London Luton Airport (LLA) is one of the UK's largest airports and in 2005 it opened its new £35million passenger terminal development. It employs over 500 staff directly and around 8,000 indirectly and is a primary economic driver for the region, as well as a major base for 'low cost' air travel.
Scheduled airlines such as ?easyJet, Monarch, Thomson and Flybe operate from the airport, departing to over 90 destinations including services to Europe, Africa, and Asia. Over 10 million passengers used LLA in 2008, 87 per cent on international flights and 13 per cent on domestic.
Over the past decade particularly, LLA has made a wide variety of improvements to the airport and was keen to host a business event showcasing the new facilities to local business people, with business travel in mind.
It tasked integrated agency Milton Bayer with creating an invitation that would inspire 200 senior decision makers from SMEs within an hour’s drive of the airport to attend the business event and engage with the airport’s travel business advisers.
Strategy and implementation
In response to the brief, Milton Bayer devised an integrated campaign under the mantel of ‘Perfectly Suited for Business’ using both on and off-line media to target business leaders.
Three primary channels were used; traditional DM, eDM and telephone follow-ups to ensure all contacts were reached. As the campaign was targeted at senior decision makers, the first challenge was to ensure the DM piece was actually received by the intended recipient.
So, each piece was disguised as a fabric sample from a bespoke tailor so that if either a secretary or PA checked it, it would slip below the ‘radar’.
A promotional message using the airport code ‘LTN’ was screen-printed onto metre square sheets of suit fabric to mimic tailor’s chalk, button samples were also attached to complete the illusion.
A small business reply card was included so that recipients could register their interest. Three days after that DM piece was sent out, an e-shot carrying the same promotional messaging and styling was broadcast to all 200 contacts to reinforce the initial mailshot. Recipients were encouraged to click through to a dedicated micro site to register their interest.
Two days later an LLA representative called any recipient that hadn’t responded. The timescale from brief to production of campaign material was four weeks.
The 3-part campaign itself was delivered over a week. The results Of the 200 prospects originally contacted, more than 40 responded, with 48 actually attending LLA’s ‘Perfectly Suited for Business’ event. This represented a conversion rate of 20%, exceeding expectations.
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