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BEST USE OF DIRECT MARKETING (EMAIL)


MOST INNOVATIVE MARKETING


GOLD STANDARD


THOMSON ‘HOLIDAY SEEKER’ PROGRAMME


TUI UK AND CREATORMAIL


With customers typically booking only one holiday a year, Thomson has a relatively short window of opportunity to convert a casual browse into a booking. CreatorMail were charged with engaging customers at the start of the holiday search by providing relevant communications aimed at helping them get the most out of Thomson’s holiday search tools.


By utilising trends held within engagement data, casual browsers, serious holiday searchers and prospects on the verge of booking can now be defined. Emails are personalised in terms of content and frequency, with the tone and aesthetics of communications tailored to reflect each phase of the purchase cycle.


From rich imagery and advertorials to price-led, personalised holiday offers and content, the 1-2-1 nature of the programme allows Thomson to drive sales through service by managing engagement and supporting the decision-making process.


The email open rate is 64%, and nearly 20% of those who engaged with the Holiday Seeker Programme made a holiday booking.


SILVER STANDARD CALIFORNIA CLASSICS


BLACK DIAMOND FOR VISIT CALIFORNIA


Black Diamond’s California Classics campaign bought California to life via TV, cinema, press, online, social media channels and interactive events.


Using Hollywood classics where the Californian landscape is an integral part of the story, the campaign featured a two month sponsorship of the Sunday night film on Sky Movies Modern Greats. These were preceded by location travelogues featuring Alex Zane, intercut with scenes from the movies themselves to further highlight California.


Advertorials in the Guardian featured destination-specific pieces by travel writers and film critics publicising the weekend’s movie, while a Twitter competition invited followers to review these classic films in 140 characters or less. Themed screenings complete with usherettes, free wine and complimentary popcorn played in cinemas across the country, with free tickets available through the Guardian.


The campaign reached over 10m ABC1 adults, with 90,000 unique microsite visits and substantial engagement with the California brand through Facebook, Twitter and YouTube.


Click on the tab at the top of this page to view.


SECOND PLACE: SILVER STANDARD Gyro for Virgin Atlantic with Well Red


THIRD PLACE: SILVER STANDARD Tullo Marshall Warren and MPG Media Contacts for East Coast with 25 Reasons First Class Promotional Fare Offer


SECOND PLACE: SILVER STANDARD TUI UK and CreatorMail with Thomson ‘Holiday Seeker’ Programme


THIRD PLACE: SILVER STANDARD Europcar UK with The Extra Hour


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