Portfolio

Fuse Digital designed and developed the campaign concept along the lines of enabling the entrant to choose and 'picture' their next holiday experience. The 'Picture Me There' campaign elements were developed to support this concept.

The online banners linked to a landing page or microsite, which contained competition information and entry form. Filling in the entry form entitled the entrant a chance to win the grand prize ($10,000 Travel Card).

Upon submission of entry, the entrant is given an additional incentive to win a weekly prize ($200 Travel Card) and receive a special accommodation discount by filing in the 'send to a friend' form. The 'friend' received an email promoting and linking to the competition.

The online competition campaign strategy included:

• Online Banners: Used in various online advertising campaigns including Google Placement Targeting.
• Microsite: Included the competition landing page, entry form and competition information, as well as the referral campaign ('send to a friend').
• Email and Database: Confirmation emails and a 'send to friend' email and database to store entrants' details.
• Google Placement Targeting: Used online banner advertising to appear on selected websites in the Google Network.

The brief was successfully met, delivering:

• Thousands of entrants and sign-ups to the Best Western marketing database
  Friend referrals equivalent to 43% of entrants
• Over half a million impressions and over 12% of total visitors via Google Placement Targeting - the only ad-related source in the top 5 traffic sources
• Last but not least, the successful campaign brings in another happy customer.

"The result was great, a good conversion rate of entry from the page visit. The referral mechanism certainly worked." - Charles Chau, Marketing Executive, Best Western Australasia