Market Sector: Travel
Customer: ebookers.com
Campaign: ‘Travel Guide’
ebookers.com instigated a groundbreaking, direct mail campaign that delivers an individualised, highly perceived value item for their customers, to underpin their relationship and increase revenue.
As well as flights and accommodation, ebookers offer complimentary travel services such as tours, car hire and travel insurance. For online customers, it was hard to rely on the Internet alone to promote these services. Consequently, ebookers decided to engage the customer post-booking in an informative and motivating way. This was intended to help them gain more from their trip and at the same time cross sell additional travel services.
Therefore, one week after booking, customers receive a highly personalised travel guide. Using Personalisation+, the guide is tailored to each recipient. Throughout, it contains information based around their own specific travel arrangements including destination, resort details, tours and complementary third party offers.
The highlight of the guide is an A3, fold-out, fully personalised map of the destination city that correlates places to visit, special events and even an ambient temperature chart and matches all this to the customer’s time and date of travel.
