Project: Affinity marketing campaign in association with Visa Nationwide
UK consumers, primarily ABC1s with good disposable income
To raise awareness – and brand exposure – of The Florida Keys & Key West to an audience comprised largely of UK consumers
To generate and collate a new database of consumer information with the ultimate aim of generating increased bookings for the destination.
Our minimal budget, which was just USD $5,000.
What we did:
As result of our extensive research and network of contacts we managed to secure a tie in with the bank Nationwide, whose customer base we identified as being perfect for our needs
We then devised an affinity marketing campaign in partnership with Nationwide using an App it had specially created for use in presenting targeted, exclusive offers to a database of users who had chosen to ‘opt in’
We also brought onboard a tour operator partner, Travelplanners, to work with on the campaign and respond to and fulfil the travel enquiries generated by the campaign.
To generate a buzz and garner interest around the targeted information and exclusive offers we created on for the mobile app for FK&KW we ran a competition in association with Travelplanners. In addition to being in with the chance of winning a dream holiday to the Florida Keys we offered money off vouchers off Florida Keys holidays worth from £100 to £500
Axis took firm control of all the creative artwork and copy to ensure the key messaging remained allied to with both our brand and that of our client.
The multi-channel campaign ran for seven weeks from December 2015 to February 2016 across the app as well as online and across social media;
It incorporated a series of four email blasts which were sent to a combined total of 2.1 million consumers;
59% of the 2.1million consumers on the Nationwide Simply Rewards database interacted with our client the Florida Keys over the seven-week term of the campaign, making it the most successful contest ever run with Nationwide;
82,574 consumers entered the competition.
Our chosen tour operator partner Travelplanners recorded 50 holiday bookings to the Florida Keys over the period from clients using the money off vouchers offered on the app and forecast a total of 300 holiday sales in 2016 as a direct result of the campaign and a further 300 in 2017
If you have any queries or need to ask us some questions, please