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Thomson Pre-Departure programme

2009 UK DMA Awards

Issue 13 | December 2009

Agency

LIDA

Creative Team

Agency Team: Jeremy Gidley, Louise Kendall, Denise Cooper, Katie Wait, Marc Kingman, Mark Brennan, Sam Aspin, Dinesh Harani, Nigel Buisson, Dan Martin

Production Team

TUI Travel UK : Thomson Holidays

Date

September 2008 to July 2009

Background

Thomson Holidays developed a  “sales through service” strategy to help create the strongest possible relationship with each of their customers in the period between their holiday booking and their departure , dynamically tailoring service-led initiatives, while encouraging upgrade & cross-sell within their ancilliary product range.

Idea

Direct mail and a fully personalized website helped every customer feel excited by the holiday ahead and involved in preparing for it with Thomsons.

They each received a digitally-printed ticket-book and destination guide as well as a “MyThomson” personalised holiday website, which helped support the ECRM programme.

Results

In research, 90% of customers agreed that the programme really brought their holiday to life. The emails regularly obtain open rates of 75% with engagement rates of  50%. Where it can be measured, incremental revenue is in excess of £250,000.

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