Integrated online marketing

The brief

Brittany Ferries provided a brief for Strange to deliver an integrated online advertising campaign that would drive sales through their website, increase their ROI and reduce the cost per booking, whilst widening their appeal to a broader target audience.

The objectives

• Provide integrated online marketing services throughout 2006-2008
• Achieve a significant increase in ROI and decrease cost per booking
• Increase conversion rates for holiday products in particular
• Increase appeal to a wider audience

The target audience

The online marketing activity should appeal to a wider audience, whilst not alienating the current portfolio of customers.

The solution

Strange produced an integrated campaign focused on search, display and email activity. All aspects of the campaign were to work together, complimenting in messages, targeting and timing.

The search arm of the campaign included the management of many thousands of keywords and optimizing specific landing assets to increase conversion rates. The display component delivered an integrated mix of multi-format enhanced flash creative and very high performing expandable and interactive flash creative to produce one to the highest profile travel industry campaigns of the year. The email marketing creative and broadcast management focused on increasing deliverability to the inbox, smart segmentation and conditional content personalisation to produce increased open, click and conversion rates by communicating relevant messages to the end consumer.

The result

199% increase in ROI

This campaign saw an increase in search, display and email channel conversion rates by 215% by the end of 2007 impacting directly on transactions and revenue which increased by 214% and 276% respectively.

However the key successful outcomes were to increase ROI and reduce cost per booking. These were both achieved with a 199% increase in ROI and a reduction in the cost per booking by 52%.

Simply put the Brittany Ferries online advertising campaign surpassed all expectations.