Communicating core convictions, tapping key verticals

TravelSIM, a leading provider of mobile phone services for Australians travelling overseas, had been growing by more than 230 per cent per annum for the last three years.  They came to Watterson because they wanted to accelerate this growth in the face of increasing competition from telcos and startups.

Watterson crafted a two-tiered message built from the core convictions and history of TravelSIM’s founder and CEO, Jamien Zimmermann.  We all agreed that selling TravelSIM on price alone was a losing bet.  TravelSIM did not want to engage in “a race to the bottom” driven by short-term thinking.  We also knew that Zimmermann had infused his company with a customer-service spirit rare among telcos.

Watterson focussed on the 40- to 65-year-old demographic by targeting a range of 50+ publications as well as specific travel features that would reach the kind of travellers who would respond to a balance of cost-savings and full-service. Simultaneously, we reached the business travel audience through travel tech features.

By tapping Zimmermann’s extensive knowledge of the telecommunications landscape we positioned TravelSIM and its CEO as go-to authorities on global roaming trends thus making them of value to telco reporters as sources and thought leaders.  Finally, we supported TravelSIM’s channel marketing efforts by heightening its product’s benefits on the most highly trafficked travel agent websites.