BUILDING A COMMUNITY-DRIVEN TRAVEL BRAND
ROLE: Digital Marketing and Brand Design
YEAR: 2022
Reached 8.5M+ accounts in 2022, achieving 5,000% year-over-year Instagram growth and increasing community size by 40% year-over-year.
Following COVID-19, emotional-led reactivation campaigns drove 60%+ more new customers compared to pre-pandemic performance.
Viajes en Grupo evolved from a traditional offline travel agency into one of Peru’s leading community-driven travel brands, positioning travel not simply as a product, but as a space where belonging and meaningful friendships begin.
CONTEXT
Viajes en Grupo is a travel agency offering curated group trips for adults 40+, designed for people who want to explore the world while forming genuine connections.
The brand’s core promise is community: It is not just about visiting destinations, it is about building relationships.
When I joined, the company had strong operational foundations but limited digital structure and brand positioning. The 40+ audience represented a niche with high emotional potential, yet little differentiated storytelling in the market.
MY ROLE
I led the development of the brand’s digital presence and marketing strategy from the ground up, including positioning, content strategy, paid media, and customer journey alignment.
As the company scaled, I transitioned from hands-on execution to strategic leadership, training and mentoring a Social Media Manager while focusing on growth strategy, performance optimization, and brand consistency.
CHALLENGE
Transition from a primarily operational, promotion-focused travel business into a recognizable, trust-driven brand with a clear emotional positioning, while scaling digital presence in a market that traditionally relies on offline trust.
Build a community-centered travel brand that positions Viajes en Grupo not only as a travel provider, but as a place where meaningful friendships are formed.
CREATIVE PROCESS & STRATEGY
I developed and executed a social-first strategy centered on lifestyle, events, and community storytelling. Key initiatives included:
Shift from transactional to emotional storytelling. Moved away from price-driven promotions toward experience-led content centered on belonging, connection, and real traveler stories.
Developed brand guidelines, messaging frameworks, and visual direction aligned with community, diversity, and integration.
Build trust through social proof. Leveraged testimonials, real traveler experiences, and community moments to create emotional credibility.
Strengthen the customer journey. Aligned messaging across discovery, consideration, and booking touchpoints to improve clarity and conversion.
Scale through integrated digital strategy. Combined organic content, paid social campaigns, and professional trip photography/video to expand reach and acquire new customers efficiently.
Adapt during crisis. During COVID-19, shifted focus to community retention and inspiration-driven content, followed by emotionally led reactivation campaigns post-pandemic.
IMPACT & RESULTS
Scaled reach from 759K accounts in 2021 to 8.5M+ in 2022
Achieved 5,000% Instagram growth year-over-year
Increased community size by ~40% annually
Reactivation campaigns generated 60%+ more new customers compared to pre-pandemic years
Positioned Viajes en Grupo as one of Peru’s leading community-based travel brands
