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2020 Gold Travel and Leisure

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Entrant: The Lettershop Group

Client: Titan Travel

Campaign Name: Titan Travel - A personalised travel experience

Campaign Overview

Worldwide tours take off with the personal touch

Titan Travel wanted to test whether more personalised communications would drive additional revenue with surprise and delight.

Strategy

Recognising that each customer is different and has different buying habits, Titan set out to increase the level of personalisation across its marketing strategy to drive additional sales and revenue.

Using customer research and data insight, Titan identified its key customer segmentation groups, personal attitudes, values and needs to create a highly targeted and bespoke marketing campaign. All customer-centric communication would reflect the persona, life stages and travel desires of each individual while pushing Titan's most commercially focused tours.

The brand could also identify any lost customers for future marketing. The strategy not only focused on creating a more personalised customer experience, but was commercially driven too, promoting its 34 best-selling Worldwide tours.

Creativity

Recognising its brochures are a key component in its sales process and customer journey, Titan's personalised brochure was a core focus of the campaign's creative thinking.

Each brochure featured 87 unique touchpoints tailored perfectly to individual customers. Some 34 cover images were selected to reflect the holiday most likely to be purchased next by a customer. The cover featured the customer's name; inside, it referenced their last purchase, as well as their next three most likely bookings based on Titan's affinity data analysis, to provide a highly bespoke offering.

On the back cover, the call-to-action visual, copy and messaging were tailored for the customer segment, for example Busy Budgeters, who are time poor, prefer to get access to the information when convenient for them; so a digital call-to-action was used.

For new customers, Titan identified any touchpoints they had with the brand as well as search behaviour on its website through unique identifiers per visitor, and bricks and mortar profiles.

The creative thinking was replicated across additional direct marketing communications including email and brochure requests. Using Google's Customer Match, Titan developed a personalised PPC campaign.

Results

With the assistance of The Lettershop Group, CACI, REaD Group, Accord Marketing and iProspect, the personalised brochure helped Titan generate ROI of 37:1 - an increase of 533% compared to non-personalised versions.

One of the most interesting outcomes was increased brand exposure generated from customers sharing their brochure on social media. Customers were thrilled with the design carefully reflecting their holiday plans and personal choices - a credit to the team’s creative success.

This unexpected result has given Titan natural advocacy and word of mouth promotion from customers who love the brand, an extremely valuable type of influencer advocacy.

The Team

"Titan Travel - Lisa Edwards-Webb, Marketing Director - Tariq Riadat, Product Marketing Manager - Sonia Prajapati, Senior Marketing Executive - Tom Adams, Search & Paid Media - Kainaat Achhwa, CRM Assistant - Steve Jordan, Database Manager - Lynne Isted, Creative Marketing Manager - Nicola Moore, Middleweight Graphic Designer - Adam Longo, Graphic Designer - Natalie Taylor, Content and Social Executive - Ting Dalton, Senior Copy Writer - Nicola James, Senior Copy Writer - Rodger Jacobs, Senior Systems Designer and Print Procurement
YM Group - Andy Clyde, Pre-Press Manager - Diane Appleyard, Account Manager Chantry - Rob Moules, Group Sales Manager
The Lettershop Group - David Gilman, Account Manager - Daniel Lynan, Pre-Press Manager - Joanne Speight, Data Services Manager - Cliff Wright, Business Development Manager - Alistair Ezzy, Sales Director "

Contributors

CACI, REaD Group, Accord Marketing, iProspect