Virgin Holidays had tried online advertising. It had a reasonable website. And there was an occasional email newsletter. The team knew that more could be achieved, but they needed some help to bring it all together under a unified digital strategy based around customer acquisition and retention.
Underwired redesigned the website, making it easier to use and to bring bookings to the home page. Working under the ad agency’s creative direction they produced fast-turnaround online campaigns, which were tracked all the way to sale. Underwired then went on to create what became the world’s largest travel industry eCRM programme. Devising a segmentation strategy and managing delivery suppliers, the programme integrated all digital activities in a cycle of constant tests and improvement. Last year they sent five million emails across 40 segments.
The first ad Underwired produced sold 156 holidays. The first email Underwired sent generated £3 million in direct sales. They helped shift 6% of sales from agents to direct channels, directly impacting the bottom line. 22% of all holiday bookings are now made online. And the eCRM programme’s core campaign generates around £26 for every £1 spent.
The campaign has won a number of industry awards including:
Winner, BIMA Best Email/CRM Programme
Winner, six DMA Gold Awards (with ad agency)
Commendation, IMAA and IWPA Awards
Finalist, Campaign Digital and Revolution Awards
Further campaign information can be viewed at www.underwired.com and www.ecrm.co.uk.
Felix Velarde, Managing Director, at specialist digital and eCRM agency Underwired
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