The campaigns encourage customers to think about previous holidays they have taken with the operators by featuring images of the resort where they stayed before.
The first mailshots and emails went out between Christmas and New Year, with follow-up messages being sent throughout January. They are also integrated with the new TV advertisements.
First Choice’s direct mail campaign is being run with DM specialists Billington Cartmell, while Thomson is using WDMP.
Both First Choice and Thomson are working with Creatormail for the email campaign.
Billington Cartmell used First Choice’s detailed customer data to create a direct marketing pack. In addition to the outside featuring an image of the destination the customer last visited, inside there are images of the actual resort plus further recommendations for the customer to consider.
The pack also features information about destinations available from the customer’s nearest airport, and details of their local agency.
The integrated email programmes also have a similar, personalised approach.
Ian Cruickshank, Billington Cartmell’s head of digital and direct, said: ‘By reminding people of wonderful holiday experiences that mean something to them personally and helping them choose their next holiday, we are more likely to get the desired response.’
Billington Cartmell was appointed in September as First Choice’s lead strategic CRM agency.
See also:
Operators take ‘aggressive’ protection stance (09/01/09)
TUI Travel shakes up retail team (06/01/09)
High street focus for TUI UK (24/12/08)
Thomson to highlight customer care in TV ad (17/12/08)