Comprehensive marketing support for Hello Cracow
The tour market in Kraków is highly competitive, and tourists today have dozens of similar offers to choose from. As part of our cooperation with Hello Cracow, we manage the site's visibility in Google, advertising campaigns, social media and blog content creation.
One city, many ways to travel
Hello Cracow develops its offering for tourists who travel in different ways and have different expectations of a stay in Kraków. Alongside the most popular routes there are shorter in-city experiences, trips outside Kraków, seasonal activities and transfers.
Such diversity means that communication cannot lead all audiences to a single list of attractions. It must help them reach the proposal that genuinely matches their travel plan, time and interests.
A tourist doesn't buy a tour in one step
The tour market in Kraków is competitive, seasonal and heavily dependent on user intent. Some people type a specific phrase into Google, some compare several sightseeing options, and others are only looking for inspiration before the trip.
The challenge was to combine these moments into one coherent system: to be visible when specific attractions are searched for, to build trust with content and brand communication, and then to lead the user to the offer page and a purchase.
We did not want to change what Hello Cracow is, but to present our offering more consistently in Google and social media. Thanks to the ongoing cooperation we can grow the brand's visibility, create useful content and regularly work on what reaches people planning a stay in Kraków.
Many paths to a single decision
Some audiences type a specific phrase into Google, others compare tour options, while others look for inspiration on social media before the trip.
Competition for tourists' attention
Hello Cracow operates in a market where users compare many similar offers and make decisions quickly, often based on a single search result or a social media post.
Seasonality of the offering
Communication must change with the time of year, the availability of attractions, events in Kraków and the way audiences plan their trips.
Scattered data
Social media, Google Ads and the website measure different behaviours. Without regular analysis it is easy to mistake large reach for real interest in the offering.
One plan for visibility, content and campaigns
We run marketing activities as a single, continuously developing process. The strategy is not based on one-off campaigns or random publications, but on combining visibility in Google, content on the site, social media communication and paid promotion.
The scope of cooperation includes:
- preparing marketing strategies for the coming months and longer periods;
- analysing the offering, seasonality and audience behaviour;
- growing the site's organic visibility and SEO optimisation;
- creating and developing blog content;
- running Google Ads campaigns;
- planning and publishing content on social media;
- analysing results and regularly adjusting activities to user behaviour, the season and the current offering.
Technologies used
The activities rely on, among other things, Google Ads, Meta Business Suite and Google analytics tools that support running campaigns, SEO and performance analysis.
Project timeline
The marketing activities are developed cyclically. Each month combines analysis of previous results, communication planning and work on the elements of the offering that currently have the greatest potential.
Analysis of the offering and audience behaviour
Products, phrases searched by users, campaign data and the behaviour of people visiting the site are analysed to determine where to focus activities.
Planning communication and priorities
On this basis, marketing strategies are prepared for the coming months or longer periods, taking into account seasonality, the current offering and the most important sales goals.
Content and organic visibility development
Blog content, social media communication and materials supporting the offer pages are created. Each format has a different goal: to answer questions, inspire or shorten the path to purchase.
Running paid campaigns
Google Ads campaigns target people looking for specific tours and attractions. At the same time, remarketing activities and paid content promotion in social channels are used.
Measurement and optimisation
Results are regularly compared: from impressions and clicks, through traffic on the site, to transitions to specific offers. This makes it possible to improve campaigns on an ongoing basis and choose the next content topics.
Visibility and interest in the offering
Social media impressions
Content published on Facebook and Instagram generated a total of over 3.3 million impressions organically and through paid promotion.
Interactions with content
That many reactions, comments, shares and other interactions were recorded by the materials on Facebook and Instagram in the analysed period.
Google Ads impressions
The campaigns promoted Hello Cracow's offering at moments when audiences were actively searching for tours and attractions in Kraków.
Content viewing
Total viewing time of materials published on Facebook, Instagram and TikTok.
For a year we have been developing Hello Cracow's presence on social media. Regular content, paid promotion and performance analysis help reach people who are only planning a stay in Kraków or looking for a specific tour.
At the same time, Google Ads campaigns reach people actively searching for tours and attractions in Kraków. So far the ads have been displayed over 1 million times and generated 42.5 thousand clicks leading to the Hello Cracow website. The average cost per click was 0.98 PLN, and the best-performing campaigns for tours to Auschwitz-Birkenau achieved a click-through rate exceeding 10%.
Ongoing activities give us more order in marketing. We can plan content and campaigns in advance, grow the site's visibility and return to the data before making further decisions.
Gallery
Social media as a guide to Kraków and the region
A blog that grows the brand's visibility
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