Campaign Early Bird gets the worm
ABTA’s annual Early Bird campaign persuades holidaymakers to book early. But with hundreds of members competing for attention, how could we connect them all to a disparate audience? ABTA entrusted Flagship to build a ‘digital honeypot,’ to connect members, customers, holiday deals and influencers together – all in one highly shareable space online.
We built an interactive world map filled with amazing holiday deals for brits who wanted to travel the world. It was unbelievably easy for members to use – they securely tweeted their best deals with #Earlybird and the destination, and the map populated itself automatically. We then drove traffic to the map with a blitz of paid, earned, shared and owned content.
The campaign smashed its targets. Early Bird bookings among ABTA members saw a big jump – while we’re not allowed to state the financials here, we can say that the website saw 8 times as many visitors; 30% more members participated and the reach of the campaign doubled from previous years. And what’s more – we did it 10% under budget.
ABTA Earlybird Campaign was awarded Best Use of Social Media for under £20,000 at the Travel Marketing Awards 2017