Utilising a synergistic event to build business and exposure

Odyssey Travel - Lifestyle

Utilising a synergistic event to build business and exposure

Odyssey Travel - Lifestyle

Business challenge

Odyssey Travel, Australia’s premier travel group for over 50s, is owned by the universities and operates as an independent, not-for-profit business. 

Whilst the strategic plan shows the company growing significantly to match the projections of Boomers & Seniors who wish to travel, the constraints of ownership and status mean the company looks for cost-effective ways to:

  • reward its loyal customers
  • grow its customer base
  • build brand awareness amongst the growing target group numbers

With the pending Australian release of the movie ‘The Best Exotic Marigold Hotel’, Odyssey Travel recognised valuable synergies between the theme, cast and potential appeal of the movie to their target audience, and the Odyssey philosophies of: 

  • challenging over 50’s traveller stereotypes 
  • finding new meaning in life and learning through travel

Working with a limited budget, Odyssey Travel asked Evergreen to develop and execute a multi-faceted public relations program which addressed their three key basic business objectives and maximised their modest investment.

Coincidentally, Odyssey’s 2012 program contains several tours to India, including one named ‘Indian Odyssey’ which includes Jaipur on its itinerary. This city is the setting for the movie.

Strategy

The movie itself would be the centrepiece of all activity as it had powerful potential to attract the interest of the target audience.

The strategy would be to invite people to a VIP premiere of the movie, where the audience could learn more about the Odyssey Travel business and their tours. This event would also act as a springboard to gaining PR opportunities, which would result in creditable stories about Odyssey Travel through the media.

The select target audience was segmented into three groups; existing Odyssey customers, potential clients and influencers. These groups were further defined to identify a core audience with the highest potential to respond or provide extended publicity value:

  • repeat Odyssey customers, who would be personally invited by the CEO of Odyssey Travel as loyalty reward
  • Over 50s associations, who would invite their members on behalf of Odyssey
  • commercial organisations dealing with over 50’s services or products, who would invite their customers on behalf of Odyssey
  • media and other influential VIP guests, who would be personally invited by Evergreen.

Execution

Two movie VIP premieres were arranged in Melbourne and Hobart to which:

  • Known repeat Odyssey customers were personally invited by the CEO of Odyssey Travel as loyalty reward
  • Associations in both cities were able to invite their members on Odyssey’s behalf, as new prospects
  • Commercial organisations such as Quadrant Super, and retail clothing chain Blue Illusion were able to invite their customers on Odyssey’s behalf
  • Media and other VIP representatives were personally invited by Evergreen

At both events, all touch points promoted Odyssey Travel:

  • VIP ticket desk from which all tickets were collected
  • signage in the cinema foyer areas
  • company representatives from Odyssey and Evergreen to greet guests
  • images from Odyssey trips and tour information shown on screen as guests entered theatre
  • welcome speech from CEO 
  • 2012 tour catalogue on all seats
  • prize-draw entry forms on all seats

A prize-draw chance to win Village Gold Class cinema tickets was used as an incentive for attendees to provide personal contact data.

To extend the campaign to the wider public, Village Cinemas promoted a special offer to Village Movie Club members when they purchased online tickets to ‘The Best Exotic Marigold Hotel’. The members were given the opportunity to enter a draw to win an Odyssey Travel package on the ‘Indian Odyssey’ tour.

The promotion was active during the cinema run of the movie and is being promoted on:

  • Village website homepage tile / web banner
  • a dedicated film promotional landing page
  • Village Movie Club (640,000 members) newsletter key banner 
  • Village Movie Club (640,000 members) newsletter promotional panel
  • Social media integration: Facebook campaign

Media exposure was also arranged in Melbourne and Hobart, with the Odyssey CEO attending press and radio interviews.

Evergreen planned, negotiated and managed all of the campaign activities, arrangements and opportunities.

Results

The result from Evergreen’s corporate partnership initiative was a great success. 

Blue Illusion sent an eDM to almost 800 people from their database, which was based on their geographical location to the cinema. With an open rate of 30.6% and an amazing conversation rate of 22.9% it was heralded a big success.

Quadrant Super sent out 1,286 physical DM’s to 1,377 people on their database, which had an overwhelming 10.34% response rate! 

Village Cinemas provided Odyssey Travel with 3 email blasts out to their database, which resulted in an excellent opening rate of 20.23% (on average).

As for social media integration, the promotion had exposure to over 37,756 members through Facebook.

The cinema events in both states were ‘sell outs’. Audience members totalled 388 in Hobart & 484 in Melbourne, which included 10 in Hobart & 14 in Melbourne targeted media attendees, and 4 key representatives.

The media coverage is being finalised however 3 executions have already been confirmed, with a media value of $26,165.80 and a credibility value of $78,497.40.

