In the first quarter of 2011, Travelpro Luggage was preparing several new product releases for the third and fourth quarter of 2011. This provided a unique window of opportunity for brand promotion without attachment to a specific collection of luggage. To take advantage of this, we created a promotion that would increase Travelpro’s brand awareness and cachet with leisure travelers, drive traffic to Travelpro’s specialty and mass market retailers, while also adding to their robust customer database for future relationship marketing.
After considering may options, we chose Conde Nast Traveler as our media partner as its sophisticated reader demographics were ideal to support and elevate the Travelpro Brand. Working together with the magazine, we put together a Sweepstakes promotion offering registrants the chance to win an incredible 12-day, 10-city European Vacation culminating with three nights Paris, including a visit to the famous Eiffel Tower, Travelpro’s familiar logo. To promote the sweepstakes, we negotiated an aggressive media schedule with our partners at Conde Nast Traveler, including print ads featuring Microsoft “Click Tags”, an e-mail campaign sent directly to both Conde Nast Traveler and Travelpro databases, as well as an widespread CPC and CPM online ad campaign targeting frequent travelers. Entry was via an interactive banner ad or through our dedicated entry microsite which featured a mobile entry form, facilitating ease of entry by smartphone users.
