in tailored group tours to Lapland, Scandinavia, and the Baltic region, with a strong focus on student travel, youth adventures, and sports fan trips. Founded in 2006, the company organizes popular, budget-friendly trips and is an official travel partner for many Nordic student unions and ESN organisations.
The Challenge
Timetravels faced challenges in differentiating their brand and expanding beyond their predominantly student customer base.
After intensive research and interviews with the internal team, we agreed on three main objectives for the projects:
- Differentiate the brand through stronger recognition and positioning beyond price leadership
- Expand the customer base by precisely defining target audiences and developing targeted messaging
- Create segment-specific messaging to support seasonal and low-season campaigns. Growth was hindered by a narrow student-focused perception, over-reliance on partner revenue, an undifferentiated brand in a competitive market, and an inconsistent voice that alienated broader audiences.
Meridian’s Approach
Meridian conducted a comprehensive brand audit analyzing 4000+ customer reviews, social media demographics, website architecture, competitor landscape, and communication style.
Motivation-based segmentation emerged as a key opportunity. Meridian developed three distinct customer segments: Solo Explorer, Group Organizer, and Student Traveler.
To humanize the brand, Meridian crafted a guide-forward content strategy leveraging Timetravels' expert local guides. Content frameworks for guide interviews, experience-led storytelling, and value proof points brought this to life.
A multi-channel messaging matrix was developed to appeal to each segment's distinct booking motivations and barriers, tailored by channel and funnel stage.
Competitor benchmarking across the Nordics and Baltics revealed whitespace opportunities. An analysis of booking patterns and low-season challenges uncovered opportunities to drive off-peak demand through customer base expansion and refined targeting.
Meridian’s Results
Meridian’s Results
- Comprehensive brand, competitor, and target audience audits with data-driven insights
- Competitor positioning map visually defining Timetravels' differentiation opportunities with 18 competitors
- Complete overhaul of brand personality, values, and tone of voice
- Messaging frameworks with clear do's, don'ts, and examples to guide all communications
- Segment-specific messaging guidelines and content recommendations to drive low-season bookings
- Platform-specific activation plans for web, social, and email
- Social media content pillars adapted to each segment and channel
Drop us a line...
Our team’s all ears (and ideas).
If you have a company or project you'd like to get some marketing help for, we've got you covered.Let us know who you are and what your context is — we'll get back to you within 48 hours.
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