ZHENYA SWAN

CASE STUDY

Marketing for Travel Offerings

Patagonia Trails • Passages to Africa • Curatoria Editorial Expedition

SCOPE

This project sits within a broader long-term collaboration supporting the development of brand positioning, distribution systems, and monetization strategies for an established photographer, writer, and visual artist working across travel, wedding, and fashion industries – Zhenya Swan.

Case study focuses on marketing of travel and expedition-based offerings, including luxury horse riding journeys and destination-based creative productions in Patagonia, Argentina and Tanzania, Africa.

SERVICES

•Brand positioning and communication strategy for travel offerings

•Customer journey design and expedition booking mechanics

•Creative direction for narrative, copy, and visual storytelling

•Partnership, sponsorship, and distribution strategy development

•Marketing systems for audience growth and demand generation

•Influencer marketing and blog content placement

PRODUCTION OUTPUT

•Travel-focused sales and landing pages

•Campaign assets for expedition launches and promotions

•Media kits and collaboration decks for partners and publications

•Production & creative direction for editorial and campaign content

•Supporting email and social content for travel campaign cycles

IMPACT
(Nov 2024 – Apr 2026)

Audience growth & reach

Instagram audience: ~110,000 followers

Average post reach: ~15,000 views per post

Top-performing content: ~40,000 views

Website performance

Total website visits: 22,000

Main landing page visits: 4,824

Lead generation & demand capture

Designed and implemented the first structured email capture system for expedition interest

Generated ~100 qualified warm leads through campaign and landing page funnel

Commercial outcomes

4 sold-out Patagonia expeditions (10 participants each, $5,500 per person)

2 Africa expeditions marketing supported (campaign + email distribution)

Marketing Assets

Landing Pages • Email Campaigns • Decks

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Patagonia Trails

Curatoria Editorial Expedition

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Testimonial

  • Elizaveta became such an integral part of my creative and professional self. She became my creative core, a space where everything feels calm, safe, and honest. She have been a tremendous driving force in my growth. Thank you for your remarkable, almost universal understanding, your kindness, and your sense of responsibility. You are someone it is incredibly easy and joyful to be around, to work with, to exchange ideas with, and to feel inspired by.

    Zhenya Swan
    Photographer & Writer

MARKETING TEAM

Zhenya Swan – Founder, Author & On-Site Creator

Elizaveta Nor – Creative Producer, Marketing Manager

Ksenia Kobi – Design & Visual Systems
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