A clear starting point.
TravelBeta is a Nigerian online travel company offering flights, hotels, visas, tours, travel finance, airport protocol and related travel services.
Multi-year cultural partnershipNigeria · Pan-African reach
Project story
TravelBeta
Making travel part of Africa’s biggest entertainment conversation.TIMA connected TravelBeta’s broadcast presence on Big Brother Naija with creator stories designed for younger travellers.The assignment
What had to move.
The business job.
Grow awareness and customer interest among Millennial and Gen Z travellers across Nigeria and the wider African audience.
Challenge → response
The work begins with the problem.
Travel is a high-consideration category. TravelBeta needed more than raw visibility: it needed a credible, culturally relevant presence that could turn a major media moment into travel interest, app activity and enquiries.
TIMA built an integrated broadcast-and-creator system around Big Brother Naija, pairing 30-second television spots with travel and lifestyle creators whose audiences already shared the brand’s aspirations.
Campaign system
How it was built.
- 01
Own the cultural moment
TravelBeta’s campaign ran within the BBNaija window, using the scale of the programme as the broadcast anchor.
- 02
Change the creator lens each season
The public campaign archive names Tayo Aina in 2022, Alma Asinobi in 2023, and Erica Nlewedim with Kim Oprah in 2024.
- 03
Build native travel stories
The content system included destination stories, travel guides, interactive posts, live questions and collaborative travel challenges.
- 04
Manage the full operation
TIMA handled creator sourcing, campaign strategy, content management, scheduling, usage rights and creator payments.
Public campaign evidence
What the work produced.
TIMA’s published account reports increased app downloads and travel enquiries alongside the campaign’s broadcast reach, media impressions and social talkability.
Across Africa
Reported in the campaign archive
2022–2024
What is quantified
Audience scale, media impressions and social conversation are reported publicly.
What remains directional
The public source describes growth in downloads and enquiries but does not publish an audited conversion total.
What the evidence says
The useful lesson.
Cultural placement compounds creator reach
The broadcast moment established scale; creators translated it into a more personal travel story.
Continuity can stay fresh
A consistent partnership returned with different creator perspectives instead of repeating one execution.
Operations protect the idea
Rights, schedules, approvals and payments were managed as part of the creative system—not after it.
Claims on this page are limited to TIMA’s public case-study archive. Undisclosed performance has not been estimated.
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