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KNP tourism case study

Published by mark.aris, 2022-03-08 10:40:05

Description: KNP tourism case study Graham T


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CASE STUDY travel's journey to recovery how you can get one step ahead of the competition

travel's journey to recovery the challenge Travel & Tourism, already a highly competitive market, has been one of the most volatile sectors during the last 2 years, hit hard by punitive restrictions brought on by the pandemic. But with the vaccination programme having made great progress in the UK, travel restrictions being lifted and testing procedures being relaxed, it’s anticipated we should see a return to pre-pandemic levels of travel and tourism. While you can hardly blame travel companies for reducing marketing budgets amid the COVID-19 crisis, to bounce back it’s crucial they stay front of mind with their customers. Wanting to capitalise on the increased enthusiasm and confidence returning to the sector, one of our Midlands based clients recently approached us to discuss how they could kick start their recovery. Their main objective and challenge to us was: help them become recognised as a ‘front runner’ and quick out of the blocks as people think about travel in 2022, by driving awareness of current and future offers showcasing their affordability thanks to a range of discounts and payment solutions.

travel's journey to recovery the solution Having worked closely with the travel industry for a number of years, utilising our in-house design, print and finishing capabilities, supplemented by our mailing house capabilities ensures we can manage any Direct Mail campaign clients wish to undertake. Either with their own data or utilising KNP’s database of over 27 million household records (fully adhering to GDPR regulations). Re-engaging with Direct Mail provided our client with the opportunity to place themselves front of mind at a key decision-making period, by making sure they spoke directly to named individuals in their own homes. This is particularly pertinent now as more of us are spending more of our time. Wanting to position their brand directly in-front of targeted individuals who would have the time to read, consider and absorb their message we worked together to build a target audience by carefully selectin geographic areas based on key demographic factors such as age, occupation, home value & ownership, retired, socio-economic status from our database generated their target audience. Utilising the power of a targeted marketing campaign incorporating personalisation that harnessed the power of print’s ability to deliver cut through and increased dwell times proved to be the way forward. The personalised message and images within the DM piece tapped into the recipient's desire to escape to unique and exciting destinations matched to their lifestyle. In addition, the use of QR codes personalised to each individual DM enabled us to offer analytical reporting and data insights.

travel's journey to recovery the result Given their objective was to assume the position as a front runner through driving awareness of current and future offers whilst also highlighting the range of payment solutions, the campaign has been judged a success by our client, confirming their decision to invest in Direct Mail once more. With all their marketing activity in other channels being constant, since the mailing landed, our client has fed back to us they have seen an increase in the level of traffic directed to their website. Which has subsequently converted into a better than expected number of enquiries and bookings. Graham Taylor [email protected] 07956 639703

travel's journey to recovery the benefit of adding direct mail to your marketing mix Direct Mail for the travel and tourism industry is a great opportunity to create awareness and act as a stimulating showcase for what your business has to offer. Combining the right data with compelling messaging and strong visuals, your Direct Mail activity will be highly relevant and thought provoking. With KNP’s consultative approach and practical support your campaign and communications will be delivered to the audience most likely to purchase your products and services, enabling you to deliver great returns in a short period of time. connected print With any Direct Mail campaign we can manage for you from data to doorstep, connected print is a great opportunity for you to bring offline and online together to create a more seamless experience for your customers. Using QR codes you can direct people to your website, take them straight inside hotel rooms or on-board cruise ships. They could hear directly from you with a special offer, listen to a visitor testimonial video & more. Scan the code below to find out more.

travel's journey to recovery our sustainability commitment We take seriously our commitment to the environment. What we do as a business and what our customers do as a business impacts us all. We’re always considering the impact of our actions – the raw materials we use, suppliers we work with, our energy sources – and actively seek greener solutions that reduce our impact and help our customers reduce their impact. To support our ambition to constantly improve our sustainability and reduce our environmental impact we’re ISO14001 certified. ISO14001 is the international standard for environmental management systems (EMS) and helps control and reduce our environmental impact. You can find out about all the things we do by scanning this code .

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