Thanksgiving’s promotional period provided The Walshe Group team an opportunity to develop a smart, multi-dimensional campaign aimed at improving Delta’s profitability on the Australia-USA route by targeting low season periods.
The integrated campaign included both B2C and B2B platforms as well as activity with joint venture partner Virgin Australia.
The range of activity included:
- A focus on the Los Angeles gateway with pricing targeting the softer travel periods of February & April - June
- Two tactical campaigns timed at Thanksgiving and Cyber Monday
- Consumer promotion enticing sales with the opportunity of winning up to $1,000 in cashback for 10 lucky winners
- Paid media spend including social, display, native, programmatic using dynamic pricing to respond to market updates and countdown.
- Promotion via a range of Virgin Australia channels including edm, website, digital, social and holiday packages
- TV coverage via the Today Show
- Trade Engagement via media, Sales blitzes, eDMs, delivery of pumpkin pies to key agents and industry stakeholders plus consultant incentives
- Co-op partnerships with four key retail brands
The results were spectacular
The tactical seat-sale generated over $5.1 million in revenue, with partner YOY increases ranging from +42% to +120%
The return on direct campaign sales from media spend was over $718k reflecting an impressive $9.26 for every $1 spent
