CLIENT: ATD
CAMPAIGN: Complete Orlando
SERVICES: DIGITAL | DIRECT | MEDIA
ATD is a well-established, London-based, specialist supplier of pre-booked tickets to all of Florida's major attractions. Ranked number 18 in the Sunday Times Fast Track 100 Survey '06, it planned to build on its goodwill amongst regular Florida visitors, and briefed SASS to support its move into offering a complete Orlando holiday service. This included BA and Virgin Flights, accommodation in Disney resorts, car hire and attractions tickets through its established relationships with Disney and Universal Studios. Competing with Virgin Holidays, First Choice, Travel City Direct and other leading Florida operators, its launch target was 1% of the 'travelling to Florida' sector.

Our strategy was to focus on a digitally-led campaign to launch the Complete Orlando brand, which would then be supported offline via direct mail and advertising initiatives. The digital campaign kicked-off with a teaser email to ATD's existing, six-figure, customer base (38% open rate). This was followed by an official launch email, which recorded an impressive open rate of 16%, with 4.5% of those clicking through to a SASS-produced dedicated microsite. On the site, users could play a viral game to win a Florida holiday worth £5,000, and this resulted in over 17,000 unique visitors and over 12,000 registrations - almost half of which opted-in to receive further information.

An offline direct mail pack to 40,000 customers delivered strong conversion to booking, and a small-space classified campaign in the News of the World and Mail on Sunday delivered thousands of new prospects.