Monarch summer push takes off - DecisionMarketing

Monarch, the airline which picked up the 2013 DMA grand prix for its augmented reality skiing campaign, is promoting sunnier climes in a new direct campaign encouraging customers to ‘make new memories’ this summer.
Devised by WDMP, the campaign features highly personalised direct mail and email activity to existing customers to remind them of the great memories from their last holiday. To encourage them to rebook with Monarch, each mailpack 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 do not, 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.
Monarch Airlines direct and CRM manager Liam Gibson feels the data is giving Monarch an added point of difference when communicating to its customer base: “This year we have started to gain a deeper understanding of our customers 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.”