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Jason Steele, Director of E-MarketingLiberty TravelTuesday, February 26, 2008

Email and Complex PartnershipMarketing Campaigns


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About Liberty Travel

Founded in 1951

Created and pioneered concept ofone-price “package vacation” (air +hotel)

$2 billion annual sales

193 agency locations, primarily ineastern US

1200 travel agents

Acquired by Australia’s Flight Centre inNovember, 2007


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The Business Challenge

Aging demographic of customer base

Travel increasingly researched andsold online

Lack of consumer awareness aboutvalue of working with an agent

Do-it-yourself mentality on honeymoonplanning

Staffing, resource constraints

Co-op funding from suppliers


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The Solution

Focus on vacations that are highmargin and require a travel agent

Strategic partnerships with leadingwedding services providers

Online: TheKnot.com

Online + Offline: David’s Bridal


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Additional Benefits

Target younger demographic

Develop life-long customers

Drive qualified, online leads tohoneymoon specialists to close salesoffline

Strengthen value proposition ofworking with an agent

Grow house email list

Drive incremental revenues


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Subscriber Acquisition


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Data Flow


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Message Sequencing

Msg. #

Months

Before/After

Wedding Date

Message Theme Subject Line

1 Upon file import Welcome Message Congratulations on Your Engagement

2 12 months prior Budget planning Great Honeymoons Start with a Smart Budget

3 11 months prior Destination weddings Destination Weddings for Every Budget

4 10 months prior Top 10 destinations Top 10 Honeymoon Destinations

5 9 months prior Book early Great Ready for the Trip of A Lifetime

6 8 months prior Importance of an agent Liberty Travel and the Perfect Honeymoon

7 7 months prior Honeymoon web site Say ‘I Do’ With LibertyTravelHoneymoons.com

8 6 months prior Honeymoon registry Honeymoon Registry

9 5 months prior Bachelor/-ette parties Get the Party Started

10 4 months prior Importance of an agent It’s All About You

11 3 months prior Last-minute bookings It’s Not Too Late to Plan for Romance

12 1 month prior Congratulations Your Big Day is About Here

13Month ofwedding

Suppressed from allmailings

n/a

14 1 month after Welcome home Welcome Home


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Welcome Message


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11 Months Prior


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11 Months Prior, Cont.


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10 Months Prior


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6 Months Prior


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Welcome Back Message


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Migration to House List

2 months after wedding date, migrationto triggered series containing editorialabout popular travel destinations

9 months after wedding date, receiveAnniversary reminder mailing

10 months after wedding date,migration to house file to receiveweekly promotional emails


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Results

In 2007 added 20,000 new subscribersper month; to increase to 140,000 permonth in 2008

Fully automated process required noadditional headcount

2x average profit per sale vs. otherprograms and channels


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Credits/Thank You

Jason Steele, Liberty Travel

[email protected]

201-934-3761

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