To date, Equifax has delivered over 25,000 email signups to Gate 1 Travel. Through Equifax, Gate 1 has acquired ~90% of their newsletter signup base.
Gate 1 Travel
Gate 1 Travel offers escorted tours, river cruises, sea cruise packages and independent holidays. Their target market is primarily travelers who are 50 years and older and seeking high quality travel ranging from a superior tourist class to moderate deluxe level of accommodation with the highest standard of service.
Problem
Gate 1 Travel (Australia) is a subsidiary of Gate 1 Travel (USA), a company that has been operating for over 34 years. When they opened the Australian operation in 2014 they had very little brand presence. They engaged Equifax to help them increase their brand awareness in the Australian market and also to help them sell travel related services to the Australian consumers.
Solution
One of the key marketing strategies that Gate 1 has successfully implemented in the US market was to develop an email newsletter base and send weekly promotions to deliver sales. They wanted to replicate this strategy in Australia and engaged Equifax to come up with cost effective ways to grow their newsletter base in Australia.
The solution from Equifax was to provide a performance based pricing model where Gate 1 only paid for new registrations to Gate 1 Travel for acquiring newsletter subscribers. Gate 1 limited subscriber acquisitions to people aged 45-79 years.
This was approached using 2 channels:
- Co-registration, which delivered email subscribers to Gate 1 via online survey path on the offersnow.com.au website
- Equifax also created a microsite through which prospects could subscribe
The Lead Gen team from Equifax then set about driving traffic to the site using a range of inventory (including eDM creative, display banners) to a landing page/microsite requesting prospects to register for Gate 1’s newsletter. In addition, Equifax set up and managed a Facebook page to direct targeted ads for increased microsite traffic and subscriptions.
Outcome
To date, Equifax has delivered over 25,000 email signups to Gate 1 Travel. Through Equifax, Gate 1 has acquired ~90% of their newsletter signup base.
The lead generation strategy from Equifax has exceeded expectations for Gate 1 for required membership within the targeted demographic as well as met sales expectations to those members.
Additionally, a recent Facebook campaign has resulted in over 800,000 impressions and positive feedback and brand exposure.
