Travel & Tourism
Cruises, hotels, resorts, amusement parks, recreational, travel tours, travel websites and booking services, etc.
The Best Way To See The Best Of The South Pacific
To skip the traditional price-driven contest during the Australian cruise industry’s biggest sales period, P&O ignored the key category drivers of price and hardware and went back to our core business - South Pacific itineraries. We turned war stories from our production team into a driving insight; travelling the South Pacific without P&O is more than a little difficult, while travelling with us is a dream. Our campaign, The Best Way To See The Best Of The South Pacific brought this to TVs during the summer of cricket. The result? P&O's best sales period in its 85-year history.
The Billion Point Giveaway
Velocity Frequent Flyer (the loyalty program of Virgin Australia) makes money when people transfer reward points over from their bank. Every year, they offer a 15% bonus on points transferred in May or November. This is the story of how we reframed this bonus as The Billion Point (that was supposed to be The Million Point) Giveaway, blamed the simple typo all on an ‘intern’s mistake’, and then documented the consequences in an online mini-series. Australian’s took full advantage of the blunder too, which saw a +58.4% increase in revenue, on -35.3% less media budget.
Brand: Velocity Frequent Flyer
Client: Virgin Airlines
Agency: CHE Proximity