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Royal Caribbean: Caribbean
Direct Marketing Association - US, Bronze, DMA International ECHO Awards, 2013
This case study describes a campaign in Brazil by Royal Caribbean, the cruise holiday company, which used direct mail to increase sales.
This case study describes a campaign in Brazil by Royal Caribbean, the cruise holiday company, which used direct mail to increase sales. The campaign focussed on people who had travelled with the company before and people who had expressed an interest in travelling with the company. Three different direct mailings were created with content varied according to demographics including age, gender, marriage status and family status, and whether they had travelled with the company previously. Emails were also used as part of the campaign, with all communications featuring images to remind people of holidays and the sea. The campaign generated an ROI of 280%.
Yatra.com: India's got a new travel agent
Bhakti Malik, Warc Prize for Asian Strategy, Entrant, 2013
This case study describes how Yatra.com, an online travel portal in India, increased unique site visits and sales by using celebrity endorsement through ownership.
This case study describes how Yatra.com, an online travel portal in India, increased unique site visits and sales by using celebrity endorsement through ownership. Yatra.com sought to convince consumers of their 'best deals' promise. The new owner gained press coverage and was followed up with television, online and print advertising. The new celebrity owner allowed the company to personalise its brand by featuring him in television ads as negotiating for deals on flights on holidays. As a result of the campaign sales of domestic holidays increased by 212% and international holidays by 44%. Yatra.com also increased brand trust and recommendation.
JetBlue Getaways: Get Away With It ('Travel/Tourism/Destination' award category)
Effie Worldwide, Silver, North America Effies 2013
When JetBlue, a US airline, relaunched its JetBlue Getaways package vacations, it created a live online game show to raise awareness, differentiate itself from competitors and give consumers a break from the typical stresses of booking holidays online.
When JetBlue, a US airline, relaunched its JetBlue Getaways package vacations, it created a live online game show to raise awareness, differentiate itself from competitors and give consumers a break from the typical stresses of booking holidays online. 'Get Away With It' utilised cutting-edge technology to engage consumers with a branded entertainment experience, that included the streaming of the live show into banner ads. Activity was leveraged by social channels, to boost engagement and participation. Awareness of JetBlue's package vacations increased from 25% to 55% (against a target of 40%).
JetBlue Airways: Get Away With It ('Media Innovation' award category)
Effie Worldwide, Bronze, North America Effies 2013
This low-budget campaign promoted JetBlue Getaways, a product from JetBlue, a US airline, that offered packaged holiday services like car hire and hotel booking.
This low-budget campaign promoted JetBlue Getaways, a product from JetBlue, a US airline, that offered packaged holiday services like car hire and hotel booking. The main campaign aim was to raise awareness of the product. In a marketplace where rivals dominated with big-budget TV campaigns, this was achieved by setting up an online game show, on which contestants could win a packaged holiday with JetBlue Getaways. The show was promoted via a variety of online and offline channels, including TV overlays, mobile and digital display. The campaign increased awareness of the JetBlue Getaways product by 120%.
Orbitz: Take Vacation Back
ARF Ogilvy Awards, Gold, Retail & Etail, 2013
Orbitz, an online travel agency, decided to adopt an emotional strategy to differentiate itself in an otherwise highly commoditized, price-driven US market.
Orbitz, an online travel agency, decided to adopt an emotional strategy to differentiate itself in an otherwise highly commoditized, price-driven US market. A two-year research process led to "Unlock the joy of travel" becoming the brand's new purpose, delivered via the integrated "Take Vacation Back" campaign designed to inspire Americans to take a vacation. A launch "Declaration of Vacation' TV anthem ad depicted people across a range of destinations claiming their right to a vacation, which was supported across print and digital activity, as well as a new Orbitz website. When evaluated, the campaign produced a lot of buzz and exceeded engagement norms.
Royal Caribbean Cruises: Cruising for Excellence Online
Design Business Association, Gold, Design Effectiveness Awards 2013
This case describes the relaunch of Cruising for Excellence Online (CFE2), a programme that enables travel agents to experience virtually life on Royal Caribbean Cruises’ (RCL) ships.
