For over 30 years our marketing and advertising response driven thinking has helped shift attitudes, effect change and generate the biggest return on investment for some of the world’s largest brands, and smaller brands too, in the travel and tourism marketing sector.
As the UK emerges from its coronavirus lockdown state, many of us will in no doubt be in need of a holiday abroad or simply just want to get out and explore the UK. Staycations will no doubt see a rise in popularity so it’s important that whatever your travel and tourism offering, you have the right team on your side.
Coast and Country:
As well as developing a new identity we utilised our response expertise to ensure their range of over 400 cottages were as occupied as much as possible during the calendar year. This meant really understanding why people want to stay in holiday cottages and ensuring we communicated the key benefits as well as some enticing offers.
As well as traditional direct mail we also helped Coast and Country ensure they effectively utilised their PPC budget and gave them a unique and fun voice on social media. We would regularly ensure that their marketing team were supported by understanding their competitors and ensuring their range of offers were unique, fun and enticing to holidaymakers.
When Direct Holidays brought our marketing expertise on board the first thing we pointed out to them was that their marketing budget was being spent in all the wrong places. So we quickly set about revolutionising their customer acquisition strategy and focussing on key customer segments to get some bookings over the line quickly and stop them losing out to their competitors.
Based on our customer and marketplace insights, we developed a creative strategy that would give the brand a real point of difference and stand out in a crowded marketplace. This is where ‘the Direct Effect’ was born. Not only did it fully support the brand name, the entire premise was about making the holiday feeling last – because it is that good when you book with Direct Holidays! It really underpins the emotional attachment people have with holidays and just how much better it is when you go with Direct Holidays… and it worked, with bookings increasing dramatically almost overnight.
We understood that Cresta’s proposition was different. To help tell this story, we created a suite of direct mail packs that extolled the virtues of some of Europe’s most compelling and unique places. From the most vibrant, history and culture rich cities to stunning iconic landscapes and rugged, dramatic coastal regions. Yes, we talked about the obvious places like Venice, Prague and Paris, but we also exposed some of Europe’s hidden gems!
But Direct Mail wasn’t the only marketing medium we use. We showed Cresta the power of email marketing and helped them build a database of customers and built an eCRM programme that inspired and added value to people’s lives. This eCRM programme became an invaluable part of the marketing mix and inspired and delighted Cresta’s growing database of discerning travellers.