Cases studies

Positioning Australia as a Honeymoon Destination through joint branding promotions with leading Wedding Companies “1001 Listes” and “Pronuptia” - March 2009

• Agencies : Interface Tourism France
• Services : Consumer Promotion

Brief

Australia is a long haul destination for the French and given the difficult economic situation in 2009, the strategy was to focus on resilient market segments in order to maximize volume.
The honeymoon segment was identified by Tour and Incoming Operators as one of France’s main growth segments.
Maximize promotion through co-branding activities with the leading bridal gown company “Pronuptia” and the leading online wedding list company “1001 Listes”.

Tactics

Develop a partnership with the leading French wedding store chain “Pronuptia”. The aim of the promotion was to present and position Australia as a honeymoon destination in collaboration with a very well established wedding brand. A cross-media campaign was designed to maximize Australia’s visibility by means of:

• The creation of a dedicated honeymoon brochure which was included in wedding packs given to all Pronuptia’s clients in their 49 outlets throughout France.
• A “Win a Honeymoon in Australia” competition was launched with its own dedicated page giving destination content and information
• Banners were placed and a quiz was featured on various pages of the Pronuptia website Increase Australia’s Internet visibility as a honeymoon destination through a partnership with “1001 Listes”, the leading French online wedding platform which has over 2 millions visitors per month. The promotion included a variety of activities:
•   During a 7 week period, weekly articles on Australia were published in the honeymoon section, resulting in a significant increase in visibility for Australia.
•   An online competition to win a honeymoon in Australia ran for 4 weeks. The competition was promoted by sending newsletters to 40,000 contacts and banners were placed and news items featured on the “1001 Listes” blog and Facebook page.
•   The competition was also promoted by means of window displays in the 13 outlets that “1001 Listes” has in France as well as by distributing the Australian honeymoon brochure and special gifts from Australia (bottles of wine) to “1001 Listes” customers.
•   A postal mailing which included a tactical offer from a Tour Operator and the honeymoon brochure was sent to a segmented list of contacts that were planning their honeymoon within the next 6 months.

Result

• 25,000 honeymoon brochures were distributed
• Media coverage valuing 175,000€ was obtained
• More than 9 industry partners were involved in the promotion
• 2,200 people registered for the competitions