A key challenge facing MAG is how to engage with their target customers much earlier in the customer journey to enable them to increase the mailable offline and online database.
Cogent Elliott was asked to develop an innovative, incentive campaign that would not only help to achieve the Group’s database objectives, but at the same time help to cross sell and up sell the wide range of products and services available at the airports.
The creative concept needed to work across a range of media but also flexible enough to be adapted for both summer and winter campaign activity. Our response to the brief was to develop the “Give him a break” campaign based on a humorous piggy bank character placed in different locations/settings.
The campaign has been hugely successful and has been short listed for the 2011 CIM Travel Marketing Awards, Most Innovative Campaign category.