Voyage Privé – Using flash sales and TV to push Tier 2 US destinations
Challenge
Brand USA wanted to diversify French demand beyond classic US “Tier 1” cities by leveraging Voyage Privé, the leading flash‑sales platform, which was historically focused on the usual big‑name destinations. The ambition: introduce Tier 2 destinations into the product mix and support them with a campaign strong enough to de‑risk the investment and drive real volume during peak summer booking season.
Strategy and approach
In partnership with Voyage Privé, Mondello Enterprise helped Brand USA:
Design 16 new products that started in familiar Tier 1 gateways, then extended itineraries into Tier 2 destinations through smart geographic dispersion;
Build 4 thematic US itineraries (sports, cinema, music, gastronomy) anchored in American pop culture and soft power, to make lesser‑known regions desirable;
Launch a nationwide co‑branded campaign combining Voyage Privé’s digital reach with TV spots at the heart of the summer booking window, to maximise awareness and conversion.
Results and Impact
Product & brand impact
16 new US products integrating Tier 2 destinations and 4 pop‑culture themed itineraries, clearly positioning the US as a multi‑faceted, repeat‑visit destination.
Sales performance
Over 4,400 passengers booked, representing more than +10% year‑over‑year growth on the US portfolio for Voyage Privé.Strategic value
Strong proof that, with the right partners, storytelling and media mix, Tier 2 destinations can perform at scale in a highly competitive European leisure market.
