Best Airline Email Message Campaign

Audience & Objectives Recently, Air Canada raised the bar in the airline Industry by re-designing its webSaver® weekly email to take advantage of “dynamic content”. The re-design meant Air Canada began delivering unique content based on a combination of each subscriber’s expressed preferences as well as their “click” and purchase behaviors. The “Win My Dream Destination” contest was targeted to webSaver®'s 1.7 million subscribers. These web-savvy subscribers demand relevance and value from all of their Air Canada-originated emails. In the Spring of 2008, Air Canada sought to expand its understanding of subscribers so that they could continue delivering relevant, targeted and valued content. To that end, Air Canada undertook the webSaver® “Win My Dream Destination” email contest which had the following measurable objectives: • Increase subscriber profile data by 10% • Increase the number of new and loyal subscribers • Ensure existing subscriber loyalty • Create 30% awareness from existing and new Air Canada subscribers • Achieve a ROI equivalent that was in-line with similar contests The micro-site referenced above includes the graphics associated with this campaign. At the same time, the micro-site answers the following about the campaign: Why this campaign is special -- including challenges, strategy used to overcome challenges, results and lessons that can be drawn from this campaign to email initiatives of all sizes and industries.

Contributors:

Air Canada, Manager, Marketing Communications, North America :	Mark Sniderman
ThinData, Vice President, Account Management:	John Vavaroutsos
ThinData, Account Manager:	Lisa Kupovetsky
ThinData, Manager, Development:	Denis Chernyavsky
ThinData, Developer:	Kenneth Chung
ThinData, Designer:	Paul Grant
ThinData, Web Developer:	Mike Kleiman

THINDATA

Location: Canada