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British Columbia Case

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A case explaining how the Tourist Board changed its strategy from one-size-fits-all to a fully personalised direct marketing approach.

A case explaining how the Tourist Board changed its strategy from one-size-fits-all to a fully personalised direct marketing approach.

Published in: Business, Design

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  • 1. Proof of concept British Columbia Tourism and Blitz Cossette Advertising 1:1 Lab Case Study Just-in-time customized travel guides © 2008 Fuji Xerox Co., Ltd. All rights reserved.
  • 2. BC Tourism and Blitz Cossette Ad Agency Case Study The Challenge The Client wished to explore a more relevant user experience with: No useable data (rented list) Attracting Americans and Canadians to BC for a vacation Managing the printing, warehousing and fulfillment of 60 000 X 5 tourism guides Making vacationers book through their web sites or the call centre Tracking customers for results Client and agency were 2000 miles away © 2008 Fuji Xerox Co., Ltd. All rights reserved.
  • 3. BC Tourism and Blitz Cossette Ad Agency Case Study The Solution Established 6 questions on a website that collected group make-up, budget, area of interest, activity interest, etc. Expanded data collected to 2500 first-level variables This delivered an almost infinite number of second-level variables Worked across the web with the client, the agency, the Xerox Graphic Arts customer and TVG Programmed the approximately 60% of the application at the root data level Established weekly data collection and fulfillment runs © 2008 Fuji Xerox Co., Ltd. All rights reserved.
  • 4. Fully Variable and Customized Travel Guides for each potential visitor © 2008 Fuji Xerox Co., Ltd. All rights reserved.
  • 5. © 2008 Fuji Xerox Co., Ltd. All rights reserved.
  • 6. © 2008 Fuji Xerox Co., Ltd. All rights reserved.
  • 7. © 2008 Fuji Xerox Co., Ltd. All rights reserved.
  • 8. © 2008 Fuji Xerox Co., Ltd. All rights reserved.
  • 9. © 2008 Fuji Xerox Co., Ltd. All rights reserved.
  • 10. © 2008 Fuji Xerox Co., Ltd. All rights reserved.
  • 11. © 2008 Fuji Xerox Co., Ltd. All rights reserved.
  • 12. © 2008 Fuji Xerox Co., Ltd. All rights reserved.
  • 13. © 2008 Fuji Xerox Co., Ltd. All rights reserved.
  • 14. © 2008 Fuji Xerox Co., Ltd. All rights reserved.
  • 15. © 2008 Fuji Xerox Co., Ltd. All rights reserved.
  • 16. © 2008 Fuji Xerox Co., Ltd. All rights reserved.
  • 17. © 2008 Fuji Xerox Co., Ltd. All rights reserved.
  • 18. © 2008 Fuji Xerox Co., Ltd. All rights reserved.
  • 19. BC Tourism and Blitz Cossette Ad Agency Case Study The Results Reduced the package from over 112 pages (average) @ A4 to 24 pages digest-sized Reduced postage from $5.80 to $1.70 in the USA and from $2.45 to $1.00 in Canada Reduced warehousing costs Increased collection of highly relevant consumer data Elimination of calls for further information because of the high relevancy provided Delivery of accurate pricing and information at all time 25% increase in ROI Campaign won RSVP Gold for Customer Management © 2008 Fuji Xerox Co., Ltd. All rights reserved.
  • 20. BC Tourism and Blitz Cossette Ad Agency Case Study Tourism British Columbia and Blitz Direct - Vancouver ROI above excludes warehousing and soft costs – call center, customer interest growth © 2008 Fuji Xerox Co., Ltd. All rights reserved.
  • 21. One to One to Many www.xerox.com/1to1lab Thank You! © 2008 Fuji Xerox Co., Ltd. All rights reserved.