DESTINATION EUROPE 2009 by KALEIDOSCOPE MARKETING for Emirates Airlines

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DESTINATION EUROPE 2009

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Industry Airlines
Media Promo & PR
Market Australia
Agency KALEIDOSCOPE MARKETING
Released September 2009

Credits & Description

Category: Travel, Entertainment & Leisure
Advertiser: EMIRATES AIRLINES
Product/Service: AIRLINE TICKET SALES
Agency: KALEIDOSCOPE MARKETING
Date of First Appearance: Sep 21 2009 12:00AM
Entrant Company: KALEIDOSCOPE MARKETING, Sydney, AUSTRALIA
Entry URL: http://emirates.carbon5.com.au/
Group Account Director: Tiffany Lazarus (Kaleidoscope)
Senior Account Manager: Bianca O'Hara (Kaleidoscope)
Account Executive: Shayne Welch (Kaleidoscope)
Client Services Director: Guy Johnson (Kaleidoscope)
Group Account Director: Sara Denby (Saatchi/Saatchi)
Account Director: Eva Chown (Saatchi/Saatchi)
Account Executive: Kate Behne (Saatchi/Saatchi)
Media placement: Direct Mail Teaser Kits - Mail To Travel Agents - 21/09/09
Media placement: Incentive Microsite - Website Address (See Below) - 21/09/09
Media placement: Trade Adverts - Travel Daily, Travel Today, EK Agents Intranet - 17/09/09
Media placement: Sales Blitz - Visitations To Agents - 29/09/09
Media placement: Edm Communication - Trade Database - 17/09/09

Describe the objective of the promotion.
With increased competition from global and Middle Eastern carriers out of Australia, coupled with the effects of the global financial crisis, giving consumers cheaper travel options, Emirates' 2009 goal was to allow more passengers to experience the Emirates difference. Turning to the travel trade, our most critical gatekeepers at the point of purchase we needed to develop a trade incentive that: -Increased ticket sales -Engaged all travel agencies, no matter of location or size of agency -Provided integration with our Destination Europe ATL campaign -Educated trade on Emirates product / service -Increase our trade database for future communications

Describe how the promotion developed from concept to implementation
To achieve our goals we: Ensured integration of ATL creative and reworked to ensure consistency. Devised an effective trade strategy which allowed us for the first time to communicate to every travel agent rather than just the store manager, increasing our chances of success. We also reinforced and constantly reminded all stakeholders. All available mediums were used to reach our audience and made sure it stood out from competitor offerings in the market. We developed an achievable, points based incentive for sales in return for rewards and offered generous rewards ensuring all had a chance to partake, regardless of travel agency size or location.

Describe the success of the promotion with both client and consumer including some quantifiable results
The incentive exceeded all expectations. We achieved phenomenal results through surprising, teasing, informing, rewarding and supporting our most valuable audience in an unprecedented way. The perfect mix of simplicity, effective communication and fairness paid off. These results speak for themselves: 41% sales increase vs. same period last year 36% increase in passengers booked 349% increase in registered participation 61% total sales over incentive period logged through our website 91% trade opt-in's Reinforcing our communication channels did not SPAM and they want more: 99% trade surveyed would participate again Confirmed success from trade perspective (258 travel agents surveyed).

Explain why the method of promotion was most relevant to the product or service
With other carriers offering limited commissions on tickets sold and the continual bombardment of customer focused offers our high value trade proposition resonated well with a disregarded audience. Opening up communication lines to all stakeholders, not only managers, at the right time and in the right way provided greater buy-in and greater commitment, it also allowed huge increases in our trade data collection and sales. The rewards structure ensured that all agents had a “fair go” Simple to participate and engage on a weekly basis through our micro site Perfect mix of integration, frequency and channels of communication