EO (Educational Opportunities Tours)

Overview

EO Travel is a major player in the Christian group travel space, with Israel as a flagship destination. When the Israel-Hamas war shut down regional tourism, we partnered with EO for 9 months to pivot their strategy, drive traffic to alternative destinations, and build new lead funnels for long-term recovery. Despite internal limitations and lack of conversion tracking, we delivered significant growth in traffic, engagement, and cost-efficiency—positioning EO for post-crisis momentum.

The Challenge

With Israel closed to tourism, EO faced a sudden loss of bookings and uncertainty around where to direct their marketing spend. Internal systems lacked performance tracking, and their existing funnel was misaligned for alternative destinations. We needed to rebuild interest, optimize spend, and generate measurable engagement—without full backend visibility or consistent internal implementation.

Our Approach

• Funnel Development: Designed high-performing landing pages for Greece and Italy, using video, emotional headlines, and strategic CTA blocks to convert interest into qualified leads.
• Creative Testing: Ran ad variations across platforms, with some ad groups reaching CTRs as high as 19.5%—far above typical travel benchmarks.
• Social & Video Management: Built and launched branded content across Meta and YouTube, including videos with 63%+ view-through rates and $0.03 CPV.
• Targeting Optimization: Refined audience targeting to eliminate waste and focus on in-market, faith-based travelers—excluding unqualified demographics.
• Cost Reduction: Dropped CPC from $6.45 to $2.74, while doubling monthly traffic from 362 (Dec) to 919 (Jan).
• Advised Conversion Setup: Repeatedly recommended and mapped out conversion tracking structures—though internal teams did not fully implement.
  
  
  
  ‍

Despite incomplete conversion tracking, we delivered clear, measurable results across paid media, landing pages, and organic social:

Paid & Funnel Performance

• +150% traffic growth from December to January
• CPC dropped 57.5%, from $6.45 to $2.74
• CTR across landing pages reached 11–19%
• Video campaigns achieved a 63%+ view-through rate with $0.03 CPV

Organic Social Growth (NTS Travel Sub-Brand)

• Instagram Reach up 6,296%, totaling 3.52K
• Impressions up 588%, hitting 5.03K
• Profile visits increased 238%, showing strong interest from new audiences
• Facebook Impressions up 672%, with 24.8K total views
• Facebook Engagement up 913%, reaching 1.41K
• Page views grew 390%, totaling 4.78K

While final attribution remained limited due to internal tracking gaps, the campaign’s performance indicators were clear—delivering momentum, efficiency, and audience growth during one of the most difficult windows for faith-based tourism in recent history.