Case Studies
Cornwall Tourist Board
Sector: Travel and TourismCampaign Objective -
To drive NEW visitors to Cornwall with a tough cost per visit target. Failure to achieve target would mean EC funding for the project would become repayable.
Challenges -
The key opportunity was perceived to be around 'shoulder' or out of season months when bookings were generally down. This led to the challenge of how to target a potentially non family audience with a powerful and relevant out of season message. There was some data on previous visitors available, but we needed to identify a much larger volume of our key audience.
Strategy -
Using existing data to identify potential audiences, we built a test plan to pinpoint where volume could be achieved at the lowest cost per response. We then delivered an integrated direct campaign through direct mail, telemarketing, web, national and regional press, door drops, online activity and telemarketing. A phased approach was taken, which drove a test and learn programme. Which meant as the audience was established more cost effective mailing solutions could be tested and the creative approach could be refined.
Results -
- Overall response rate from the database after phase one was 12% which increased to 23% in phase two and over 30% in phase three.
- Remailing existing names was identified as being more cost effective than sourcing new data
- Careful and intelligent data planning and testing enabled us to maximise distribution and reach, whilst managing ROI
- We established roll out potential and generated depth of customer understanding that qualitative research techniques had not identified.
- Our ROI driven approach delivered 69% of the target with 42% of the budget
