Mark Warner is recognised as a highly successful medium sized tour operator specialising in active summer holidays and winter ski holidays - and they have the travel industry awards to prove it.
The company has an enviable rate of repeat bookings and a large number of customers who book both summer and winter holidays with them. Our challenge was how to push this trend of repeat bookings to even greater heights.
It was even more of a test because Radar has been working with Mark Warner for a number of years improving the quality and accessibility of their marketing data, developing a best practice programme of customer communications, and providing analysis and insight to drive further initiatives. We’d made the easy gains, so now for further improvement!.
Analysing the data, we recommended improvements that would maximise sales from an expensive brochure mailing for S14 launch. We advised on developing a suite of mail and email communications, all with highly personalised text and images, and all driven by data from the Radar system via digital print and html. Sophisticated targeting rules were applied to govern who got what, and when. All communications included a unique, time-limited promo code so that we could measure results accurately.
The well-orchestrated campaign quickly generated 441 bookings for a total of £1,487,185 in revenue.
Our client was delighted with the response/booking rate of 14.1% and a proven return on investment of £48 for every £1 spent. In addition it had a major positive impact on discounting and was good for cash flow – bookings were brought forward by an average of 1 week YoY.
Mark Warner was delighted with the results and we have subsequently worked together to develop similar programmes to launch W14/15 and S15 with equally impressive results.