Club ABC Tours
Club ABC Tours is a private travel club and one of the largest travel clubs in the world, providing tour packages for individuals and families who travel frequently and appreciate value travel.
Objectives & Approach
The aim of the campaign was to increase bookings among frequent fliers, acquire new members and attract referrals.
The target audience was a list of 20,000, compiled of current members and prospects. Names were sourced from an internal list and a purchased list of prospects, specifically targeting empty-nesters who owned a home, with a high household income, living in the northeast of the US.
The messaging and offer of the campaign was broken down into four segments: Prospects, members who travel infrequently, members who travel frequently, and lapsed members.
Each segment received a different offer, for example, frequent travellers were given a discount on their next trip whereas prospects were given a discount on their membership fee.
Campaign
A multi-channel campaign with four touch points was launched.
The target audience received a personalised direct mail piece with an offer, and a generic URL and personalised code, which brought the recipient to a personalised landing page.
The personalised page was a repeat of the recipient’s offer, and was designed to collect additional personal data.
Forty-eight hours after the direct mail piece was sent, an email was sent to every recipient with the URL and their personalised code.
If a visitor to the landing page did not book a trip, a sales representative called the visitor to see if they had any problems booking a trip or questions about the offer.
Results
Revenue from bookings and fees: $437,288
Revenue from memberships: $4,343
Total passengers: 180
New members: 142
Referrals: 98
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