Product background

The Private Jet Expedition Around Africa introduced a singular travel concept to the Brazilian market, bringing together a myriad of high-end experiences in a 21 day life-changing journey across 8 countries located in the sub-Saharan region of the continent, aboard a privately chartered Airbus 319 Business Jet.

Exclusive access to alternative airports and terminals, a careful selection of up-scale lodging properties on each destination and an immersion inside the African multiplicity led by acknowledged experts on geology, geopolitics and biology were some of the features that shaped this meticulously crafted tour operation endeavor.

Brief and strategy

With the purpose of driving product awareness to an already owned audience, an email marketing campaign was created to tackle the pre-sales period. Leveraging first-party CRM data enabled the sorting of a mailing list that targeted the most affluent and loyal customers, based on previous participations in similar projects, first and executive class flight activity, check-ins on flagged deluxe hotel networks and consistent booking habits.

The design process


Layout

The email layout descended from the leading graphic identity, which was originally imagined for the print brochure. A fair amount of creative freedom was granted on the formatting process, although to achieve coherence, the same color pallete, typographic choice and elements from the leading identity were applied to the design. Further adaptations were made to perform the transposition from the fixed nature of a print material to the fluidity of the digital mediums and device uses.

The composition was divided into 6 modules, each one approaching a different aspect of the product. The introductory segment was responsible for the presentation of the logotype along with the tagline and unique sales proposition and the descriptive text, followed by the first call to action button, which directed the traffic to the landing page. In section 2, every destination on the journey was listed by order of visitation. Further on, the next modules briefly described the airplane, on-ground experiences and accommodations. Finally, an invitation to explore and call to action for booking, which again drove users to the landing page, were the last elements along with the social media icons and contact info.

HTML and CSS

The email layout descended from the leading graphic identity, which was originally imagined for the print brochure. A fair amount of creative freedom was granted on the formatting process, although to achieve coherence, the same color pallete, typographic choice and elements from the leading identity were applied to the design. Further adaptations were made to perform the transposition from the fixed nature of a print material to the fluidity of the digital mediums and device uses.

The composition was divided into 6 modules, each one approaching a different aspect of the product. The introductory segment was responsible for the presentation of the logotype along with the tagline and unique sales proposition and the descriptive text, followed by the first call to action button, which directed the traffic to the landing page. In section 2, every destination on the journey was listed by order of visitation. Further on, the next modules briefly described the airplane, on-ground experiences and accommodations. Finally, an invitation to explore and call to action for booking, which again drove users to the landing page, were the last elements along with the social media icons and contact info.

Results and learnings


Layout

In the course of the two weeks that followed the first send, 15% of the available seats got booked. This achievement meant that half of the goal planned for the first quarter was already met within this very first movement. The metrics outlined a 20% open rate and a 3% click through rate. Since this is the type of purchase that requires high involvement, the correct target definition clearly motivated the positive results. While channel attribution can be a little tricky, an estimate of 25% of the conversions of the first phase were attributed to email.