Easter is a key time of year for the holiday industry. It’s a chance for family’s to get together so there’s a big increase in holiday planning, research and bookings. We were given the challenge of creating a campaign which would hero the Jet2holidays destinations, driving data capture and brand engagement.
The ‘Hatch a Holiday’ Easter campaign gave sun and fun seekers the chance to win one of 10 fantastic Jet2holidays prizes. So we hatched a plan to create a batch of bright blue eggs that would live in their own miniature 3D world. To get customers on-board we let them adopt their own eggs then they were able to bring them to life by decorating their eggs in a variety of holiday accessories like inflatables and sunglasses. Then all that was left to do was bestow upon them the most cringe worthily pun-tastic name they could think of before sharing it on Facebook and Twitter. All this egg-related tomfoolery was housed within a mobile-focused campaign microsite. As well as the creation of the eggs, accessories, microsite and mini-CRM campaign we also created a social media advert to drive traffic to the ‘Hatch a Holiday’ microsite.
“Easter is a key period for Jet2holidays with consumers planning, researching and booking their next holiday. Brass’s ‘Hatch a Holiday’ was a great campaign which has helped keep Jet2holidays at the front of mind for travellers, and had a positive impact on both our social engagement and eCRM.”
– Fred Grey, SEO Manager – Jet2
Daily emails encouraged entrants to check if their egg had hatched a holiday. For those whose eggs hadn’t hatched, they received a virtual postcard from their egg, shown in a new destination each day, which they could share online. For those lucky few whose eggs ‘hatched’, personalised winning animations revealed their prize holiday destination. Delivered within a fun-filled, pun-filled 5-week production period, it was an incredibly smooth journey and lots of lucky people got to enjoy a holiday in the sun.
For the lucky few whose eggs had ‘hatched’, personalised animations revealed their prize holiday destination, which they were able to celebrate on social with bespoke content.