NRMA "Hot Autumn Deals for Members"

Objective

To liaise with all venues to offer an integrated campaign to boost low season sales.
Tailor offers based on individual venues, accommodation mix, F&B venues & activities.
Design multiple offers whilst under the one integrated NRMA Parks brand.

Creative digital assets were uploaded and components tested.
Test eDM was also sent using 2 test A & B subject lines.
Campaign landing page tested to ensure functionality, easy navigation, & that the offers & t&c for each holiday park had been uploaded correctly.

Campaign briefing 1 page document sent to staff to be aware of the offer and to be scheduled in the campaign schedule. The document included contact details if there were any questions or issues during live phase of the campaign.

Google Analytics reports reviewed daily to check webpage hits and enquiry forms completed by website visitors.
Phone call to Park Managers to also check in regarding any feedback from their end regarding enquiries and bookings for the campaign.

Webpage - Unique visitors to the campaign webpage.
Enquiries - Enquires –online form and phone.
Sales - Sold holiday packages.
Redemptions - Caltex fuel cards redeemed.
Acquisition Stats - 64% new holiday park customers who were members but had not experienced the holiday parks before. Product Mix Sales reflected across all venues, indicating that the offer was relevant across the portfolio.
Revenue - The campaign generated > $100,000 additional revenue for the parks business.

Specific numbers have been removed for confidentiality.

Simple offer and consistent creative to deliver the message of the special deal.
Very cost effective using direct and digital channels at a low media cost.
Leveraged “Holidays with Kids” award on all collateral that was developed to further drive the credibility about the standard of the parks as an appealing holiday choice for young families.
Fuel cards were a real hit with customers and tied well with holiday parks product offering along with the Autumn campaign special offers.
Communicated the message via the creative that NRMA’s Holiday Parks were clean, modern, fun and affordable.