App Launch
Client: Capital One Travel
This project included digital messaging to support the launch of the Capital One Travel App with the primary goal of driving app downloads and in turn, more bookings through Capital One Travel.
Marketing communications spanned email and the banking account user experience, targeting both active and non-active travel portal users. The creative strategy was tailored to users’ level of previous engagement with the travel portal. Messaging was centered on “all-in-one ease” and reinforced the “Travel, elevated” positioning validated by user research. Campaign visual strategy was designed to signal premium and echo the look and feel of the app UI.
While non-active users needed clarification on the travel portal functionality, their card benefits and how the app would improve the booking experience, active users—already familiar with their travel benefits—were targeted with more app-forward messaging to highlight the advanced features like real-time updates, rewards, lounge access. Messaging spotlighted ease, control and elevated experiences.
Campaign marketing included high-impact placements within the Capital One banking account servicing web and mobile experiences, positioning the app as an essential travel companion.
The work resulted in over double the number of logins compared to any other day and drove enough app downloads to push it to the number one app in America for the day, as well as high praise from senior level leadership client team members.