Super Break

The Brief: To regularly target past and prospective customers with interesting and relevant information regarding theatre productions and special short break offers, with a view to increasing sales.

The Approach:
A menu of activity was developed, based around the theme "Passport to the Arts". Customers were sent regular newsletters keeping them up to date with the latest shows and associated short breaks; selected special offers were carefully timed to maximise response; and a series of discount vouchers was developed to reward regular customers and encourage new ones. This activity was supported by a quarterly promotional leaflet in travel magazines and a specially-designed folder of information for travel agents.

The Result:
High levels of interest were generated from both existing and prospective customers, with a corresponding increase in sales of theatre breaks. Such was the popularity of the newsletter that it grew in size by 50 pages after Superbreak agreed - by popular demand -to carry theatres' advertisements.