Travel Zoo Creator Campaign Case Study
Submitted by Fabulate

How UGC Content Drove 748.7K Views and a 3.29% Click-Through Rate

Influencer Marketing

Fabulate partnered Travelzoo with four creators aged 50 and above whose user-generated content about cruise offers delivered 748.7K+ video views and a 3.29% click-through rate.

+41.83%average engagement rate
748.7K+video views
3.29%click-through rate
13posts across creators

Case in 60 seconds

Travelzoo wanted to drive awareness and grow its email database among older Australians who follow travel deals, which required building trust with an audience that then had to click through to exclusive cruise offers.

The campaign appears to turn on age matching, because Fabulate reports that audiences aged 50 and over respond to genuine storytelling from people who reflect their own lifestyles rather than to brand-authored persuasion.

The organizing thesis was peer credibility, with creators drawn from the same age group presenting Travelzoo's exclusive cruise offers through first-hand experience rather than through claims made about affordable, quality travel.

Fabulate partnered Travelzoo with four creators aged 50 and above, who between them produced 13 posts featuring the exclusive cruise offers hosted on the Travelzoo platform. Each creator presented the deals in their own way, blending warmth, personality and practicality while highlighting ease of booking, so the content read as personal recommendation rather than as a deal listing.

Fabulate reports a 41.83% average engagement rate against a 7.43% industry benchmark, 748.7K+ video views and a 3.29% click-through rate, delivered across 13 posts from 4 creators.

Strategy Breakdown

Older Australians who love travel deals, particularly cruise holidays and guided tours, described by Fabulate as audiences aged 50 and over.
Travel content skews toward younger audiences and aspirational discovery, so an offer aimed at Australians aged 50 and over had to be carried by people of that age rather than by generic destination imagery. Based on the available evidence, that age match was the campaign's main answer to credibility.
Deal-led travel marketing competes on price and urgency, which makes trust the scarce element, and Fabulate frames the brief as building trust and authenticity while still driving direct action into Travelzoo's exclusive cruise offers.
Travelzoo appears in the work as the place the offer lives rather than as the voice of the recommendation, with creators handling persuasion and the platform handling ease of booking.
Fabulate reports that audiences aged 50 and over respond best to genuine storytelling from real people who reflect their lifestyles, which suggests the click depended on recognition of the speaker rather than on the size of the discount.

Creative & Execution System

Partners

  • Fabulate

Results & Evidence

MetricValue
Average Engagement Rate41.83% average engagement rate , far exceeding the 7.43% industry benchmark
Video Views748.7K+ video views , driving strong awareness and reach
Click-Through Rate3.29% click-through rate , outperforming paid ad averages
Posts Across Creators13 posts across 4 creators , delivering consistent engagement and conversions

Why Fabulate's strategy worked

  1. 1

    Casting creators from inside the target age band gives a deal-led offer its credibility, because the recommendation arrives from someone whose travel tastes and constraints the audience already recognises as its own.

  2. 2

    A small roster can carry a direct response goal, since Fabulate reports a 3.29% click-through rate on 13 posts from 4 creators rather than on a large volume of placements.

  3. 3

    Content built around a specific bookable offer rather than around general destination inspiration gives attention somewhere to go, which appears to be why engagement on this work converted into clicks.

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