Best Travel Email Message Campaign

VisitBritain teamed up with Expedia Media Solutions to build a targeted, out-of-the-box email campaign designed to leverage Expedia’s global CRM database and market reach. The goal was to drive email acquisitions for VisitBritain’s own CRM efforts in an engaging way that would resonate with a media-savvy audience. Breaking away from the standard sign-up email message, Expedia and VisitBritain created a compelling email that invited consumers to participate in an interactive personality quiz centered on the quintessentially British custom of drinking tea. Through a series of questions that showcased beautiful images of diverse travel destinations in Britain, the quiz allowed users to discover their ideal afternoon tea style, such as quaint, adventurous, luxury or quirky. Once the quiz was completed, a description of the user’s personalized tea style and a variety of corresponding locations in Britain were revealed, and the user became eligible to win a trip to Britain, inclusive of airfare and lodging. The email was targeted at an international media-savvy audience with discretionary income and an interest in travel. It was distributed across 11 Expedia markets including Australia, Germany, Japan, Canada, France and the U.S. The campaign exceeded benchmarks by generating an astonishing 61% email conversion rate across all markets, with rates as high as 79% in Australia and 66% in New Zealand. In just eight weeks, 150,012 people took the quiz and more than 80,000 opted-in to receive emails, showing that a targeted and creative email strategy can generate high levels of engagement and strong business results.

Contributors:

Partnerships Marketing Manager at VisitBritain:	Nathan Alemany
Campaign Marketing Manager at VisitBritain:	David Meany
Director of Sales (EMEA) at Expedia Media Solutions:	Richard Kocher
Creative Partnerships Manager at Expedia Media Solutions:	Rebecca Burgess
Director of Creative Partnerships at Expedia Media Solutions:	Angelique Miller

EXPEDIA MEDIA SOLUTIONS

Location: United States