Interactive Globev0.3 / LAB
LIS TBS BKKCONSTRAINTS / LIVE
THE PROBLEM WE ADDRESSCan discovery stay inspiring while respecting real constraints?
01Modelled business scenarioCompany and figures are fictional
02Working mechanismInteractive Globe
03Modelled outcomeFor commercial orientation
MODELLED BUSINESS SCENARIO
Turn inspiration into a trip someone is ready to book.
BUDGET$36,000 media / monthPERIOD12-week model
Modelled for mood-first discovery and constraint-aware recommendations.
BUSINESS MODEL
What is sold and where the problem starts.
Turn travel inspiration into completed trip plans and paid memberships.
Beautiful destination content generated saves but little intent; the membership value appeared only after a long generic page.
Keep member CPA below $85 and raise trip-board completion above 55%.
THE EXPERIMENT STORY
People saved destinations. They did not choose the trip they could buy.
This narrative uses a modelled scenario. The company, budget and outcomes are fictional; the diagnostic and operating logic show how a real engagement would unfold.- 01
01 / THE BRIEF The first symptom was not inside the ad account.
Beautiful city films collected saves and comments, then opened a long membership page with no dates, budget or party in sight. Inspiration was abundant; the next decision was missing.
Travel membership start-up was selling curated trips and member pricing across United Kingdom and Ireland. The model was annual membership and booking commission. On the surface, the brief sounded direct: Turn travel inspiration into completed trip plans and paid memberships.
- MODEL
- Annual membership and booking commission
- 02
02 / WEEK ONE Inspiration without action
Beautiful destination content generated saves but little intent; the membership value appeared only after a long generic page. The trap was that isolated metrics still looked acceptable: Inspiration CTR was 0.93%, trip-board cpc was $2.18, and member cpa was $112.
Destination posts earned engagement but gave no next decision. That changed the diagnosis. The issue was not one toggle inside an ad account; it was what the system counted as success and which signal reached the team. The work had to connect media to the outcome that actually created business value.
- Member CPA
- $112 → <$85
- 03
03 / THE TURN Ask how the next four days should feel, assemble a real trip and reveal membership value inside that choice.
The first decision was “Mood first.” Ask for mood, dates, party and budget before showing a destination list. It was followed by “Build a trip”: Turn inspiration into a saveable board with flights, stay and member saving.
Attached every creative to one constraint-aware trip starter. Once the measurement logic was shared, the team could see what to stop, what needed a different message, and where the real constraint sat in the page, lead handling or product availability rather than traffic.
- FIRST DECISION
- Mood first
- 04
04 / THE BUILD Don't pick a country. Pick how you want the next four days to feel.
Don't pick a country. Pick how you want the next four days to feel. The production plan became 12 mood films, 30 destination statics, a trip-board builder and member-savings modules. The tests were not about abstract taste; they covered mood, flight time, total budget, weather, crowd level and member-only saving.
The journey was assembled as one chain: Mood film → Trip board → Member saving → Membership and booking. Meta, TikTok, Google Search, Pinterest no longer lived in separate reports, while GA4, PostHog, Travel APIs, CRM, Email automation connected spend, behaviour and the final outcome. Calculated member saving on the user's actual board before checkout.
- SYSTEM
- 4 channels · 5 tools
- 05
05 / THE DECISION Travel inspiration converts when it becomes a concrete plan the user can keep, compare and afford.
In the model, inspiration ctr moved from 0.93% to 1.67%, member cpa from $112 to $79, and membership starts reached +32%. These are not promises; they make the decision thresholds explicit before real data enters the system.
Weeks 10–12: Optimize to member and booking value. The main conclusion reached beyond a single campaign. Inspiration converted when it became a concrete, affordable trip the user could keep and compare. That is the logic a real engagement would retain, using the client's actual evidence, constraints and accountable decision makers.
- Membership starts
- +32%
KPI / CTR / CPC / CPA
Not one vanity percentage. The full metric chain.
Every figure in this section is modelled to demonstrate the scenario economics.01Inspiration CTR
- BEFORE
- 0.93%
- TARGET
- 1.45%
- MODEL
- 1.67%
Destination desire
02Trip-board CPC
- BEFORE
- $2.18
- TARGET
- <$1.70
- MODEL
- $1.48
Cost of planning intent
03Member CPA
- BEFORE
- $112
- TARGET
- <$85
- MODEL
- $79
Subscription acquisition
04Trip-board completion
- BEFORE
- 38%
- TARGET
- >55%
- MODEL
- 59%
Intent depth
05Membership starts
- BEFORE
- Base
- TARGET
- +25%
- MODEL
- +32%
Paid growth
STRATEGY
Four decisions that change the economics.
- 01Mood first
Ask for mood, dates, party and budget before showing a destination list.
- 02Build a trip
Turn inspiration into a saveable board with flights, stay and member saving.
- 03Reveal membership
Show the exact saving and benefit inside the chosen trip.
- 04Optimize to intent
Use completed boards and booking starts as value signals.
CREATIVE IDEA
Don't pick a country. Pick how you want the next four days to feel.
12 mood films, 30 destination statics, a trip-board builder and member-savings modules.
Mood, flight time, total budget, weather, crowd level and member-only saving.
PATH TO OUTCOME
- 01Mood film
- 02Trip board
- 03Member saving
- 04Membership and booking
WHAT DID NOT GO TO PLAN
Problems are part of the work. So are the fixes.
Inspiration without action
PROBLEM
Destination posts earned engagement but gave no next decision.
FIX
Attached every creative to one constraint-aware trip starter.
Abstract membership
PROBLEM
Annual benefits felt theoretical before a trip existed.
FIX
Calculated member saving on the user's actual board before checkout.
OPERATING CADENCE
What happens while the project runs.
- 01Weeks 1–2
Research travel decisions and constraints.
- 02Weeks 3–5
Build trip board and mood creative.
- 03Weeks 6–9
Launch destination journeys.
- 04Weeks 10–12
Optimize to member and booking value.
MAIN TAKEAWAYInspiration converted when it became a concrete, affordable trip the user could keep and compare.
This demonstrates how we think — it does not fabricate a case study.
Discuss a Similar Solution This is not a client result; the numbers are sample data. For your project, we adapt the solution, tools and measurement to the task and budget.