Wales Tourist Board
For the WTB, just as important as vacationers in Wales was acquiring new leads - and permission to market to them. We worked with the client to develop a compelling offer, with the agency to ensure tight creative and messaging integration with the offline campaign, and with both to identify the right target profile against which to build the media plan. The campaign was a mix of banners, text and HTML emails, and opt-in newsletter sponsor placements, all driving to a special offer and data capture web page. The result was leads captured at a significantly lower average CPA than any of their previous campaigns.