Shorts Winter Sale
Campaign Summary
The Intrastate Shorts Winter Sale campaign offers the opportunity for South Australians to travel around their own beautiful state whilst getting exceptional value for money.
Various operators from the South Australian Shorts book offer an EXTRA NIGHT FREE to their existing advertised Shorts package as seen in the 2009/2010 Shorts book. Operators that do not offer accommodation offer an additional bonus.
The Shorts Winter Sale campaign is supported by targeted marketing push through television, press, editorial. catalogue inserts, digital advertising, email advertising to 27,000 people and direct mail to over 40,000 people.
The Shorts Winter Sale campaign runs from May 2009 to August 2009.
Why Shorts Winter Sale?
- The South Australian Shorts Winter Sale program is a retail extension to the South Australian Shorts program, offering excellent value for money.
- The South Australian shorts Winter Sale catalogue targets intrastate consumers and the travel trade.
- The South Australian Shorts Winter Sale book was distributed through 330,000 editions of The Sunday Mail on Sunday 3 May.
What is the Shorts Intrastate campaign?
- Increase awareness of regional South Australia to the intrastate market.
- Increase the number of Intrastate consumers considering South Australia regions as a holiday destination.
- Encourage South Australians to try a new holiday experience in their own backyard with the opportunity to experience exceptional value.
- Increase Shorts holiday bookings over the Winter period.
What will the Intrastate campaign achieve?
- Increase awareness of regional South Australia to the intrastate market.
- Increase the number of Intrastate consumers considering South Australia regions as a holiday destination.
- Encourage South Australians to try a new holiday experience in their own backyard.
- Distribute all 120,000 Shorts books
- Increase Shorts and Winter Sale bookings, and boost visitation to local attractions, and businesses throughout the state.
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