SASS appointed by ATD Travel and Disney to Complete Orlando
ATD Travel Services and Disney has launched a its latest Holiday package Complete Orlando which saw Cheshire-based agency SASS devise and implement its marketing strategy.
The supplier of pre-booked tickets to USA tourist attractions has established the new brand to expand its offering and provide customers with a complete solution for holidays to Orlando.
Utilising digital, advertising, design and direct mail, SASS devised an integrated campaign led by a digital initiative to drive interest and registrations for great holidays deals. It was also supported by offline activity including direct mail and press advertising.
The campaign kicked off with a teaser email delivered to ATD’s existing customer base to create interest in the new brand. This was followed by an official launch email to introduce Complete Orlando to its target audience and encourage customers to register on its news.
SASS’ digital team also created an interactive game which featured on the Complete Orlando website. Designed to engage customers and encourage brand interaction, the viral game offered visitors the chance to win a Florida holiday worth £5,000 and resulted in over 42,000 visits and 12,000 registrations.
Supporting offline activity involved design and distribution of an eye-catching direct mail pack which landed on the doorsteps of over 40,000 customers and also delivered strong conversion to booking. A classified campaign also ran in the News of the World and Mail on Sunday.
Anthony Diver, head of digital at SASS, commented: “Aspects of this campaign required us to work directly with Disney to recreate some of the most high profile cartoon character graphics to a standard that was reflective of the world famous brand. We’re delighted with the finished product and the overall receptiveness of the target audience has been great.”