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Invest in Your Love: a new communication concept

Case Study - Invest in Your Love: a new communication concept

AIGO develops a fully integrated campaign to consolidate Italian arrivals in Tahiti and Her Islands

Challenge

•To develop a full integrated campaign across the marketing mix to help drive sales from late Spring 2009 onwards
•To increase the honeymoon market share and widen the message to couples
•To involve all players: from product to consumer

Strategy

AIGO structured the campaign using both traditional and unconventional marketing tools to create the WOM (word of mouth) effect and measurable results, supported by digital and traditional PR activity
The ‘buzz' phase - The launch of the campaign was anticipated by an unbranded guerrilla marketing preview including: creation of a blog and a Facebook profile, distribution of IIYL flyers and stickers, organization of the ‘Frozen Kiss', a collective, public kiss event in Rome and Milan
The reveal - The disclosure of the brand happened through a street press conference in Milan, involving consumer and travel trade media. This created of a ‘domino' effect: the immediate branding of the online tools and the official opening of the campaign
The campaign - The campaign included: press- online (nationwide) and outdoor (buses in Milan and Rome) advertisements, a dedicated website providing extensive travel information, Tour Operator travel offers, list of ‘Tahiti specialist' Travel Agents for tailor-made proposals; downloadable goodies. A special kit of point of sale material was distributed to selected Travel Agencies.
Incentive programs - AIGO set up a motivational program for consumers and the distribution channel. An off/online photo-contest ‘Smile...and win Tahiti' allowed 8 couples to travel to Tahiti and Her Islands and an appealing reward scheme was established for Travel Agents completing the Tiare online training program and registering the best sales performance within the end of the year.

Results

1.The ‘buzz' phase
The two-week preview generated:
•34,322 online contacts
•13 ‘Frozen kiss' videos published on Youtube
•143 communities involved and 270 open discussions
•Media coverage for € 298,750 ave - 14,350,753 circulation
2.The campaign
The 2,5-months campaign generated:
•Over 570,00,000 contacts (print and outdoor)
•18,000,000 delivered impressions - 60,528 clicks (online)
•409 fans on Facebook in a week
•Approximately 60,000 page views (website/Tour Operators offer)
•13% conversion rate on required quotations
•500 Travel Agencies shop windows customised IIYL
•313 new enrolments to Tahiti consumer newsletter

Websites: www.investinyourlove.it - www.aigo.it

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