Monarch Airlines combine DM with augmented reality to stand out
Provided by Royal Mail MarketReach
Monarch create a mail pack using augmented reality to target, independent, adventurous skiers.
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 stand out from other ski-holiday companies and drive sales.
What was the Solution?
Mail has always been an important channel in the travel-buying process for creating destination inspiration. Adding rich digital content in mail added an extra dimension.
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.
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.