PRINTING CASE STUDIES

Flight Centre Travel Group

Direct mail communication

As the most productive brand within the global travel organisation Flight Centre Travel Group, Australia’s Travel Associates has an enviable reputation for experience and expertise, keeping its customers loyal by providing them with a constant source of inspiration through its customer magazine and range of brochures.

OBJECTIVE
Sent to customers every quarter, The key objective of Travel Associates’ customer magazine is to provide inspiration to existing clients in between consultations, as well as convert prospective clients to becoming loyal customers. As the brand’s flagship piece of marketing collateral, it also aims to provide partners with a regular channel for them to market their products to a knowledgeable and affluent audience.

METHOD
Titled Inspirations, the magazine provides a wealth of entertainment, information and ideas about the readers’ next holiday, with specific details of the latest destinations, holiday types and packages. This content supports other Travel Associates campaign and tactical marketing activity, with similar content used across the full range of social media and programmatic channels. Travel Associates also produce a number of brochures, which offer a hand-picked selection of luxury hotels and resorts to give clients a taste of the properties available through the brand. As well as stunning imagery and descriptions, authentic reviews of the holidays are provided by advisers, which drives clients to directly engage with them for follow-up advice and enquiries.

RESULTS
Magazine subscribers who book with Travel Associates within two months of distribution generate an average of $15m in total transaction value. One edition of the magazine contributed to a 9.97% response rate and an average transaction value of just under $9,000 per customer. Along with other marketing activity such as catalogues, online and social, the brand has an 80% repeat booking rate, with the domestic sector making up 15% of total Travel Associates bookings in 2017, equalling $29m in transaction value.

CONCLUSION
With a long shelf life and circulation that rivals Australia’s largest travel magazines, Inspirations is the ideal vehicle to reach the brand’s demographic and high value target audience. Having gone through significant growth, with the number of stores increasing by double from 50 to 100+ across Australia, Travel Associates regard Inspirations as an important tool for engaging this expanded client base and introducing them to the breadth of holidays and expertise available through the brand.