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E-Marketing campaign is boosting tourism

November 02, 2003 |

An e-marketing campaign to boost visits to Britain has been highly commended in the ‘Best Work in e-Marketing’ category at the DirectReponse SMART awards.

An e-marketing campaign to boost visits to Britain has been highly commended in the ‘Best Work in e-Marketing’ category at the DirectReponse SMART awards.

Judged as “a clear, tidy project done in adversity, with good sales results,� in the ‘Best Work in e-Marketing’ category, the campaign accounted for 15% of P&O Ferries’ European sales for the year and enabled VisitBritain to build a database of ¼ million potential tourists for future campaigns. A fifth of the 250,000 people who received the e-mail went onto the site to look through the special offers and learn more about visiting Britain.

As part of the ‘Only in Britain. Only in 2002’ campaign, VisitBritain – the authority for tourism in Britain – and Euro RSCG Circle produced a weekly e-mail update for visitors to the website. Themed around ‘quirky Britain’, each update highlighted a carefully selected array of special offers for travel, accommodation and attractions along with competitions and events, as well as a viral tennis game featuring the TV campaign’s tennis-playing armoured knights.

VisitBritain’s Head of Partner Marketing, Deirdre Livingstone, said: “With the current downturn in global travel, we had a need for a immediate and highly responsive drive to increase awareness of Britain as a holiday destination. And given the strength of the web as a cost-effective information channel, we decided on an e-marketing campaign to drive both customer acquisition and retention on the website. The results, as can be seen, were fantastic and we’re delighted with this award.�

The SMART Awards recognise and reward successful direct marketing campaigns and the achievements of outstanding suppliers that others can learn and raise their own standards.

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