Example Case Study: Virgin Holidays
Background: Encourage holidaymakers to combat the low they felt after returning from a trip by booking their next journey with Virgin Holidays, rather than short-haul carriers
Strategy: The Welcome Home Programme used the “peak-end” behavioural economics principle, where changing the end of an experience – in this case, to match the level of service provided during a passenger’s initial booking – positively affects perception.
Direct Mail was used as part of a multi-media campaign for a nostalgic, personalised “miss you already” postcards were waiting on people’s doorsteps when they arrived home.
These were followed up with personalised mugs, recipes based on previous destinations and a money-off voucher to boost new bookings.
The blend of nostalgia and planning kept holiday desire high. The excitement was channelled into action using personalised “count-up” emails showing customers how long it had been since their last holiday, and inspiring them with fresh destination suggestions based on their browsing habits.
Results: Overall, the campaign was the main contributor to a 10% increase in loyalty in 2018, equating to a £2.2m in revenue and 30:1 ROI.
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