CASE STUDY: Monarch Airlines
Provided by Royal Mail MarketReach
Combining mail with augmented reality to stand out.
What was the Challenge / Background of the Campaign?
In the highly competitive ski-holiday market, Monarch couldn't outspend established airlines. To stand out, they needed to attract a new audience - and find a different way of engaging them.
What was the Campaign Objective?
To increase awareness and engage with skiers, looking to book their next skiing holiday. Analysis of the Ski Club of Great Britain database showed Monarch's routes appealed to independent, adventure skiers who were also digitally savvy. Monarch needed to find a way to merge their holiday content with technology in order to engage with this demographic.
What was the Solution?
The audience was sent a mail pack, which used a 'Maltese cross' format that unfolded to reveal a mountain range, with information on fresh ski routes and resorts served by Monarch. Recipients simply held a smartphone over the mailing to access extra content on their mobile. Augmented Reality (AR) transported them to the resorts, whetting their appetites for the coming ski season. Recipients could click to see prices on the Monarch website allowing them to book there and then.
What were the Results?
Monarch Airlines achieved 7,201 bookings and £2.2 million in revenue from this campaign, which resulted in an average spend increase of 24.5% and an impressive ROI of 18:1. Monarch was the first UK airline to combine mail with AR, breaking new ground for the industry. Their website saw 21.7% of mail recipients visit, with one even tweeting pictures of the pack, thanking Monarch for the great information.