The Challenge :
3 travel e-Brochures for coming season: Winter, Summer, Family. Activities Abroad wanted to offer a more dynamic, user-friendly communication. Objectives:
- Increase proportion of holidays booked via online marketing channel
- Increase Winter Holiday bookings by over 45%
- Increase Summer & Family Holiday bookings by over 40%
- Increase online profitability
- Increase customer retention rates
- Lower filesize than PDF downloads previously used - and more interactive!
- Improve customer acquisition rates
- Shorten timescales taken for customer bookings by 10%
The Solution:
Each e-brochure was delivered to the customer as a download from the Activities Abroad website. Customers registered their interest via a simple Call To Action. They could also click direct to specific holidays via links on the Contents page.
As the majority of customers holiday with friends and family, Interactive Marketing designed & produced a Tell-A-Friend page. This led to increased reach while allowing Activities Abroad to identify their level of advocacy.
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