Flight Centre Leisure Marketing - Sale Wrap Report SPRING IS IN THE AIR - FLIGHT SALE - APR 3-9 2017

Sale Summary

During Apr 3-9 2017, Flight Centre Canada ran a "Spring is in the Air" flight sale. The sale offered up to $50 off per person on flights to select destinations: spend $750 save $20, spend $1000 save $30, spend $1500 save $50. Offer valid on flights to Beijing, Shanghai, London, Hong Kong, Seoul, Paris, New York, Tokyo, Los Angeles, Rome, Bangkok, Dublin, Lisbon, Delhi, Amsterdam, Athens, Reykjavik, Barcelona, Frankfurt, Dubai, Sydney, Melbourne, Brisbane. 25% of our tickets sold during this sale period had the sale discount applied to them.

Results

Total TSA: $607, 891. Total voucher cost: $14, 207. Average spend: $1,800.

Actual spend was higher than the minimum spend set
Ticket results compared to month prior & same month year prior

Marketing Summary

In-store: window panel, shop flyer & TV slide

Window panel

Online: homepage hero banner & dedicated sale landing page

Homepage hero banner

Landing page views over the 1 week period: 5,085.

These views are higher than our previous sale, March Madness, which saw avg 4,660 views (per week, 9,320 total).

Google Analytics: sale landing page views

Spikes in page views correlate with eDM exposure. eDM with sale header banner & sale subject line mailed Apr 4.

Email Marketing in Club Red

Sent to 540, 210 recipients. Open rate 15%. Click rate rate 1.10%.

Header Banner: Apr 4
eDM results vs benchmarks

Social Media: Facebook & Twitter

Facebook - Apr 3
Twitter - Apr 9
Twitter - Apr 8
Twitter - Apr 3

Out of Home Advertising: mall TV slides

Elevator Ad

Press Newspaper Advertising

9 ads total dedicated to this sale. YVR Province/24 Hours & YYZ Metro/Star.

Sample press ad:

YYZ Metro - Mar 1

Radio spots on 6 stations in YVR & YYZ for the duration of the sale period.

Radio Script

*birds chirping in the background*

Person 1 (Female): *Takes a deep breath* Ahhhh Spring is in the air!

Person 2: It sure is – I wish I had plans to get in the air too, it’s nearly patio season in all my favourite cities!

Person 1: Well, Flight Centre is having flight sale…

Person 2: Oh yeah?

Person 1: Oh yeah! Save big on flights to places they’ve handpicked like London, New York, LA and Sydney!

Person 2: Ooh! How do I book?

Person 1: Check Flight Centre out online at flightcentre dot ca, dial #FLY toll free from your cell phone or visit one of their stores. Hurry, sale ends April ninth!

Captain’s voice: This is your captain speaking, spring into Flight Centre this week and save.

Sale Feedback & Learnings

We could have better engagement from agents, as some tickets to these destinations were issued without the discount being applied (VP)

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