ANDALUCIA RISES by Matchpoint for Andalucian Tourism Board

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ANDALUCIA RISES

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Industry Transport, travel & tourism
Media Direct marketing
Market Spain
Agency Matchpoint
Art Director José Arroyo, Marta Lorrio, Tatiana Lara
Client Service Director Leticia Bigeriego
Released April 2009

Credits & Description

Category: Dimensional Mailing
Advertiser: ANDALUCIA TOURISM BOARD
Product/Service: TOURISM CONSULTANCY
Agency: MATCHPOINT
Date of First Appearance: Apr 20 2009 12:00AM
Entrant Company: MATCHPOINT, Madrid, SPAIN
Entry URL: http://www.andthewinnerispedro.com/cannes2010
Client Service Director: Leticia Bigeriego (matchpoint)
Creative Director/Copy: Mercedes Moreno (matchpoint)
Art Director: Marta Lorrio (matchpoint)
Art Director: José Arroyo (matchpoint)
Art Director: Tatiana Lara (matchpoint)
Account Manager: Ricardo Ordax
Animations and Creative Programmer: Fernando Rodríguez (matchpoint)
Production Manager: Angel Corral
Media placement: Telemarketing Outbound - Telemarketing - 20 Abril 2009
Media placement: Direct Mail - Direct Mail - 1 June 2009
Media placement: Web Site - http://www.andaluciadestinocalidad.es - 1 June 2009
Media placement: Direct Mail - Direct Mail - 1 September 2009
Media placement: Telemarketing Outbound - Telemarketing - 20 September 2009

Describe the brief/objective of the direct campaign.
The project: Andalucia destination quality is a project which aims to help Andalucia businesses related to tourism improve the standard of their services. Objective: to detect the companies interested in initiating a process of quality and/or environmental certification. And make Andalucia the leading Spanish region in certified businesses. Strategy: using telemarketing to qualify multiple files, detect valid interlocutor, and explain the project. The mailing to explain in depth of the project and goals to lead to action (registration form). The follow-up mailing as a last call to action (registration form on www.andaluciadestinocalidad.es ) to start the registration process.

Explain why the creative execution was relevant to the product or service.
Nothing more appropriate for this clear message, Andalucia rises, that uses the technique of the pop up to get maximum relevance. The restaurants, hotels, active tourism, travel agencies, golf, beaches... rises in the different pop ups within the book and it is Andalucia which rises in the latest pop up with the call to action. selling 6,000 copies of a book of pop ups was an added condition requiring the joint creatives, with the graphic production specialists and highest level of Spanish editors to perform the entire process under strict quality controls.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
'When your business quality rises, Andalucia's quality rises'. We wanted to convey this simple idea with pop-up technics and show how businesses can rise with Andalucia. The last page a pop up with the logo of Andalucia rises to communicate the reason why: 'when establishments like yours have quality Andalucia rises, register on the website'. The expected result were 2% of registers. The desired response: 4% (100% of output).

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.
4% of businesses who completed the online registration form succeeded with the consultant’s previous audit process, to achieve an outcome greater expected. The various qualifying files with email addresses (40%) and with the right contact person (40%) have been additional results to the objective that will make it possible to improve budgets for future actions. The identification of companies with branches interested allowed us to exceed our goals even more. The important qualitative goal of involving Spain’s greatest experts in graphic production was also achieved .