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Jason Steele, Director of E-MarketingLiberty TravelTuesday, February 26, 2008
Email and Complex PartnershipMarketing Campaigns
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About Liberty Travel
Founded in 1951
Created and pioneered concept ofone-price “package vacation” (air +hotel)
$2 billion annual sales
193 agency locations, primarily ineastern US
1200 travel agents
Acquired by Australia’s Flight Centre inNovember, 2007
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The Business Challenge
Aging demographic of customer base
Travel increasingly researched andsold online
Lack of consumer awareness aboutvalue of working with an agent
Do-it-yourself mentality on honeymoonplanning
Staffing, resource constraints
Co-op funding from suppliers
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The Solution
Focus on vacations that are highmargin and require a travel agent
Strategic partnerships with leadingwedding services providers
Online: TheKnot.com
Online + Offline: David’s Bridal
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Additional Benefits
Target younger demographic
Develop life-long customers
Drive qualified, online leads tohoneymoon specialists to close salesoffline
Strengthen value proposition ofworking with an agent
Grow house email list
Drive incremental revenues
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Subscriber Acquisition
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Data Flow
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Message Sequencing
Msg. #
Months
Before/After
Wedding Date
Message Theme Subject Line
1 Upon file import Welcome Message Congratulations on Your Engagement
2 12 months prior Budget planning Great Honeymoons Start with a Smart Budget
3 11 months prior Destination weddings Destination Weddings for Every Budget
4 10 months prior Top 10 destinations Top 10 Honeymoon Destinations
5 9 months prior Book early Great Ready for the Trip of A Lifetime
6 8 months prior Importance of an agent Liberty Travel and the Perfect Honeymoon
7 7 months prior Honeymoon web site Say ‘I Do’ With LibertyTravelHoneymoons.com
8 6 months prior Honeymoon registry Honeymoon Registry
9 5 months prior Bachelor/-ette parties Get the Party Started
10 4 months prior Importance of an agent It’s All About You
11 3 months prior Last-minute bookings It’s Not Too Late to Plan for Romance
12 1 month prior Congratulations Your Big Day is About Here
13Month ofwedding
Suppressed from allmailings
n/a
14 1 month after Welcome home Welcome Home
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Welcome Message
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11 Months Prior
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11 Months Prior, Cont.
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10 Months Prior
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6 Months Prior
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Welcome Back Message
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Migration to House List
2 months after wedding date, migrationto triggered series containing editorialabout popular travel destinations
9 months after wedding date, receiveAnniversary reminder mailing
10 months after wedding date,migration to house file to receiveweekly promotional emails
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Results
In 2007 added 20,000 new subscribersper month; to increase to 140,000 permonth in 2008
Fully automated process required noadditional headcount
2x average profit per sale vs. otherprograms and channels
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Credits/Thank You
Jason Steele, Liberty Travel
201-934-3761
