Find Your Wanderer: Travel Content Worth Wandering For

The Challenge

Go Türkiye needed to capture UK travellers aged 18 to 35 in a competitive tourism market where traditional, overly polished travel advertising was increasingly failing to engage younger demographics.

The Strategy

Bypassing conventional creator casting, the campaign began with comprehensive audience research across 486 UK respondents to analyse destination discovery habits, platform trust, and booking drivers. The findings identified Instagram as the primary platform for trust and inspiration, revealing that young travellers favoured authentic, personal experiences over polished ads.

Execution and Innovation

Using these empirical insights, Pepper selected creators whose storytelling styles naturally aligned with verified traveller motivations. The chosen creators showcased Türkiye through immersive, relatable content tailored to reflect real consumer discovery habits.

Results

The campaign drove strong audience interaction and significantly elevated destination consideration, proving the commercial efficacy of grounding influencer selection in empirical research.

Judges' Verdict

"The data and research are the golden thread throughout this entry, and clearly the campaign."