Titan Travel

Solution

Working with their agency The Lettershop Group, Titan Travel used customer research and insight to identify key customer segmentation groups - based on attitudes, values and needs. These would be used to frame the highly personalised content of their brochure. The campaign insight was collected from a database of 35 million people and used Kantar, TGI and GFK Financial Services tracker based on UK over-50s.

Titan achieved a match rate of over 97% of its database into 11 different customer segments which drove enhanced personalisation for communications, and market sizing for strategic guidance.

Based on its 34 best-selling Worldwide tours, the customer-centric brochure reflected the persona, life stages and desires of individual customers while pushing Titan’s most commercially focused trips.

Historical customer transactional data was also used to identify the different holidays its customers would prefer. This allowed Titan to spot any customers in danger of being lost, allowing them to prioritise them in future marketing.

Titan’s in-house studio used the extensive insight as the basis of its creative execution of the Worldwide brochure. With the campaign founded on personalised precision, a great deal of logistical complexity and creativity went into the brochure production strategy to ensure all the content, including messages, imagery and brochure layout would be specifically matched with the relevant customers.

Each brochure featured 87 unique touchpoints that tailored the output perfectly to each individual customer. 34 cover images were selected to reflect the next most likely holiday to be purchased by a customer. The cover included the customer’s name; inside, it referenced their last purchase and next three most likely bookings based on data analysis to provide a highly bespoke offering. The cover also featured a place-holder for customers to use as a bookmark adding a premium feel to the brochure.

On the back cover, the call-to-action visual, copy and messaging were tailored for the customer segment e.g. 'Busy Budgeters', who are time poor, prefer to get access to the information when convenient for them, often late at night, so a digital call-to-action was deployed for these customers.

For new customers, the brand identified any previous customer touchpoints and identified search behaviour on its website through unique identifiers per visitor and bricks and mortar profiles. This real-time data was essential to make the direct mail piece as relevant and targeted as possible for first-time bookers.

The personalised brochure was sent to a test cohort of 28% of the total mailing created by taking a 1 in X approach to enable an unbiased test.