Christian Tours of D.C.
Inspiration Cruises & Tours
“Pillar Brands produces content that prioritizes revenue—to help us succeed in a very competitive marketplace. Their work continues to position Inspiration as the leader in Christian travel for top personalities, ministries, and non-profits who see travel as a channel to expand their influence and brand.”
SITUATION
For years, Pillar Brands has consulted on strategic marketing with Inspiration Cruises & Tours, helping this Christian travel organization serve ministries and churches. In 2017, after partnering with the new Museum of the Bible in Washington, D.C., Inspiration sought to provide its existing, repeat travel clients a destination “closer to home.” GOALS: Develop Christian tours of the nation’s capital centered around the Museum of the Bible.
ACTION
Before the Museum of the Bible even opened in D.C., Inspiration recognized the attraction would quickly become a top destination for Christian travelers. And Pillar also knew Inspiration’s top travel partners were looking for a domestic itinerary that didn’t require the cost or travel time of an overseas trip. However, competitors were already offering “Christian Heritage” tours of D.C. To set these new itineraries apart, Pillar connected with MOTB to craft a narrative that appealed to ministries and churches. While competitors focused on historical or educational tours, Pillar helped Inspiration build a faith-focused tour around the Bible itself and its impact on the American way of life.
RESPONSE
Pillar’s work with clients is rarely project-based, but always part of an ongoing strategy. In this case, Pillar helped Inspiration develop custom tours in Washington, D.C. The success of this new product led to further work helping Inspiration develop additional domestic U.S. tours for churches and religious organizations. “Creating demand for a new product isn’t easy,” said Pillar Brands’ Partner Josh Smith. “But this was going to be the only faith-based tour Inspiration offered in the United States, and it needed to be amazing.”
RESULTS
In the following months, Inspiration was able to sell, schedule and execute three 100-passenger tours to Washington, D.C., and the Museum of the Bible. Passengers raved about the experiences, and these popular tours also solidified Inspiration’s new relationship with the Museum for future ventures. Pillar is currently helping plan additional travel opportunities involving D.C. tours. Beyond the results, the campaign itself won several awards:
Video Presentation won 2018 Silver Addy Award
Brochure won 2018 Gold Addy Award
2018 Communicator Award of Excellence
Travel Weekly Magellan Award
