How TTC won Black Friday through integrated paid and organic performance

In 2025, The Travel Corporation (TTC) partnered with Brave Bison to transform its Black Friday approach across three distinct travel brands: Trafalgar Travel, Costsaver and Insight Vacations.

Rather than relying on traditional, late-stage promotional tactics, the campaign was built on a fully integrated performance strategy unifying search, creator and influencer, paid social and organic social. Using Brave Bison’s Media Lift Effect framework, activity was planned months in advance to build demand, trust and intent before peak trading began.

Organic and creator content acted as a live testing ground, identifying high-performing messages and formats that were then scaled efficiently through paid media. This reduced reliance on expensive peak-period spend and ensured investment was focused on proven drivers of conversion.

AudienceGPT, Brave Bison’s AI-powered audience insights tool, shaped audience strategy and creative direction, grounding messaging in real traveller motivations across value, premium and guided travel segments.

The result was a step-change in performance efficiency and scale. TTC exceeded all campaign objectives, delivering significant uplifts in ROAS, revenue, search demand and bookings.

This campaign demonstrates how integrated performance planning can turn Black Friday from a reactive sales moment into a demand-driven growth engine.