The background

ebookers were planning on a brand re launch ATL campaign to reinvigorate people’s perceptions of the brand. They therefore wanted to take this new brand thought TTL and across all their customer contact points.

The brief

Reinvigorate all CRM materials via improved creative, data analysis and targeting and broadcasting.  

Our response

The ATL campaign uses the line ‘smart bookers are ebookers’ so our starting point was to see how we could substantiate this statement via all  customer communications. As such, where the deals weren’t doing this alone, we produced a series of added benefits to the site and customer communications, to support the smart bookers argument.  

Examples of this were to create ‘mini smart guides’ within weekly newsletters that detail the ‘insiders track’ on all of ebookers best deals. And  further insiders-track info all all their destinations within a specific ‘smart bookers’ area of the website – leveraging travel editorial from media partnerships to improve the quality of the information provided.

Enhanced data targeting has also allowed us to provide bespoke targeted cross sell and welcome back messages, coupled with more hard nosed additional email alerts to increase sales when market leading deals are available.

 Promotional tie ups with Grazia, Telegraph and Guardian are also underway to support why ebookers are ‘smart bookers’.

The results

Overall re brand activity has seen a marked improvement in consumer and customer perceptions of the brand from a cost and quality perspective.

Response to weekly newsletters immediately improved by 3% and improved targeting and broadcasting techniques has reduced bounce back data to under 1% from an average of 15%

Targeted cross sell and welcome back messages have seen a 35% uplift in response to previous generic communications.

As such, ebookers, Continental Europe is in the process of moving their full creative ecrm programme, data management and broadcasting requirements across to work with Amp before the year end.