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Case Study

 
 
 

Camels walking over dunes in the desert under a blue sky.

When French is the Selling Point

CAA North & East Ontario’s travel agency was promoting a French-only guided tour of Morocco, and was looking to have the landing page and associated responsive ads translated. Their main selling point was that the guided tour would be completely hosted by French-speaking guides, and they were looking to reach francophone CAA Members in Ontario.

Challenges

  • Specific demographics

  • Limited space in responsive ads

  • Promoting the fact that the tour is hosted entirely in French

Objectives

ATTRACT THE RIGHT CUSTOMERS

Given the price point and the fact that it was a guided tour, the goal was to catch the attention of travellers who are ready to pay a certain amount for comfort when they travel and feel safer as part of a group.

TAILOR THE RESPONSIVE ADS TO THE LANDING PAGE

For responsive ads to work and catch the eye of someone scrolling on Facebook, they have to be short, catchy, and tailored to the specifics of the trip.

SOLUTIONS

To make the main selling point obvious to potential guests, some changes were suggested to the layout of the hero section in order to highlight the language in which the tour was offered.

The same strong keywords were repeated throughout the content for a cohesive feel, and to help with visibility in the search results. Those same words were prioritized in the responsive ads.

Conclusion

An independent 2026 survey in Ontario rated CAA #1 for their clear communication, and by working with an expert marketing translator, they made sure this high standard would apply to their guided tour as well.