is targeting its French travel trade market with a high impact three foot long French language mailer created by leading independent direct marketing agency, Clark McKay and Walpole. The campaign launches at the end of July to a highly targeted, pre-screened audience of 1,100 travel agents and tour operators based in and around the French cities of Bordeaux and Toulouse, promoting both key flybe. destinations with strong business links to the UK. The campaign will be supported by telemarketing follow up for maximum conversion.
Printed in flybe.‘s bold corporate blue, yellow and red, the three foot, high production mailer illustrates the benefits of using “the business traveller’s low fare airline” from both a booking and travel perspective emphasising the flexibility, frequency, convenience, comfort and service levels flybe. offers.
Mark McEachran, account director, Clark McKay and Walpole explains: “Travel agents have to make sure that their customers have a travel experience that is comfortable and fits in with their busy schedule and offers value for money. Our approach identifies with these needs and because we’re targeting a hugely busy audience, cut through is key to reaching them. Our three foot mailer should do the job nicely.”
Linzi Hill, trade marketing manager, flybe. adds: “We have a significant weight of above the line advertising activity this year in France along with our other European markets, but this direct mail campaign has a very focused travel agent audience. The Clark McKay and Walpole execution meets our objectives with an innovative, highly memorable creative that should drive excellent results.”Ê
The campaign art director is Rob Ferrara and copywriter is Liz Franklin.