Shaken & Stirred - Influential Brand Profiling and Positioning

WDMP helps Monarch make new memories

Monarch, the UK’s leading scheduled leisure airline to leisure destinations has launched a direct campaign encouraging customers to ‘make new memories’ this summer.

Working with award-winning direct agency WDMP, the airline is sending highly personalised DM and email to existing customers to remind them of the great memories from their last holiday.

To encourage them to rebook with Monarch, each DM pack shows the recipient’s last holiday destination on the front cover and opens out to reveal recommendations for this summer that they can fly to from their local airport.

As well as the creative changing for both customers travelling with children and for those who don’t, the two groups are further segmented according to their preferences while on holiday. For example, convenience or luxury, organised trips or adventures, budget breaks or weekend treats. The additional layers of personalisation showcase the most relevant content for the customer.

This level of insight has been made possible by overlaying transactional data with Mosaic Lifestyle classification in order to generate a much deeper understanding of the Monarch customer.

There is a recommend-a-friend competition taking place to encourage existing customers to introduce their friends and family to travel with Monarch too.

The campaign also highlights some of Monarch’s recent service updates, including ergonomic non-recline seats and ‘MPlayer’ the airline’s personal inflight entertainment app.

Liam Gibson, Direct & CRM Manager at Monarch Airlines feels the data is giving Monarch an added point of difference when communicating to their customer base; “This year we have started to gain a deeper understanding of our customer base from working with WDMP to analyse our key audience profiles. This is our most important time of year for marketing activity and the new customer insight has given us a great opportunity to make our direct comms even more relevant and effective. The profiling means we can talk to our customers as individuals and utilise the direct channel to build customer retention.”

James Porter, Account Director at WDMP added “Rich transactional data enhanced with Mosaic Lifestyle classification has enabled a powerful targeting and personalisation strategy for this campaign. Clever use of proprietary and new data will not only drive further cut through in a very noisy travel market, but will also provide key insights to optimise Monarch’s data strategy moving forward.”