Lime World
A seasonal digital campaign to promote new flight offers
Lime World is an established b2b travel intermediary supplying British Airways flights, under an exclusive agreement, to travel agents for two audience segments: inclusive tours and group bookings.
Lime has a focus on customer centricity and offers innovative flight booking solutions and service to travel organisers.
Our brief
“We need to communicate the benefits of the new service announcements from BA to our customer base and ultimately boost sales during our peak booking season (Q1 2017).”
- BA services had undergone a series of significant updates (including changes to routes, flight capacity and in-flight meal options) in the lead-up to Lime’s most important booking period.
- The challenge was to use these updates to drive bookings for the new year, as well as strengthen Lime’s position as a BA specialist and counteract the unfavourable press coverage received by some of the changes.
- A quick turnaround was vital – we received the brief in mid-November for a December 20th launch date.
Our brief
“We need to communicate the benefits of the new service announcements from BA to our customer base and ultimately boost sales during our peak booking season (Q1 2017).”
- BA services had undergone a series of significant updates (including changes to routes, flight capacity and in-flight meal options) in the lead-up to Lime’s most important booking period.
- The challenge was to use these updates to drive bookings for the new year, as well as strengthen Lime’s position as a BA specialist and counteract the unfavourable press coverage received by some of the changes.
- A quick turnaround was vital – we received the brief in mid-November for a December 20th launch date.
The delivery
“A digital campaign that used email, banner advertising and an interactive competition to deliver our central proposition – that tour operators using BA now have greater choice and an enhanced ability to please exacting customers.”
- We identified the most compelling benefits of BA’s numerous service changes – a more extensive offer that gives travel companies the tools to satisfy individual travel preferences.
- This proposition was brought to life with a creative route – More ways to say YES! – that dramatised the typical tour operator’s newfound ability to meet the most demanding requests from passengers.
- To incentivise engagement, we developed an online competition that extended the campaign theme. Participants had the chance to win a trip to New Orleans or Murcia (two of BA’s new flight destinations) by taking part in a simple Yes/No game. To educate customers, all questions were based on the news about Lime and BA’s new service offer.
- A series of emails and a campaign landing page were developed to reach Lime’s database of existing customers, supported by banner ads for re-targeting.
- Follow-up activity included a ‘holiday suitcase’ for competition winners that included a bespoke map and destination guide among other free gifts. We designed and sourced all aspects of this giveaway, which received fantastic feedback from the winners of the competition.
The delivery
“A digital campaign that used email, banner advertising and an interactive competition to deliver our central proposition – that tour operators using BA now have greater choice and an enhanced ability to please exacting customers.”
- We identified the most compelling benefits of BA’s numerous service changes – a more extensive offer that gives travel companies the tools to satisfy individual travel preferences.
- This proposition was brought to life with a creative route – More ways to say YES! – that dramatised the typical tour operator’s newfound ability to meet the most demanding requests from passengers.
- To incentivise engagement, we developed an online competition that extended the campaign theme. Participants had the chance to win a trip to New Orleans or Murcia (two of BA’s new flight destinations) by taking part in a simple Yes/No game. To educate customers, all questions were based on the news about Lime and BA’s new service offer.
- A series of emails and a campaign landing page were developed to reach Lime’s database of existing customers, supported by banner ads for re-targeting.
- Follow-up activity included a ‘holiday suitcase’ for competition winners that included a bespoke map and destination guide among other free gifts. We designed and sourced all aspects of this giveaway, which received fantastic feedback from the winners of the competition.
Key results
- The Q4 campaign generated interactions with 130 agents, contributing to a 14% uplift in passengers booked.
- 35% of those that visited the microsite entered the competition – a total of just over 140 competition entries.
- Given that players had to get all ten questions right to enter, this points to a highly engaged audience who fully understood the benefits of the new service updates.
Key results
- The Q4 campaign generated interactions with 130 agents, contributing to a 14% uplift in passengers booked.
- 35% of those that visited the microsite entered the competition – a total of just over 140 competition entries.
- Given that players had to get all ten questions right to enter, this points to a highly engaged audience who fully understood the benefits of the new service updates.
Kind words
“We gave Upp a really challenging brief with a tight deadline. The team more than met our expectations, responding with a highly effective campaign that used a strong central proposition and some fun interactive elements to capture our customers’ attention.”
Natalie Blanchard, Marketing Manager, Lime
Ready to start your journey Uppwards?
If you need an outside perspective to understand how great b2b marketing thinking can help your business get to the next level, then let’s talk.
Ready to start your journey Uppwards?
If you need an outside perspective to understand how great b2b marketing thinking can help your business get to the next level, then let’s talk.