We built a journey that focused on alleviating customer anxiety, in order to leave as much headspace for getting excited for their holiday as possible.
A twin-tracked comms journey that worked to drain away pre-holiday tension and top up with pre-holiday excitement. We then used live data to add ‘moment-of-open’ personalisation to ensure that across 34 touch points we delivered an innovative and seamless Virgin Holidays service experience. With clever, targeted communications like ‘Time on your Hands’ landing on the first day back at work, Proximity boosted the campaigns relevance, and enticed customers to browse the Virgins sale; rather than the other mundane tasks they had to do.
Over £550K in annualised incremental value consisting up of £250K in service savings and a 34% increase in upsell revenue, delivering an annualised ROI of £7.68:1. We also saw massive engagement rates and increased customer satisfaction – thanks to emails so good they were shared on Instagram.