The Challenge:
Demonstrate the direct correlation between marketing
investment and response efficacy whilst establishing brand
messaging and driving site traffic, overcoming the brand generic
for Cheapflights.co.uk. The campaign was timed to run during
June/July 2010, with the added noise and National distraction of
the Football World Cup.
Driving Traffic, Delivering Results
Maximising Opportunity & Effect
What we did:
Selected 3 x core regions served by 9 x major
international airports covering the vast majority of the population
whilst enabling the potential to run 'controlled test' activity
across the campaign period.
Radio activity ran across major regional stations
delivering brand messaging and call to action driving site
visits throughout the campaign.
A focussed key day of
week laydown strategy was implemented to ensure
highest site visit opportunities and deliver greatest ROI
potential.
A World Cup match day avoidance plan was developed to ensure no
clashes. Thermochronic
planning was used to take consideration for weather
patterns and the relative effect of flight/holiday booking
habits.
Online activity was planned to support across relevant travel
and leisure sites, as well as across ad exchanges driving 000's of
optimised site numbers.
The Results:
Post campaign analytics proved a direct effect against active
days of week when the campaign was running in our core regions
and an increase in site traffic.
This resulted in a highly profitable business outcome as ROI
improved 5 fold across the campaign period.