british columbia case
DESCRIPTION
A case explaining how the Tourist Board changed its strategy from one-size-fits-all to a fully personalised direct marketing approach.TRANSCRIPT
© 2008 Fuji Xerox Co., Ltd. All rights reserved.
British Columbia Tourism and Blitz Cossette Advertising1:1 LabCase Study
Proof of concept
Just-in-time customizedtravel guides
© 2008 Fuji Xerox Co., Ltd. All rights reserved.
BC Tourism and Blitz Cossette Ad Agency Case Study
The Challenge
The Client wished to explore a more relevant user experience with:
No useable data (rented list)
Attracting Americans and Canadians to BC for a vacation
Managing the printing, warehousing and fulfillment of 60 000 X 5 tourism guides
Making vacationers book through their web sites or the call centre
Tracking customers for results
Client and agency were 2000 miles away
© 2008 Fuji Xerox Co., Ltd. All rights reserved.
BC Tourism and Blitz Cossette Ad Agency Case Study
The SolutionEstablished 6 questions on a website that collected
group make-up, budget,area of interest, activity interest, etc.
Expanded data collected to 2500 first-level variables
This delivered an almost infinite number of second-level variables
Worked across the web with the client, the agency,the Xerox Graphic Arts customer and TVG
Programmed the approximately 60% of the application at the root data level
Established weekly data collection and fulfillment runs
© 2008 Fuji Xerox Co., Ltd. All rights reserved.
Fully Variable and Customized Travel Guides for each potential visitor
© 2008 Fuji Xerox Co., Ltd. All rights reserved.
© 2008 Fuji Xerox Co., Ltd. All rights reserved.
© 2008 Fuji Xerox Co., Ltd. All rights reserved.
© 2008 Fuji Xerox Co., Ltd. All rights reserved.
© 2008 Fuji Xerox Co., Ltd. All rights reserved.
© 2008 Fuji Xerox Co., Ltd. All rights reserved.
© 2008 Fuji Xerox Co., Ltd. All rights reserved.
© 2008 Fuji Xerox Co., Ltd. All rights reserved.
© 2008 Fuji Xerox Co., Ltd. All rights reserved.
© 2008 Fuji Xerox Co., Ltd. All rights reserved.
© 2008 Fuji Xerox Co., Ltd. All rights reserved.
© 2008 Fuji Xerox Co., Ltd. All rights reserved.
© 2008 Fuji Xerox Co., Ltd. All rights reserved.
© 2008 Fuji Xerox Co., Ltd. All rights reserved.
© 2008 Fuji Xerox Co., Ltd. All rights reserved.
BC Tourism and Blitz Cossette Ad Agency Case Study
The Results
Reduced the package from over 112 pages (average)@ A4 to 24 pages digest-sized
Reduced postage from $5.80 to $1.70 in the USA and from $2.45 to $1.00 in Canada
Reduced warehousing costs
Increased collection of highly relevant consumer data
Elimination of calls for further information because of the high relevancy provided
Delivery of accurate pricing and information at all time
25% increase in ROI
Campaign won RSVP Gold for Customer Management
© 2008 Fuji Xerox Co., Ltd. All rights reserved.
Tourism British Columbia and Blitz Direct - Vancouver
BC Tourism and Blitz Cossette Ad Agency Case Study
ROI above excludes warehousing and soft costs – call center, customer interest growth
© 2008 Fuji Xerox Co., Ltd. All rights reserved.
One to One to Many
www.xerox.com/1to1lab
Thank You!