Category: Ambient Media & Print Collateral, Non-Mail (Small Scale)
Advertiser: BALEARIA
Product/Service: BAHAMAS EXPRESS
Agency: S
Creative Director: Alberto Jaen (S,C,P,F)
Copywriter: Albert Calsina (S,C,P,F)
Art Director: Esteban Izquierdo (S,C,P,F)
Art Director: Fermin Gonzalez (S,C,P,F)
Art Director: Jaime Bernabe (S,C,P,F)
Account Executive: Lucas Rodriguez (S,C,P,F)
Account Supervisor: Arnau Seix (S,C,P,F)
Copywriter: Ivan Henao (S,C,P,F)
Area Manager: Pilar Lecha (Balearia)
Media placement: Ambient - Street marketing - Different Areas Miami - 8 th of February
Describe the brief/objective of the direct campaign.
New Customers:
The strategy is to raise awareness among potential users of the service.
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The shift in the perception of the Bahamas as a casual destination for a quick vacation increased the number tickets purchased by passengers.
Explain why the creative execution was relevant to the product or service.
Miami locals see the Bahamas as a destination for tourists for just a 1 day vacation or for vacations of 3 days of duration at least.
One day round trip was perceived expensive or doable only by plane.
Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
Since its launch, February has been the month with the highest search inquiries and ticket reservations amongst Miami residents (locals).