Intergrated communication campaign saw an increase in footfall to high street travel agency

Intergrated communication campaign saw an increase in footfall to high street travel agency

Objective:

To increase footfall into the travel agency, kick-start a rejuvenation of the brand and increase awareness in the immediate, local community.

 

Plan:

Create a campaign comprising of various elements that would appeal and build credibility and deliver measurable results.

 

Execution:

A two-minute slot radio campaign on Heart Radio, Manchester was played at strategic times of the day over a two-week period. It promoted the advantages of booking via a travel agency, avoiding the endless time spent searching the internet for the relevant holiday, seeking advice from local, experienced specialists who have been in business for 29 years-and all customers booking in the store would receive a branded goodie-bag, full of holiday essentials from selected suppliers.

 

This was supported by a local press release to entice customers into the store to collect their holiday essentials bag, a dedicated telephone number for customers unable to visit the shop, a landing page on the website to capture interest and Facebook posts throughout the duration.

 

Results:

Customers arriving into the store, having heard the campaign, admitting that they thought the agency was no longer in business, increased sales revenues, renewed interest from travel suppliers who noticed the agency was re-inventing itself, staff motivation who enjoyed the recognition by management and customers, increase of database names, increase Facebook sign-ups.

Increased revenues meant the campaign paid for itself, the shop underwent refurbishment and staff were allocated new uniforms, with sales performing over budget.

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