TUI Travel UK
Jeremy Gidley, Louise Kendall, Lara Corby, Katie Wait, Bert Lebays, Mark Brennan, Nico Friis, Dinesh Hirani, Ravi Puri, Nigel Buisson/Kerry Arrowsmith.
Other contributor: TUI data team.
WHAT IS WONDERFUL ABOUT THIS WORK?
Centred around a 'My Holiday' wish list, this self-learning retention programme both generates and reacts to customer engagement to target late winter and early summer season bookers.
To promote repeat purchase and incremental sales during anniversary-of-booking period. Generate and maintain engagement as audiences actively consider their next holiday.
STRATEGY AND TARGETING
The campaign encourages late winter and early summer season holiday bookers to share holiday wishes. December and January are hugely competitive months in the holiday industry. It's vital to stimulate and capitalise on opportunities, as repeat bookers tend to book at similar times each year. Personalised and tailored emails drive significant revenue for Thomson, strengthening our ability to have extended one-to-one digital dialogues. Our audience segmentation strategy is built on live campaign survey responses, clicks and online search data, previous transactional data and derived personalised offers. This programme invites customers to participate, and was designed to learn and react to in-campaign behaviour.