Awareness

Zoë is taking a walk with her wife in the evening,

when they pass a billboard encouraging people

to invest in rest by going on a holiday to Rustica.

Touchpoint: Billboard

While cooking a meal for her wife,

the podcast Zoë’s listening to is interrupted

by an ad that talks about investing in rest

by going on a holiday to Rustica.

She then remembers the billboard from a few days ago.

Touchpoint: Audio ad

iStock-675213918-blank-billboard-hubbard

Consideration

A few days later, Zoë talks to her co-workers
about their past holidays,
comparing the most relaxing destinations

since Zoë would really enjoy

some time to re-charge.

Touchpoint: Word of mouth

At home, Zoë goes to the official Rustica website

to find out about the various tourist attractions

and orders a travel brochure via the contact form

because she likes to get more detailed information without using electronic devices.

Touchpoint: Website

Purchase

The travel brochure arrives,

which Zoë leafs through at her leisure.

She finds a nice, quiet farm in South Rustica, also not too far from the northern regions that she would like to visit

With her wife's approval,

Zoë then purchases a two-week getaway.

Touchpoint: Travel brochure

Retention

During their stay, Zoë and her wife are kindly looked after
by the farm’s hospitable Caretaker and his servants, and are provided with helpful tips and offered the odd snack.

Touchpoint: Hosts

Advocacy

After her trip, Zoë tells her colleagues enthusiastically

about her holiday and how well she was able

to switch off in Rustica from hectic everyday life.

She also writes several reviews on various travel websites.