Agency: BDH TBWA | Authors: Jackie Corless and Jo Scott |
EuroSites: Freedom to Be A Direct Marketing Success Story
Background
When EuroSites launched in 1990 their primary objective was to steal market share by aggressive pricing. The product offering was basic but the cutprice approach paidoff and EuroSites quickly became third in the market behind Eurocamp and Keycamp (Stats MR 1991).
- In 1997 EuroSites faced a number of problems:
- The market had declined dramatically and was showing little sign...