Luxury agency Travlux launches new-look podcast to help ‘grow an engaging brand’

Luxury agency Travlux has launched a new-look podcast and dedicated landing page as part of its efforts to “grow a brand that people engage with on social media”.

 

The video podcast, Travlux Lounge, was originally launched in February with three five-minute episodes that saw the team discuss bucket-list destinations and travel hacks.

 

Agency owner Ross Johnson took the decision to relaunch the series earlier this month with a new look and dedicated landing page to house all the episodes.

 

“[The first three episodes] were relatively well received, both from consumers and from within the trade, but in hindsight, I just questioned whether the set looked a little bit tacky over luxury,” Johnson told Aspire.

 

“So we decided that if we’re going to carry on doing it, we want to do it properly. So we redesigned the set and the look, and then batch-filmed eight episodes.”

 

The first of the new eight episodes was released on September 9, with the remaining instalments scheduled to go live on a monthly basis.

 

Johnson said the decision to refine and relaunch the podcast comes as the agency boosts its focus on digital marketing and social media.

 

He said the business has invested heavily in SEO for the past year but will now spread this investment across various platforms.

 

“We’re switching up how we spend money. Instead of spending it all on SEO, we’re now going to spend a similar amount on socials and various different brand engagement ads, as well as teasers for each particular episode of the podcast.

 

“In today’s day and age, I don’t think we have a choice but to focus on it [social media].”

 

Despite increasing investment into digital channels, Johnson said the main goal of the podcast isn’t necessarily to find new clients.

 

“The message [with the podcast] is never to sell. Sure, we want to subliminally sell, but we also want to be talking about the hotels we’ve experienced, where we want to go and travel memories. We want it to be fun.

 

“We, of course, want to increase sales and revenue and find more high-net-worth clients, but I don’t think we’re going to find our next £50,000-spending client scrolling Instagram. However, it seems foolish not to try and grow a brand that people engage with on social, regardless of whether they can afford a £50,000 trip or not.”

 

The decision to introduce a Travlux Lounge landing page for all episodes of the podcast was made so the team are able to better analyse engagement data.

 

“When we posted the first three episodes, we posted them on every individual platform, which makes it easy for people to watch, but doesn’t really help us collate views,” Johnson said.

 

“What we’ve decided to do now is purely drive people [from different social channels] to the landing page to watch the episode.”

 

Johnson also said the landing page has been designed to keep visitors on the website, so “if they then happen to navigate out of that page, they’ll visit the rest of the website”.