In Sao Paulo, a travel agency inserts promotional messages into their employees’ automatic out-of-office emails
Brazilian travel agency Tam Viagens uses an unusual marketing tool for promoting their offers: the out-of-office email replies of all their employees who agreed to participate in their innovative advertising initiative.
This agency asked the permission of employees leaving on holiday to insert promotional messages into their automatic out-of-office emails that would be sent out in reply to every email received during their absence. In exchange, those who agreed would be offered 30% off a Tam Viagens package holiday, redeemable at any time over the next year.
This advertising campaign, named “Vacation Auto Discount”, has been a wild success, with over 90,000 people having received the promotional emails in just two weeks, leading to 13,500 holiday bookings. This is an impressive conversion rate for a cheap discount, given that 30% off is pretty standard in the tourism industry.
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