Case Study 

Travel

Driving direct bookings and sales growth through targeted leaflet marketing

 

BRIEF

A leading cruise line brand set out to achieve improved engagement and sales with some clear goals:

  • To increase direct brand awareness in local markets
  • Drive bookings from discerning, affluent adults aged 55+ – a key demographic with high value
  •  Capitalise on the peak booking season to maximise ROI and overall sales

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SOLUTION

We leveraged key data to identify a clear key geographic strategy and ensure a sustained and effective presence in these high-opportunity areas:

  • Customer data identified a catchment of a 90-minute drive time for each of the seven ports that the brand serviced, allowing for specific targeting of key customers.
  • Three strategic leaflet flightings over a six-week period helped to create a consistent ‘drum-beat’ of marketing activity

RESULT

The results of the campaign were fast and significant:

  • A 107% uplift in sales during the booking period.
  • 836 calls and 199 incremental bookings were generated.
  • Direct bookings from the targeted Door Drop areas rose from 41% to 55%, contributing to higher overall profitability.

There were a number of additional success factors linked to the appearance of the leaflets, such as:

  • Inspirational imagery used to grab attention and entice spending
  • Highlighting of local departure ports to create an immediate connection with the potential customers
  • Covers were supported by Which? Logo to assert the brand’s credentials