Monarch Airlines: Ski club

WDMP

The team

Liam Gibson – Direct Marketing Manager
Edward Dalgleish – Planner
Michael Nelson – Group Account Director
Tom Bellamy – Art Director

Other contributor

BlippAR – Augmented reality and image recognition platform

How did the campaign make a difference?

Monarch couldn't outspend established airlines in the competitive ski market. What was needed was an airline industry first that resonated with the inquisitive target audience created something that felt special. This augmented reality DM pack generated £2.2m revenue, an ROI of 18:1.

What details of the strategy make this a winning entry?

Without the marketing budgets of the established airlines in the ski market, this augmented reality (AR) campaign helped Monarch punch above its weight by creating engagement and stand-out with opinion-setting adventure skiers. Connecting offline and online worlds delivered Monarch's best-performing DM activity to date. The campaign also solved Monarch's problem with insight into the skier profile and behaviour. Analysis of the Ski Club of Great Britain's database created insightful profiles and found matches on the Monarch database. The profiles showed that Monarch's routes would not appeal to family-focused package skiers. Independent, frequent, digitally savvy adventure skiers, keen to find their own way to Europe's best snow were the perfect fit. These skiers are constantly researching new ski destinations and love new experiences. The challenge was to create an involving, content-rich immersive experience to satisfy their curiosity about the ski destinations Monarch serviced.

How did creativity bring the strategy to life?