Capital One Premium Travel
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Capital One saw growth opportunity in the premium travel space.
Capital One launched a premier travel card in Venture X, a travel booking platform (Capital One Travel), and vacation rentals—the work for which came through our shop. We created a DTC conversion campaign for the launch of vacation rentals to increase awareness and drive bookings. The campaign included an email, app placements, and web assets.
Vacation rental launch campaign
For the vacation rental launch campaign, we focused on driving awareness and bookings through Capital One Travel. This project included an email, in-app, and web assets targeting existing cardholders and anyone using the app or visiting the website. We rallied around messaging themes like “newness,” “choice,” and “sentimental” (home away from home).
The eyebrow highlights newness while the headline plays into the sentimental “home away from home” angle. The body copy is conversational and direct, emphasizing exclusivity and the enhanced earn cardholder benefit. The target audience is split between 2 different cardholder populations—Venture X (more premium, higher spend limit, annual fee) and Venture (family-focused, lower spend limit, no annual fee). Note the CTA in the hero module to drive the audience directly to the landing page immediately. We used Figma to develop initial designs for emails, but eventually built them in Taxi so the coding and distribution teams could account for variable content. This proved handy for variable modules and disclosures.
Hierarchy of information informs the organization of the rest of the email, first emphasizing cardholder benefits before showcasing partners, and ending with an Inspirato-specific module per business request. We then link to all offerings. Note the ghost button to the Inspirato site as a secondary CTA. Of course, no email is complete without disclosures!
The APEX assets are essentially pop ups that appear when anyone visits the Capital One Mobile app. The messaging themes are the same here to maintain consistency—emphasizing newness, choice, and exclusivity. The big challenge here was conveying this information while staying within the character count limit.
Web assets echo the same messaging themes, targeting anyone visiting the Venture or Venture X sites.
Travel abandoned cart email
The ask of this project was to drive conversion—an email nudging customers who started a booking on Capital One Travel but abandoned their cart to finish their booking. We tested five messaging themes with the subject lines including location personalization, FOMO or urgency, an aspirational option, a gentle nudge (“only a few taps away”), and a global generic option. I love asks with a clear problem and an opportunity to test messaging. This project had both!
We lead the headline with “you’re almost there” to reinforce the nudge and then get right to the point. We also include location personalization as a nice touch. The body copy is direct and conversational, quickly reinforcing the ask with the cardholder enhanced earn benefit. Note the CTA conveying a sense of urgency as well.
