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.
