Lime World
How do you turn major supply-chain changes to your advantage?
Lime World is an established b2b travel intermediary supplying British Airways flights to travel agents for two audience segments: inclusive tours and group bookings.
Our brief
“We need to communicate the benefits of the new service announcements from British Airways to our customer base, and ultimately boost sales during our peak booking season.”
BA services had undergone a series of significant updates – including changes to routes and in-flight meal options. The challenge was threefold: use these updates to drive bookings; strengthen Lime World’s position as a BA specialist; and counteract unfavourable press coverage generated by some of the changes.
A quick turnaround was vital: we received the brief mid-November for a 20 December launch date.
Our brief
“We need to communicate the benefits of the new service announcements from British Airways to our customer base, and ultimately boost sales during our peak booking season.”
BA services had undergone a series of significant updates – including changes to routes and in-flight meal options. The challenge was threefold: use these updates to drive bookings; strengthen Lime World’s position as a BA specialist; and counteract unfavourable press coverage generated by some of the changes.
A quick turnaround was vital: we received the brief mid-November for a 20 December launch date.
The delivery
- We first identified the most compelling benefits of BA’s service changes: they allow travel companies to better 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 even the most demanding requests.
- To incentivise engagement, an online competition offered the chance to win a trip to New Orleans or Murcia (two of BA’s new destinations) by playing a simple Yes/No game. To educate customers, all questions were based on Lime World and BA’s new service offer.
- Emails and a campaign landing page reached Lime’s database of existing customers, supported by banner ads for re-targeting. Follow-up activity included the creation of ‘holiday suitcases’ for competition winners, featuring bespoke maps and destination guides.
The delivery
- We first identified the most compelling benefits of BA’s service changes: they allow travel companies to better 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 even the most demanding requests.
- To incentivise engagement, an online competition offered the chance to win a trip to New Orleans or Murcia (two of BA’s new destinations) by playing a simple Yes/No game. To educate customers, all questions were based on Lime World and BA’s new service offer.
- Emails and a campaign landing page reached Lime’s database of existing customers, supported by banner ads for re-targeting. Follow-up activity included the creation of ‘holiday suitcases’ for competition winners, featuring bespoke maps and destination guides.
Key results
- The campaign generated interactions with 130 agents, contributing to a 14% uplift in passengers booked.
- 35% of visitors to the microsite entered the competition.
- Given that players needed to get all ten questions correct to enter, this points to a highly engaged audience that fully understood the new service updates.
Key results
- The campaign generated interactions with 130 agents, contributing to a 14% uplift in passengers booked.
- 35% of visitors to the microsite entered the competition.
- Given that players needed to get all ten questions correct to enter, this points to a highly engaged audience that fully understood the new service updates.
Kind words and warm applause
“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 World
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