Virgin Holidays brand, Bales Worldwide: A tourism group specializing in long haul package holidays and tours
Data-driven, digital and ATL campaign strategy
The Bales Brand, (pre-acquisition by Virgin) tasked us with improving the performance of their direct marketing and ATL programme.
We needed to…
- Increase customer acquisition
- Improve communication with prospective customers
- Produce more effective creative
- Improve email open rates
- Increase response rates. (Email, advertising and DM)
Deliver an innovative, data-driven, digital and ATL campaign strategy with the ATL feeding into the opt-in pool.
We developed a creative strategy and creative platform which factored each of the different touch-points.
Develop creative and messaging was appropriate to the moment and mindset for each point of contact, including bespoke brochures using our dynamic creative platform, plus;
Advertising, radio, email templates, email creative/copy and direct mail packs.
- Email increased previous opening rates by 24%.
- The overall response through data-driven marketing increased response rates by 52%.
- Our radio segment of the campaign delivered 15,000 new opted-in prospects.
The net effect was an increase in market presence that led to an eventual acquisition.