Martin Randall Travel

R N Advertising

THE TEAM

Nigel Webb, Richard Kenyon, Andy Dymock, Ian Saunders.

WHAT IS WONDERFUL ABOUT THIS WORK?

Martin Randall Travel specialise in small-group cultural tours. This year they had five cruises to promote, aiming for about 175 people each. Our ads generated 2,730 enquiries and led directly to bookings worth £800,400.

OBJECTIVES

To get bookings.

STRATEGY AND TARGETING

The average age of the Martin Randall customer is 68. They tend to be very well educated people who reached the highest levels in their careers. Surgeons rather than doctors, headmasters rather than teachers, barristers rather than solicitors. Although retired (or on the verge of retirement) they have active minds, and seek intellectual stimulation from a holiday. Mailing the base had been unsuccessful, partly because a cruise was a very different proposition from a small-group tour, and partly because it was much more expensive. Other lists had also been tried, with little success.