House of Travel Logo

In line with House of Travel’s above-the-line brand launch (Better Together) we invited the nation to Get A Better Bucket List. The campaign centred around an intuitive and intelligent microsite, that allowed consumers to “chat” with Lucy about their ultimate holiday destinations and experiences.

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of KPIs exceeded within the first month (of a three month campaign)

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conversion rate

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actual competition entries vs goal of 8,400

Challenge

House of Travel were launching an above-the-line campaign, bringing back “Lucy” as the face of the brand. Their new positioning centred around the idea that holidays are “Better together”. Our role was to create a digital component of the campaign by developing a tool that could live on beyond the campaign.

Solution

The “Get A Better Bucket List” idea was form and at the heart sat a microsite. The bucket list was used as a shorthand way of communicating “once in a lifetime travel experiences” and invited New Zealanders to give their list an upgrade. We recommended a promotional aspect to the campaign, to increase traffic to the microsite, where travellers could enter their dream holiday to win it for real – as well as get inspired about their next big trip.

Result

The campaign ran over a three month period with KPIs being met within the first month. The competition received 12,000 entries versus a goal of 8,400, delivering a 79% conversion rate.

dentsu

Part of dentsu international, dentsu New Zealand helps clients to win, keep and grow their best customers and achieve meaningful progress for their businesses. With best-in-class services and solutions in media, CXM, and creative, dentsu international operates in over 145 markets worldwide with more than 46,000 dedicated specialists.