Design Your Own Winter Getaway encouraged Fly Buys members to imagine their dream winter holiday and capture the essence of what that looked like. This information was then used to make relevant offers, convert them to new customers and drive incremental spend for Fly Buys partners.

As a key travel partner of Fly Buys, helloworld Travel had run campaigns through Loyalty NZ's channels to amplify existing travel offers. However, over time this activity delivered declining results. A review recommended an overhaul to the creative approach, generosity of offers across a broader range, and longer promotional periods.

Winter Getaway was the perfect opportunity for helloworld to test the recommendation. The offer was a generous 2x Fly Buys points across all travel, if booked during the promotional period.

Email was the perfect channel to deliver a tailored and personalised communication in an emotive way.

The first email used a completely new approach to previous creative, featuring a carousel of travel images to pique customers’ interest. To improve engagement, the campaign featured a quiz, which captured their travel preferences. This then “unlocked” relevant travel offers and dynamically inserted inspiring imagery and content aligned to their travel choice in the next email.

Loyalty NZ's analytics smarts were used to target both international and domestic travellers, based on “propensity to travel” and using “lookalike” models.

The average unique open rate was a massive 48.54% and unique CTR of 4.05%, well above the previous 6 months campaigning, which had an average open rate of 30.65% and CTR of 1.7%.

There was a remarkable increase in Fly Buys members purchasing at helloworld as a result of the campaign compared to previous 6 months of BAU campaigning. Of these, 44% were shopping at helloworld for the very first time – a significant acquisition success.