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An innovative approach to door drop targeting for Monarch Airlines from WDMP

by on December 7, 2012 in Apps, Latest News, Marketing, News you can use, Retail, Retail News, Social Media

As part of a wider programme to build awareness of its new range of ski-routes and access to some of Monarch Ski ambassador, Monarch Airlines is launching a nationwide, targeted door drop campaign which goes out this week to 1.2 million homes.

The campaign, created by direct response and relationship marketing agency WDMP, uses a new targeting technique and features messaging tailored to provide recipients with offers and prices relating to their local airport.

The campaign strategically locates the best fit postcode sectors to match Monarch’s ski customer profile and identifies the most effective way to reach them, including Royal Mail inserts, free press inserts and solus door drops. This method drives efficiency, increases targeting accuracy and minimises wastage.

Improved insight allows each departure airport area (Birmingham, Manchester, Leeds Bradford, London Luton and London Gatwick) to have a tailored execution strategy. Further engagement and direct response is driven by a trackable code on the mailpack which offers £20 off return flights and free ski carriage.

The door drop design combines an inspirational mountain shot with a suburban street image to emphasise the localised aspect of the campaign using the tag-line, ‘The best snow in Europe is now on your doorstep’. Following the success of Monarch’s earlier direct campaign, which was the first ever airline marketing campaign to use augmented reality, the targeted door drop also features a digital element, bringing the slopes and its new destinations to life through Blippar functionality.

Recipients download the free Blippar app on their Smartphone or tablet, scan the pack and instantly explore the resorts available through Monarch’s new routes to Innsbruck, Grenoble, Friedrichshafen and Munich. They can experience and explore a 3D mountain and an engaging video introduction from Monarch Ski ambassador and British Triple Olympian, Chemmy Alcott, including footage of her training on the slopes. When a user clicks on a destination, they see a pop up box of the UK airports that Monarch Ski fly from as well as lead in prices and a discount code. They can then click through to the Monarch website and book through the Blippar app.

Kevin George, Managing Director of Monarch Airlines comments: “This innovative approach to door drop targeting is another new direction for Monarch Airlines. The improved insight has allowed us to really focus on the local benefit of our range of routes to a huge audience and brings a fresh approach to an undervalued marketing channel.”

Craig Wheeler, Managing Director of WDMP adds, “Continuing the use of Blippar to drive engagement through new channels is a really positive step for both Monarch and WDMP. The targeting is a really innovative approach to a traditional channel and we’re confident of its ability to drive significant results.”


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