Herve Le Feurve
Atout France, The French Tourist Board, engaged Digital Dialog to promote Wine Tourism in the Netherlands, with a target audience of affluent individuals, aged 40 to 60. The objectives of the campaign were :
To raise awareness about its wine regions, To attract more people to their vineyard based holidays.
Digital Dialog started the process by crafting ideas that would inspire the target audience to take vineyard holidays in France. It was important for the creative to sell the idea of these holidays, as they are not yet a mainstream concept. The creative team developed concepts suggesting wine routes and special offers to make it an attractive proposition for the audience.
Email was considered to be the best option for this campaign as we could target the specific age group with desired interest areas without any wastage. It was also important to have enough real estate for the inspiring message. We identified top quality and responsive data through our top travel publishers and overlaid the selections to target the 40 to 60-year-old age group with high income and a specific interest in bespoke travel holidays, fine wine and gourmet food.
The creative team prepared a beautiful creative with a strong call to action for the email campaign. Subject lines were A/B tested to ensure only the most responsive subject line was chosen. With data from previous campaign performance in the travel sector, we chose the most responsive day for travel campaigns to launch the campaign. The results were monitored in real time to optimise the campaign on an on-going basis.