welcome to axis travel marketing
relaunch of luxurious first class destination
the brief:
To position Cancun in the UK Market as a high end, luxurious destination, which has everything imaginable to offer the visitor.
what we did:
Following Hurricane Wilma in 2005, Cancun was left devastated. This kick-started a major rennovation within the destination to produce a five star resort offering everything that a visitor could need including family activities, spas, shopping, excellent gastronomy and more. This was a new Cancun.
Our challenge was to reach the trade and consumer with our message “Cancun – A New Look for an Ancient World”, and so a complete brand campaign was required.
We worked with the major wholesalers, specialist operators, online companies and airlines to get the message to the consumer that Cancun is a new destination offering sheer luxury.
In addition to this we launched a high profile taxi campaign in conjunction with our partner Thomas Cook to create brand awareness across the streets of London and Manchester. To reinforce the campaign we have worked with Thomas Cook on television advertising, website marketing and direct mail activity to really drive sales whilst getting our brand into millions of households.
results:
We negotiated the lowest prices for a 12 month campaign, in addition we successfully secured one of the “Big Two” to collaborate with us, negotiating retail space within their 800 shops, television campaign, direct mail and online activity. The marketing and advertising spend we saved was £70,000 GBP.