Leisure/Travel Products & Services

GOLD

GOLD

Client: Tourism BC

Campaign: BC Escapes 2001

Agency: Blitz Direct Vancouver

Managing Director: Rob Davidson

Copywriter: Jake Dudas

Art Director: Brian Musgrove

In a bid to capitalize on the trend towards consumers taking more short getaway vacations, Tourism BC opted – for the fourth year in a row – to rerun its successful BC Escapes direct response campaign. The program encourages recipients (well-educated, mid- to upper-income 35- to 54-year-old urbanites) to request a free BC Escapes guide, or book accommodation and travel packages through Tourism BC’s call centre or Web site.

In previous years, all ‘inquirers’ and ‘bookers’ were stored on the organization’s reservations system, which was transactional in nature and not organized around individual consumers/households – in fact, past direct initiatives had been targeted to rented lists. This year, Tourism BC’s strategy included creating a marketing database and conducting database analysis to determine the best targeting strategy. In the end, it elected to target roughly 60,000 past inquirers and customers prioritized into the following segments: multiple bookers; single bookers – high spend, single bookers – low spend, multiple inquirers; and single inquirers.

Creatively, it aimed to create intrigue, showcasing the natural beauty of British Columbia in a personalized letter, accompanied by a brochure and luggage tag. The campaign exceeded the response objective of 5%, enticing 15% of recipients to make a repeat inquiry or booking.

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