Landing Page: TUI (Spec)

Client: TUI, a travel and tourism company

Target Audience: Young (aged 20-40), curious and adventurous travellers. They enjoy exploring new places and cultures in depth and, as a result, avoid package holiday deals in traditional tourist destinations. 

Brief: To write a 500-word website landing page which promotes Turkey as a travel destination. Consumers would arrive at this page from an email advertising deals on flights to Turkey.

Solution: By outlining specific details of varying activities and destinations, I ensured that the page was meeting two key needs of the target audience: information and excitement. I separated the company and destination from popular imaginings of all-inclusive package holidays by focusing on out-of-the-ordinary, adventurous activities, as well as insights into local life. Breaking content into a “Top 5 Reasons” list ensured that this message was communicated effectively to skim-readers and made the information more memorable and digestible.

SEO: I discovered that searches related to Turkey frequently included the words ‘holiday’, ‘2023’, ‘weather’, ‘climate’ and ‘travel’. To make the article SEO friendly, I subtly incorporated these keywords into the title and first few lines of body copy.