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Overall Aim:
To increase the Lancashire and Blackpool Tourist Board consumer database for the Country Escapes 2009 campaign from the ‘cosmopolitan’ target market
Campaign Activities:
- Seeking ‘reliable’ and ‘quality’ data in terms of accuracy and fit with the target market
- Development of the format, creative concept, copywriting and design and production of the Country Escapes leaflet incorporating the competition
- Project management and fulfilment of the direct mail
- Measuring the response rate and success of the direct mail
- Series of press adverts
Campaign Results:
- 14% response rate from direct mail
- 69% requested the Country Escapes Brochure
- 81% requested more information to be sent by post and/or email
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