AMS were appointed, in partnership with the creative agency, when the core of the media brief focused on driving enquiries from offline media: TV and National Press. The aim was to achieve a more scientific approach to campaign effectiveness by measuring and then optimising the marketing mix to achieve maximum return.
A large scale piece of database analysis took place to identify the customers segments which represented the most profitable passengers. Given these insights we were able to evaluate the candidate media and begin a test programme to identify the most rewarding channels within a defined catchment area. The analysis highlighted the importance of digital media and as a result the balance between offline and online media was reversed. Far greater emphasis was placed on PPC and Display (Prospecting, Retargeting and Remodelling) all optimised to deliver CPA and revenue goals.
YOY sales volume increase = 10% YOY CPA reduction = 14%
Our successful relationship with Condor is still going strong after more than 10 years.
"Their experienced team continues to drive improved performance of our digital marketing channels whist ensuring we are kept aware of new opportunities for our business. Their well resourced team allows us to react quickly and efficiently to market conditions maximising our investment" - Justin Amey, Head Of Marketing.