The push, created by WDMP, uses a new targeting technique and features messaging tailored to provide recipients with offers and prices relating to their local airport.
It 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.
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 emphasises the localised aspect of the campaign through the tagline, ‘The best snow in Europe is now on your doorstep’.
Following the success of September’s campaign, claimed to be the first time an airline had used augmented reality in a marketing push, the targeted door-drop also features a digital element. 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.
Monarch Airlines managing director Kevin George said: “This innovative approach to door-drop targeting is another new direction for us. The improved insight has allowed us to focus on the local benefit of our range of routes to a huge audience and brings a fresh approach to an undervalued marketing channel.”
Monarch uses 3D for ski mailer
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