To target older consumers online, Warner Breaks (part of Bourne Leisure Group, which also runs Butlins, Haven and British Holiday) decided to revamp its email marketing. RedEye was employed to manage the email campaigns and agency Sonaa to design the creative. New customers were acquired by competitions and third party promotions, run through the sites such as Cheapflights.co.uk and Teletext holidays. Since Warner began working on the new programme it has seen 2000% return on investment.
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