TMF Travel: "DON'T WASTE TIME SIGHTSEEING" Direct marketing by Duval Guillaume

Category: Travel, Entertainment & Leisure
Advertiser: TMF TRAVEL
Product/Service: PARTY TRAVEL FOR TEENAGERS
Agency: DUVAL GUILLAUME
Date of First Appearance: May 10 2009 12:00AM
Entrant Company: DUVAL GUILLAUME, Antwerp, BELGIUM
Creative Director: Geoffrey Hantson (Duval Guillaume/Antwerp)
Copywriter: Henry Scott (Duval Guillaume/Antwerp)
Art Director: Luc Shih (Duval Guillaume/Antwerp)
Creative Director / Interactive: Lansen Walraet (Duval Guillaume, Antwerp)
Design: Michael de Boevé (Duval Guillaume, Antwerp)
Design: Jesse Vanden Broeck (Duval Guillaume, Antwerp)
Programming: Gunther Renneboog (Duval Guillaume, Antwerp)
Account Director: Jonathan Moerkens (Duval Guillaume, Antwerp)
Media placement: email - email - 10 may 2009

Describe the brief/objective of the direct campaign.
When you’re between 16 and 21 and you go on holiday with the country’s favourite party/clubbing travel organiser, sightseeing is the last thing you have in mind. However since it’s mostly your parents who pay for the trip, you have to give them a little proof of some cultural behaviour abroad.

Explain why the creative execution was relevant to the product or service.
When you’re between 16 and 21 and you go on holiday with the country’s favourite party travel organiser, sightseeing is the last thing you have in mind. However since it’s mostly your parents who pay for the trip, you have to give them a little proof of some cultural behaviour abroad.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
TMF Travel put up a secret archive of readymade holiday snaps on its website. So youngsters only need to spend a few minutes getting all the photos they need, not a whole day. Via a few simple steps they could immediately download the cultural photos of their destination and show them to their parents.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
65% of teens who booked with TMF travel made use of the tool. They all made their parents proud, without missing a moment’s fun. Cunningly, this made both the parents and the kids think that TMF Travel was a great idea. But it’s greatest achievement was to cement the channel’s reputation as the ally of today’s youth.