ABOUT

Our task was to create a sense of scarcity around sale holidays. Aligning with the ATL thought of 'The Sale Won't Last Forever', we capitalised on moments that our audience could relate to throughout our campaign. Landing in the build-up to Christmas through New Year and into 2017, this gave us plenty of opportunities to stay relevant with our audience.

We smashed all targets, with 256% more new website visits and 37% up on holidays sold than in 2016.

SAVE YOUR SPOT
We encouraged 50% more customers to book an appointment in store before the sale started, by using location data and live data of appointment availability to increase urgency.

SALE NOW ON
We introduced 'ticker' with live weather data and a countdown timer for an offer to increase urgency.

BACK TO WORK
We gave people an alternative schedule on the first working day of the new year (also the day of lowest productivity). A GIF encouraged browsing holidays instead of doing work.

PROMO CODE
The first 250 people to open the email would win a promo code, so we had to create an email that didn't disappoint the remaining 49,750.

Contributor:

Proximity London has been a Contributor since 4th October 2018.

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CRM email campaign for Virgin Holidays

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