Spirit of Tasmania

Direct marketing reimagined – success redefined

Spirit of Tasmania challenged us to develop a concept for their annual direct content marketing campaign that could appeal to their diverse travellers’ needs and drive leads. Facing the pressures of low-cost flights and packaged ‘fly and drive’ offers from airlines, car-hire companies and travel agents, Spirit of Tasmania knew they needed an innovative and persuasive strategy that would inspire people and drive bookings.

HOW WE DID IT

Think

We started with a focus on the unique benefits and motivations for travelling by sea. We knew that to overcome any barrier to taking your own vehicle we needed to inspire people with ideas for how they might explore the ‘Apple Isle’, while also promoting the ease and flexibility of driving your own car.
Create

The idea for Amazing Tasmania was born: A 12week campaign of beautifully crafted editorial, including stories published by Spirit of Tasmania (and syndicated to partners) and a free, comprehensive guidebook highlighting driving itineraries and experiences found en route. Distribution was via an innovative blend of blogger outreach, social media, paid search and email marketing; all optimised to drive leads and engagement.
Evaluate

A massive success! Our novel, high-impact campaign outperformed the prior year on almost every measure. Year-on- year, there was a 34% increase in guide requests and a 33% increase on incremental database opt-ins. 10% of leads converted within 90 days to deliver significant revenue for the business, with a return on marketing investment of an astonishing 1458%.