Join The–Dots


A winner of many awards, including three DMAs, we cleverly used customer data throughout this campaign to prove that by offering customers personalised content, we could increase not only open and click through rates but conversion to booking their next flight as well. Rather than sit at the functional end of the travel decision, we connected with travellers while they were still in the consideration stages of planning their trips. We created a suite of emails that were easily cut along time of year, customer type, budget and departure airport. We tested the effectiveness of everything from using their departure airport in the subject line, to deep linking their preferences and having them pre-set when they clicked through to the Inspire Me tool on the main website. By joining the conversation earlier, using data that we knew would be recognised and relevant to them, we were able to deliver on our promise to make people feel every bit as important as the places we were taking them.


Alex Hess

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  • Senior Copywriter

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