Monarch Airlines is launching a direct mail campaign enabled with mobile image recognition platform, Blippar, to promote its new ski routes. Featuring British Triple Olympian and brand ambassador, Chemmy Alcott, the integration of Blippar allows Monarch customer’s to bring the slopes and new destinations to life via a mobile device.
Created by direct response and relationship marketing agency WDMP, the campaign aims to highlight to skier and snowboarders that Monarch’s new routes offer easy access to some of the best snow in Europe.
“The interactive DM pack produced by WDMP captured and brought together everything we hoped to achieve, commented James Massey, head of marketing at Monarch, “the pack looks fantastic and the Blippar experience is amazing.
“We really can’t wait for the coming winter season as Monarch continues to expand in new directions - in both our product offering and, crucially, our customer engagement approach.”
A ‘hot-list’ of 55,000 snow sport customers, targeted through a profiling tool developed by WDMP, will receive a supersized fold out mail pack. The pack unfolds to reveal a die-cut mountain range with aspirational images and action shots of the new destinations available to Monarch customers including Innsbruck, Grenoble, Friedrichshafen and Munich.
Once recipients download the free Blippar app on their smartphone or tablet all they need to do is to hover it over the pack to instantly explore the resorts, a 3D mountain and video introduction from Chemmy are also available, as well as footage of her training on the slopes. Users are also encouraged to share information about the resorts through their social media channels through an added photoshare function. This enables them to capture their photo inside a snow globe and share on Facebook. A series of extra videos are hidden across the mountainscape.
Managing director of WDMP, Craig Wheeler, added: “We are confident the involvement of augmented reality and social media channels will drive significant engagement and results.”