Integrated media planning case study: relaunching Caledonian Travel in the wake of a global pandemic.
When it comes to planning the right media for your objectives, we keep it simple.
Our STREETMAP process is about getting to the most straightforward solution. We achieve your business objectives using the perfect blend of acquisition and retention channels. Integrated media planning is what we do best.
Simple, but effective.
THE CHALLENGE.
Caledonian Travel naturally operate in a very competitive market. The travel market became ever more challenging in 2021 as travel rules and lockdown restrictions continued to tighten.
Travel was not high on the list of priorities for UK consumers, as confidence was low.
Furthermore, the likes of Mintel do not predict that the travel sector will fully recover until 2023.
The senior management team appointed Brazil Street to help them relaunch in the wake of the pandemic. As we have an agile approach to planning, and expertise in travel, we were the perfect partner for a relaunch in a difficult climate.
So, we got to work.
THE SOLUTION.
The planning process always begins with STREETWISE.
Firstly, set to work by analysing Caledonian Travel’s customers.
Secondly, we combined this insight with our market, brand and consumer research to build a clear picture. It is vital to understand the backdrop of any campaign, to be able to form an effective strategy.
So, armed with this insight, we were able to identify the best media channels to target new and existing customers. This is our STREETMAP process.
As a result of the insight, the media strategy consisted of a blend of regional TV, radio and press advertising. It was important to focus around Western Scotland and North East England. This delivery supported the growing network of Caledonian Travel agents.
The coach holiday specialist focused on an integrated message and call to action of ‘Unlock 2021’.
Customer penetration analysis identified pockets of opportunity around key travel hubs. Following this, we identified high indexing postcode sectors for prospecting door drop activity.
As the pandemic restrictions eased around Easter, we quickly put our plans into action.
Firstly, press activity launched. In addition, social and digital activity for the first six weeks.
Following this, three weeks into the campaign, regional radio and door drop activity rolled into market. TV launched mid-May with a time sensitive offer, which incentivised consumers to book in early June.
THE RESULTS.
Caledonian Travel has gone from strength to strength.
The business outperformed its first-year business plan projections thanks to agency support and demand for post-lockdown holidays.
Furthermore, the integrated media campaign drove over 4,000 calls a week. In addition to this, Caledonian Travel had sold over 20,000 trips from a standing start.
Commenting on the campaign, Martin Lock, Commercial Director was delighted:
“Working with Brazil Street has been exactly what we needed. They’ve been pivotal in growing our business in a difficult climate. Brilliant insight, clever strategy and smart media buying. We can’t wait to build on the success of this year’s activity.”
To learn more about how we can deliver integrated media campaigns for you, get in touch.