Business challenge

Odyssey Travel, Australia’s premier travel group for over 50s, is owned by the universities and operates as an independent, not-for-profit business. 

Whilst the strategic plan shows the company growing significantly to match the projections of Boomers & Seniors who wish to travel, the constraints of ownership and status mean the company looks for cost-effective ways to:

  • reward its loyal customers
  • grow its customer base
  • build brand awareness amongst the growing target group numbers

With the pending Australian release of the movie ‘The Best Exotic Marigold Hotel’, Odyssey Travel recognised valuable synergies between the theme, cast and potential appeal of the movie to their target audience, and the Odyssey philosophies of: 

  • challenging over 50’s traveller stereotypes 
  • finding new meaning in life and learning through travel

Working with a limited budget, Odyssey Travel asked Evergreen to develop and execute a multi-faceted public relations program which addressed their three key basic business objectives and maximised their modest investment.

Coincidentally, Odyssey’s 2012 program contains several tours to India, including one named ‘Indian Odyssey’ which includes Jaipur on its itinerary. This city is the setting for the movie.

Strategy

The movie itself would be the centrepiece of all activity as it had powerful potential to attract the interest of the target audience.

The strategy would be to invite people to a VIP premiere of the movie, where the audience could learn more about the Odyssey Travel business and their tours. This event would also act as a springboard to gaining PR opportunities, which would result in creditable stories about Odyssey Travel through the media.

The select target audience was segmented into three groups; existing Odyssey customers, potential clients and influencers. These groups were further defined to identify a core audience with the highest potential to respond or provide extended publicity value:

  • repeat Odyssey customers, who would be personally invited by the CEO of Odyssey Travel as loyalty reward
  • Over 50s associations, who would invite their members on behalf of Odyssey
  • commercial organisations dealing with over 50’s services or products, who would invite their customers on behalf of Odyssey
  • media and other influential VIP guests, who would be personally invited by Evergreen.

Execution

Two movie VIP premieres were arranged in Melbourne and Hobart to which:

  • Known repeat Odyssey customers were personally invited by the CEO of Odyssey Travel as loyalty reward
  • Associations in both cities were able to invite their members on Odyssey’s behalf, as new prospects
  • Commercial organisations such as Quadrant Super, and retail clothing chain Blue Illusion were able to invite their customers on Odyssey’s behalf
  • Media and other VIP representatives were personally invited by Evergreen

At both events, all touch points promoted Odyssey Travel:

  • VIP ticket desk from which all tickets were collected
  • signage in the cinema foyer areas
  • company representatives from Odyssey and Evergreen to greet guests
  • images from Odyssey trips and tour information shown on screen as guests entered theatre
  • welcome speech from CEO 
  • 2012 tour catalogue on all seats
  • prize-draw entry forms on all seats

A prize-draw chance to win Village Gold Class cinema tickets was used as an incentive for attendees to provide personal contact data.

To extend the campaign to the wider public, Village Cinemas promoted a special offer to Village Movie Club members when they purchased online tickets to ‘The Best Exotic Marigold Hotel’. The members were given the opportunity to enter a draw to win an Odyssey Travel package on the ‘Indian Odyssey’ tour.

The promotion was active during the cinema run of the movie and is being promoted on:

  • Village website homepage tile / web banner
  • a dedicated film promotional landing page
  • Village Movie Club (640,000 members) newsletter key banner 
  • Village Movie Club (640,000 members) newsletter promotional panel
  • Social media integration: Facebook campaign

Media exposure was also arranged in Melbourne and Hobart, with the Odyssey CEO attending press and radio interviews.

Evergreen planned, negotiated and managed all of the campaign activities, arrangements and opportunities.

Results

The result from Evergreen’s corporate partnership initiative was a great success. 

Blue Illusion sent an eDM to almost 800 people from their database, which was based on their geographical location to the cinema. With an open rate of 30.6% and an amazing conversation rate of 22.9% it was heralded a big success.

Quadrant Super sent out 1,286 physical DM’s to 1,377 people on their database, which had an overwhelming 10.34% response rate! 

Village Cinemas provided Odyssey Travel with 3 email blasts out to their database, which resulted in an excellent opening rate of 20.23% (on average).

As for social media integration, the promotion had exposure to over 37,756 members through Facebook.

The cinema events in both states were ‘sell outs’. Audience members totalled 388 in Hobart & 484 in Melbourne, which included 10 in Hobart & 14 in Melbourne targeted media attendees, and 4 key representatives.

The media coverage is being finalised however 3 executions have already been confirmed, with a media value of $26,165.80 and a credibility value of $78,497.40.

Want to increase the effectiveness of your communications with Boomers and Seniors?

Want to increase the effectiveness of your communications with Boomers and Seniors?