The Sandra Leach Company Representation, PR, Marketing

Creative Conversion Campaign

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BACKGROUND

Tourism Western Australia and Qantas partnered in a conversion campaign promoting the new non-stop flight service from London to Perth, which launched in March 2018.

High value travellers were targeted through a behavioural-led marketing approach. This campaign targeted those in London and the South East who demonstrate an intent to travel long haul for leisure.

The creative conversion campaign was part of a larger project to launch the historic new flight service, the first to fly direct between the UK and Australia, which included travel trade activity and broadcast PR.

 

OBJECTIVES

  • To drive bookings to Perth on the Qantas Dreamliner and encourage travellers to use Perth as a stopover destination
  • To encourage holiday makers to book a holiday in Western Australia and use the Qantas Dreamliner as their carrier of choice due to its direct and convenient route

 

STRATEGY

WanFKC were selected, following a competitive bidding tender for creative development of a joint campaign for Tourism Western Australia and Qantas Airways, in support of Qantas' launch of the first ever non-stop flights to Perth from London Heathrow in March 2018.

The 'Western Australia Just Got Closer' campaign ran over several formats, including Out of Home, press, radio, social media and programmatic display to pull consumers through the purchase funnel. PR supported the campaign at key points, from the initial announcement to the inaugural flight.

The consumer activity was complemented by a B2B strategy which included several co-operative campaigns with key wholesalers and consumer facing operators as well as agent engagement and training. Trade communications was boosted through a partnership with TTG Media across digital, print and events to inform and excite the trade. Launch events were held in Manchester and London. Print included a 4-page introduction guide and 16-page educational supplement as well as adverts pushing to an incentive programme, which gave agents who completed training a chance to win a space on a familiarisation trip.

 

RESULTS

Overall, the campaign was a success. There was an incredibly strong start, thanks in part, to the engaging creative and the huge publicity and earned media around inaugural flights.

  • The social campaign exceeded initial targets by adhfd+37%, with the retargeting activity showing good results thanks to the relevancy of the creative with the target segments. In terms of the creative, in social channels we used carousels formats for each of the five regions of Western Australia. Of these the Perth message drove the majority of engagement, somewhat expected due to higher awareness of Perth coupled with many Brits living in the City.
  • The PR coverage for 2017-18 alone produced an AVE over $8 million for the destination. Highlights included VIP media trip, a VR stunt and working with Simon Reeve as an ambassador which generated 49 items of coverage and reached an audience of 39 million across the UK.
  • An impressive 320 Australian Specialist travel agents attended Launch events and a total of 332 agents completed the training during the campaign period, this is an increase of 99.4% YOY for the WA ASP module.
  • Final results on booking numbers exceeded the target numbers set.