BRIEF: To increase subscriptions to the smh.com.au Traveller newsletter and drive sales of the Sydney Morning Herald and Sun Herald newspaper, Fairfax Digital partnered with Qantas and The Preferred Hotel Group.
APPROACH: A compelling offer! 31 amazing holidays in 31 days. Fairfax Digital included unique code words in The Sun Herald and Sydney Morning Herald increasing the sales of their newspapers. A new code was required each day to enter the online competition. Entrants were required to become a Fairfax Digital member and subscribe to the Traveller Newsletter in order to enter. Opt-ins for Qantas and Preferred Hotel Group were optional opt-ins. Be.interactive created the microsite, managed the backend website and integrated with Fairfax Digital's existing member database for capture, validation and updates in real time.
OUTCOME: The results were over 400% higher than the set KPI's. Subscriptions to Qantas and Preferred Hotel Group were exceptionally high. It was a great result for all parties.
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