One New Zealand and Bookme already have a partnership in place to provide always on discounts off adventure and dining experiences for One New Zealand’s customers. Both parties were keen to amplify their partnership, promoting Bookme’s key offers in the Whitsunday Islands, as well as highlighting the exclusive offers One NZ customers can get through One NZ Rewards. Here’s how we approached this campaign...

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The Brief:

To promote Bookme’s extensive adventure and experience offerings in the Whitsundays, as well as highlighting the exclusive offers One NZ customers can get through One NZ Rewards.

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The Idea:

One New Zealand customers can already take advantage of always-on discounts on Bookme’s dining and adventure experiences across New Zealand and Australia, including the Whitsunday Islands. With the focus being on the Whitsundays, we worked with Bookme to curate the ultimate tropical getaway that would entice One NZ customers who wanted to escape the winter blues. The objective of this campaign was to position Bookme as the adventure destination for all bookings and highlight the exclusive offers One NZ customers can access through Rewards.

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Promoted through One NZ’s channels including an eDM, the My One NZ App, and both paid and organic socials, One NZ’s customers were given the chance to enter through One NZ Rewards, simply for being a One NZ customer. We also used Bookme’s owned channels to further promote this competition. The $15,000 prize package included a trip for four to the Whitsundays with return flights, 5 nights’ accommodation, three epic adventure activities, $500 Bookme voucher and One NZ provided an additional $5,000 spending money and travel insurance.

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The epic prize, combined with One NZ’s reach helped drive the success of this campaign.

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The Partner Objectives:

One NZ were looking to provide a premium experience through their Rewards programme. One NZ Rewards users love travel and Bookme wanted to promote their travel and experience offers in the Whitsunday Islands, so this seemed like the perfect match!

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The Results

• The highest entries ever received for a One NZ Rewards competition.

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• The One NZ eDM received double the average industry open rate.

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• One NZ’s paid social campaign drove strong traffic to site, making the CPC much lower than the expected benchmark.

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• Bookme’s eDM open rates were also high and comparable to One NZ with the click-through rate being the highest of any campaign they have run at close to 7%.

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• For Bookme, the real bonus of the campaign was that One NZ customer engagement and brand awareness of the Bookme always on offers has significantly increased post campaign with a 30% to 40% increase inactivity month on month.

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• 1 happy customer who is ecstatic to take her friends with her on holiday.