This case describes the relaunch of Cruising for Excellence Online (CFE2), a programme that enables travel agents to experience virtually life on Royal Caribbean Cruises’ (RCL) ships. Travel agencies are a crucial audience for RCL, accounting for some 90% of its business, so agent training is essential for brand differentiation and sales growth. CFE2 comprised short immersive training modules set in 'real life' 3D environments in actual ship locations. The on-board experience is brought to life for travel agents through interactive learning games. CFE2 has been adopted by 14 of RCL's markets and is now available in 12 languages. RCL exceeded its UK target tenfold, and trebled its registered trainees in eight months. ROI in year one was more than 2:1.
Thomson - TUI UK: Your holiday to a T
Direct Marketing Association - UK, DMA Awards, Bronze, 2012
In this campaign, UK holiday company Thomson built on previous work, moving away from commodity holidays to focus on particular experiences.
In this campaign, UK holiday company Thomson built on previous work, moving away from commodity holidays to focus on particular experiences. An eCRM programme identified potential customers for each differentiated product and then created aspirational emails that nudged prospects and previous customers up the value chain at appropriate times during the holiday planning process. As people moved closer to purchase, reminders and upselling techniques with tailored offers were used. Holiday seekers who received differentiated product recommendations had a 47% conversion uplift against those receiving generic content, with the programme delivering a 103% increase in incremental revenue.
Thomson - TUI UK: My Thomson Cruise Pre-Departure Programme
Direct Marketing Association - UK, DMA Awards, Gold, 2012
The UK travel agency, Thomson launched a highly integrated and personalised campaign aimed at its cruise ship customers.
The UK travel agency, Thomson launched a highly integrated and personalised campaign aimed at its cruise ship customers. The MyThomson Cruise pre-departure Journey programme provided tailored dynamic content about the upcoming cruise. Relevant data such as weather, photos, cruise preparation and excursions were made available in one central place. This also created opportunities to cross-sell cruise extras, personalised vouchers, and foreign exchange offers. This programme helped increase the incremental value of each customer. Over 89,000 customers have engaged with the programme. Average revenue generated per click is £26. Ancillary cruise product bookings have also increased by 19% since the programme's launch.
Thomson: Email programme
Direct Marketing Association - UK, Gold, 2011
With many people only booking one holiday a year, the UK travel agency chain Thomson optimised its email programme to drive sales by managing engagement, supporting decision-making and encouraging conversion to upsell higher margin products.
With many people only booking one holiday a year, the UK travel agency chain Thomson optimised its email programme to drive sales by managing engagement, supporting decision-making and encouraging conversion to upsell higher margin products. Its use of web analytics data has turned millions of searches into action by delivering a one-to-one interaction with potential clients, enabling prospects to be led to a final purchase decision through a series of four levels from warm (the consideration phase), to sizzling, (the conversion phase). Results proved the effectiveness of the data-led creative approach: open rate was 65%+, click rate 33% and action rate of 54% with an ROI of about 807%.
Kayak.com: Search One and Done
ARF Ogilvy Awards, Silver, Retail and E-Tail, 2011
Discussion of a campaign from KAYAK.com, a travel portal incorporating a search engine. The campaign aimed to raise awareness of the site and boost customer loyalty by differentiating the brand from its rivals.
Discussion of a campaign from KAYAK.com, a travel portal incorporating a search engine. The campaign aimed to raise awareness of the site and boost customer loyalty by differentiating the brand from its rivals. Research revealed that people search multiple sites as they have no faith that any one will deliver them what they need, that there is awareness of some brands but little understanding of the promise behind them. Testing revealed the tagline "Search One & Done" was "stickier" than the alternatives. This informed the development of an integrated campaign, featuring humourous creative based around people taking holidays; media used included TV, online and outdoor. A year after the campaign launch, brand awareness of KAYAK.com increased by a factor of 79 - meanwhile usage doubled.
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