Launching Brand Visibility for a New Travel Agency
Client: Travel With Rove
Project Type: Freelance Social Media Strategy & Launch Support
Timeline: ~10 Months
Platforms: Facebook & Instagram
The Situation
When I began working with Travel With Rove, the business was still in development.
The website, services, and booking workflows were being finalized behind the scenes. While those foundational pieces were under construction, there was an opportunity to begin building brand awareness through social media.
Rather than waiting for a full launch, the goal was to establish visibility early—so the brand could enter launch day with an audience already familiar with its mission and offerings.
The first ever post to @travelwithrove
The Challenge
Launching a brand before services were fully live required creating content that was both flexible and future-focused.
Key challenges included:
Building brand awareness before the website launched
Developing consistent messaging from scratch
Creating engaging content without existing testimonials or booking data
Maintaining audience interest during the pre-launch phase
This required a structured content strategy that could evolve alongside the business.
The Strategy
To support long-term brand growth, I developed and executed a comprehensive social media strategy designed to introduce the brand, build trust, and prepare audiences for launch.
1. Built a Complete Social Media Strategy from Scratch
Developed a full social media strategy outlining voice, messaging, content structure, and engagement tactics.
This included defining:
Core Goals
Raise brand awareness prior to launch
Create brand identity and consistency
Clearly communicate services and value
Maintain a creative and inspiring presence
Tone & Voice
Inspiring
Motivational
Creative
Authoritative yet approachable
“Like your travel BFF”
Messaging Framework
Focused on positioning the brand as a personalized travel planning partner.
Example messaging themes included:
“Travel planning reimagined”
“Custom trips to match your dreams”
“If you can dream it, we can get you there”
Screenshot of initial social media strategy.
2. Established Brand Presence Through Consistent Content
Managed all content creation, including:
Graphic design
Caption writing
Messaging development
Short-form video creation
Scheduling and posting
Maintained a consistent posting schedule:
3 posts per week
3 stories per week
Across Facebook and Instagram
Content was structured around four key pillars:
Education
Promotion
Inspiration
Engagement
This structured approach ensured variety while reinforcing brand messaging.
Post example.
Post example.
3. Developed Pre-Launch Awareness and Engagement
As the website neared completion, content shifted toward building anticipation and preparing audiences for launch.
This included:
Teaser content
Behind-the-scenes updates
Founder Q&A opportunities
Audience engagement prompts
These efforts helped create awareness and maintain interest leading up to launch.
1-week countdown post.
Rove live-launch announcement.
4. Executed Launch Countdown and Tutorial Content
Once the website was ready, I created a structured countdown campaign to build excitement and guide users into the platform.
This included:
Countdown-style graphics
Launch announcements
Short-form video tutorials
Video content focused on:
How to navigate the website
How to plan trips
How to use available services
These tutorials helped bridge the gap between awareness and usability.
The Results
Although detailed performance metrics are no longer available, this project successfully established a strong social foundation prior to the official website launch.
Key outcomes included:
Developed a full social media strategy from scratch
Managed consistent posting cadence across two platforms
Built brand awareness during a 10-month pre-launch phase
Created launch countdown and tutorial content
Established messaging and visual consistency across all content
Most importantly:
The brand entered launch day with an active, recognizable presence—rather than starting from zero.
The Real Impact
This project was one of my earliest freelance experiences and introduced me to the process of supporting a brand during its foundational stage.
It taught me how to:
Build marketing strategy without existing data
Create consistent messaging from scratch
Adapt content to evolving business needs
Support launch readiness through structured communication
Most importantly, it reinforced a lesson that continues to shape my work today:
Visibility doesn’t start at launch—it starts long before it.