The holidays arm of Teletext, the TV and online information service, has run a popular aggregation website giving details of cheap holidays for several years.
The company wanted an internet-based campaign that would bring a younger, pre-family audience to the site and give the service a more humourous twist. Research identified a new breed of seasoned young holidaymakers - christened the 'jet pack' - who take advantage of cheap flights to travel abroad several times a year, often returning to the same destination.
To raise the awareness of teletextholidays.co.uk, and inject humour into the brand. To attract a younger audience to the service and generate interest in, and traffic to, the site.
Strategy and Plan
The team decided to set up a spoof 'Miss World' pageant online, in which women represented their favourite resort rather than country of birth.
A microsite, missteletextholidaysworld.co.uk, was created and promoted to an iJack database of consumers, aged 20 to 35. Featuring downloadable entry forms, it was designed to be fun and simple to navigate.
Links to Teletext's main holiday site ran throughout the microsite, and Judith Chalmers - chosen for her kitsch appeal to the target audience - was named as a judge.
The ten regional finalists, representing destinations such as Mallorca, Corfu, Ayia Napa and Goa, were taken to Ibiza for a photoshoot with The Sun, organised by iJack's sister agency Band & Brown.
The pictures appeared on the site, followed by a flyposter campaign in different UK regions (eg for Miss Kos, who came from Manchester) carrying the microsite URL to drum up more support.
Pictures were also sent to DJs, with BBC Radio 1's Chris Moyles urging listeners to vote for one of the candidates.
Measurement and Evaluation
Traffic was driven to vote at the microsite by a combination of editorial coverage plus sponsorship of email newsletters from two magazines: men's title GQ (to which there was a nine per cent response rate) and internet publication .Net (6.5 per cent).
There was also a quiz promotion on Tiscali, where entrants had to go to missteletextholidays-world.co.uk to get the answer.
Offline, The Sun, the Sunday People and Daily Star all covered the campaign, along with regionals such as the Birmingham Post, the Coventry Evening Telegraph, Burton Mail and the Express and Star.
There was editorial coverage of the campaign on 25 media sites, including the BBC, Newswatch, iVillage, Student UK and Leisure UK. There were nine listings of the microsite on the major UK search engines, and more than 23,000 unique users on the site itself.
The Tiscali promotion resulted in 1,367 entries and 2,150 clicks to missteletextholidays-world.co.uk.
Sales of holidays cannot be tracked as Teletext is a broker, but site traffic rose by eight per cent - its highest ever rise - on 14 May, following a Daily Mail article.