INDUSTRY:
TRAVEL
CLIENT:
GETYOURGUIDE
YEAR:
2023
EXPERIENCE:
BRAND EXPANSION
about.
GetYourGuide is a leading German travel platform with over 60,000 tours and activities, backed by investors like SoftBank and KKR and valued at over $1 billion. After expanding across Asia and the Americas, they set their sights on the U.S. market in 2022. I worked alongside the German brand team to localize and adapt the global brand, helping make GetYourGuide’s first national launch with American travelers.
challenge.
In 2022 GetYourGuide was looking to expand it's brand into the US market for the first time. As the U.S. counterpart to the German brand team, I was tasked with localizing a global brand for the American market—a challenge that required balancing strategic alignment with cultural nuance. I led the development of the company’s first three-year brand strategy and U.S. expansion plan, creating a roadmap that translated the brand’s core identity into a compelling, market-relevant presence.
result.
The results were both immediate and measurable: within six months, we increased aided brand awareness by four points while maintaining a strong 1.0 ROAS. By anchoring the strategy in local insight without losing global consistency, we unlocked both relevance and performance in a highly competitive market. The work laid the foundation for sustainable growth and positioned the brand for long-term resonance in the U.S.
Less than a year after the launch of GetYourGuide’s international brand campaign around making memories, GetYourGuide’s brand team is launching its first U.S. national ad campaign, leveraging a U.S.-focused version.
