Travel Leaders Network Highlighted as Facebook Success Story

August 27, 2018

By working as a team and thinking creatively, we were able to successfully elevate this campaign and ultimately generate 28 times more leads in the second phase for the same spend

Company recognized for highly successful digital marketing campaign conducted in partnership with Royal Caribbean International


New York, NY (August 27, 2018) – Travel Leaders Network – one of America’s largest retail travel agency organizations – was recently recognized by Facebook as a highlight-worthy success story based on an exceptionally creative and effective marketing campaign conducted on the social media platform. The campaign, which was executed in partnership with Royal Caribbean International, involved the creation of a social content hub,, which featured user-generated content from Royal Caribbean cruise guests and was designed to drive leads to Travel Leaders travel agents. Travel Leaders Network is comprised of nearly 6,800 travel agency locations in the United States and Canada.


“At Travel Leaders Network, we strive to create truly effective and successful marketing campaigns that bring value to our supplier partners and generate meaningful results for our agents,” said Stephen McGillivray, CTC, Chief Marketing and Communications Officer for Travel Leaders Group. “This campaign achieved that and then some and we are delighted to be receiving this recognition from Facebook, which is an exceptionally effective vehicle for reaching the right consumers and generating business leads.”


The case study highlights how Travel Leaders added motion to the images consumers were submitting and switched its Facebook ads from the “traffic” marketing objective to the “conversion” objective to successfully generate a significant increase in lead conversions and reduce the cost per click in the process. The subsequent integration of a strategy targeting a lookalike audience similar to the leads already generated escalated the results even further.


“By working as a team and thinking creatively, we were able to successfully elevate this campaign and ultimately generate 28 times more leads in the second phase for the same spend,” said McGillivray.


Added Joanne Schimelman, Vice President of Sales and National Accounts for Royal Caribbean International, “We are thrilled to have partnered with Travel Leaders Network on this highly innovative and compelling marketing program. The #MyRoyalAdventure campaign took a very clever approach to capturing and highlighting authentic images of our mutual guests enjoying their cruise experience which aided in telling our brand story and generating new leads in the process.”


The #MyRoyalAdventure marketing initiative was also recognized as Best Digital Marketing Campaign from a Travel Retailer in the Digital Travel Choice Awards which took place this spring.


For travel agencies interested in learning more about the award-winning programs and diverse offerings that Travel Leaders Network offers agencies in leisure and luxury travel, business travel, honeymoon and destination weddings – as well as active and adventure travel – visit



Travel Leaders Network assists millions of leisure and business travelers, annually, and is one of the largest sellers of luxury travel, cruises, river cruises and tours in the travel agency industry. Led by flagship Travel Leaders-branded travel agencies (, the network includes 6,800 Associates and Member travel agencies locations in the United States and Canada. Travel Leaders Network’s award-winning Agent Profiler agent-locator, marketing, technology, supplier partnerships and educational programs are designed around our travel agents’ commitment to our vacation and business travel clients in providing a progressive approach toward each unique travel experience. Travel Leaders Network is a Travel Leaders Group, LLC company.


2018: Year of the Travel Agent
Travel Leaders Group has named 2018 Year of the Travel Agent. Over the last decade, the travel agency industry has flourished through technology, the growth of travel options and personalized service. Travel Leaders Group represents approximately 52,000 travel agents with unmatched expertise in 135,000 destinations and 53,000 areas of interest. Travelers and suppliers have rediscovered the value a professional travel advisor delivers to the travel experience. Travel agents help to move people around the world, and keep our economy growing.

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