The brief

First impressions also count for the inbox

Today more than ever, due to the high quantity of information we receive on so many channels, it is imperative to create a transparent relationship with customers and be informative of the content that will be available for them. The inbox is a crowded place.

The client wanted to increase engagement with the mailing list increasing the quantity of qualified leads. The customers on the other hand want more transparency and a preview of what they were receiving. Through research, we discovered that content is the primary reason clients want to receive the newslellter. Retain users on the mailing list by making a double opt-in.

Story telling frameworks?

Accessible code and semantic elements for screen readers.

Maintaining good SEO practices.

Development

Quirky code and constraints

Today more than ever, due to the high quantity of information we receive on so many channels, it is imperative to create a transparent relationship with customers and be informative of the content that will be available for them. The inbox is a crowded place.

The brief

Campaign overview


The Private Jet Expedition Around Africa introduced a singular travel concept to the South American market by putting together a tailor made journey to locations of the African continent until then unexplored by the Brazilian mainstream audience.

A thoroughly crafted tour operation endeavor gave life to an itinerary filled with myriad of high-end experiences, including a flight schedule aboard a privately chartered jet with special access to minor airports and exclusive terminals, a selection of deluxe lodges and hotels on each destination and an immersive quest for new perspectives, supported by the presence of acknowledged experts on geology, geopolitics and biology, encouraging a deeper understanding on the multiplicity of the African contexts through a close investigation of the background of each visited country.

Objective and campaign overview


The design of this email communication contributed to a broader launch campaign with the objective of filling 30% of the total 32 available seats within the period of 3 months. Besides reaching the inbox, the complementary promotional efforts were spread across additional online and offline channels, ranging from proprietary media, content marketing, social media, direct marketing, events and PR. It is important to reinforce that this specific campaign took place during the first trimester of the overall 1 year timeframe dedicated to sales and each following phase would address different aspects according to the obtained results.

 

In order to drive product awareness in this early stage, leveraging first-party data from CRM enabled the sorting of a qualified, already owned audience, favorable to conversion, based on collected behavior and closer relationship with the brand. Once the product belonged in a premium category, the strategy was to identify the most affluent customers, relying on criteria formed by individuals who frequently flew first and executive classes, guests who checked in flagged deluxe hotel chains and travelers with substantial booking habits during the prior 1 year interval.

Design and development

Market context and campaign overview


Although the design process of the email newsletter derived mostly from elements of the leading graphic identity, initially thought for the print brochure, there was a significant consent for adaptation in order to suit the digital mediums and the addition of other minor elements such as patterns, dividers and icons.

The introduction informs the product’s single minded proposition followed by the descriptive text and the first call to action, which would take you to the landing page of the trip.

Although the design process of the email newsletter was a roll out of the main identity developed for the Private Jet Around Africa, there was creative freedom.

Description and call to action

Although the design process of the email newsletter was a roll out of the main identity developed for the Private Jet Around Africa, there was creative freedom.