IPA Effectiveness Awards 2005: Bronze Award - Lancashire Short Breaks Campaign

LANCASHIRE SHORT BREAKS CAMPAIGN Campaign: The Midas touch: turning a box of old coupons into £8.267 million! Client: Lancashire Tourism Partnership Agency: Radford Advertising Marketing Principal author: Claire Longfield, Radford Advertising Marketing; Tony Openshaw, Lancashire Tourism Partnership; Catherine Warrington, Radford Advertising Marketing Media used: Direct marketing, press

CASE SUMMARY

This paper details a long-term, targeted and integrated campaign. It promoted Lancashire as a short-break destination using direct mail supported by specialist press and door-drops.

The campaign exceeded expectations in terms of response, cost effectiveness and return on investment. The overall performance of the direct marketing exceeded the anticipated response levels - the customer database more than doubled in size to almost 45,000 people in just four years. By autumn 2004, short visits increased in length to an average of four nights, generating a total revenue of £8.3 million and an average annual ROI of 39:1.

JUDGE'S VIEW

"The judges were impressed by the modest, but well-told, story of how a box of old coupons acted as the trigger for a substantially improved marketing performance. Of particular merit was the learning process, which replaced myths about the nature of the target group for Lancashire short-break holidays with real understanding of these consumers. This understanding then fed back into a programme of direct marketing activity, which achieved impressive results and a continually improving ROI for marketing spend."

- Terry Prue, senior partner, HPI Research.

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