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Monarch Airlines unveils AR direct marketing campaign

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By Ishbel Macleod, PR and social media consultant

November 20, 2013 | 2 min read

Monarch Airlines has unveiled an augmented reality (AR) direct mail campaign with WDMP, providing a 360 degree virtual reality guide to Monarch’s ski resorts.

Monarch’s virtual mountain is part of a direct campaign that starts with a teaser email to make people look out for something exciting in the post.

The campaign is part of Monarch’s strategy to become the ‘go to’ airline for independent skiers, with visitors to the virtual Monarch Mountain with a virtual ski slope, high quality graphics and a 360 degree ‘photosphere’ view complete with realistic falling snow and sound.

WDMP has created the campaign using technology which doesn’t require consumers to download an AR reader to enter the Monarch Mountain, making it accessible with one click from any tablet, smartphone, laptop or PC.

Liam Gibson, direct marketing manager at Monarch Airlines, said: “Last year’s campaign used AR to create the ultimate ‘Destination Inspiration’ experience for Skiers and in doing so, our best performing direct campaign. This year we are pushing the boundaries even further by using the latest technology to put our curious and digitally savvy independent skier right on the ski slope.”

This campaign builds on activity created by WDMP to enhance consumer experience at the Ski and Snowboard Show in Manchester and London, sponsored by Monarch, last month.

“As a relatively new entrant to the ski market Monarch needs to stand out, be known for something among the ski community but also reach a bigger audience than its own prospect pool through social sharing," Craig Wheeler, managing director at WDMP said. “We believe by combining insight into how independent skiers research their next holiday with the very latest in innovative technology this campaign meets all these requirements and creates a unique experience that is inspiring, exciting and highly shareable.”

On the Monarch Mountain, visitors can also watch ski tip videos from the Ski Club of Great Britain, access the latest snow reports and enter a ‘Postcard’ competition to win free flight tickets which encourages sharing of the campaign by ‘posting’ a virtual, personalised postcard to friends via social media.

Content created with:

WDMP

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