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Strategy & Planning
Tourism Holdings Limited is the largest provider of holiday vehicles for rent and sale in Australia and New Zealand, with a growing presence in the USA. THL needed support from an agency with specialist email marketing experience, in order to help plan and execute a successful digital communications project within challenging timeframes.
The project involved the migration of transactional emails, across 6 different brands and multiple regions, from an outdated incumbent system to a new platform. With internal technical resources stretched, THL needed a partner who could manage the entire process from end to end, without risk of any delays or disruptions to service.
We worked with THL to develop a three-part email series for gobycamper.com, inspiring web visitors to sign up for The Ultimate Campervan Guide. This involved a content plan, best-practice data capture tactics and website integration, the design of a super flexible, mobile-optimised email template, and deployment of a highly engaging email sequence.
We then developed and led a project plan to manage the complete migration of all transactional emails from an incumbent system to a more open and flexible platform which provides greater control and visibility of program performance. In order to minimise the resource impact for THL, we fully managed the required API integration, enabling the migration to be completed without any significant changes to existing data transfer processes.
Since launching The Ultimate Campervan Guide email series, we’re seeing engagement rates over 300% higher than industry averages.
Successfully managing the redevelopment of all pre-travel email communication for six brands across multiple regions has resulted in engagement rates of more than four times the industry average and with high rates of goal completion.
The THL marketing team now has far greater control over their email communications, enabling them to confidently analyse performance data and identify valuable insights.
Calibrate is now supporting THL on an ongoing basis, providing strategic advice and specialist resources to help drive forward its digital communications with both new and loyal customers.