Background & Objectives:
In an effort to deliver higher operating margins, Avis commission Web Liquid with the development of a campaign that would generate incremental direct international business from the UK market. Following a series of commercial planning meetings, the campaign was focused on demand generation for rentals in Spain and Italy. Web Liquid’s insight planning revealed the value of blending humour with a strong destination focused call to action to maximise standout and response rates.

About Alain Portmann

My job is simple. To inspire staff, clients and consumers.

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Background & Objectives:
Delivering international travellers from North America to the UK, Europe and beyond is a major source of profitable revenue to Hilton, but it’s also a significant marketing challenge. Hilton aims to consistently lead market share amongst North American international travellers and to maintain a profitable ROI through effective online marketing.
Results:
For several years Web Liquid has successfully managed N.A. campaigns that leverage targeted campaigns and advanced technology, such as the XML dynamic price point in this example, to drive bookings in Hilton’s properties around the world.

About Matthew Cronin

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Background & Objectives:
To reinvigorate the “We try harder” values and re-establish trust in the customer focused brand proposition, Web Liquid developed a comprehensive approach to mine consumer insight and market priorities from online Consumer Generated Content (CGC) relating to Avis and competitors. Subsequently leveraging these insights to guide marketing efforts offline, online and to develop the wetryharder.co.uk blog.

Results:
wetryharder.co.uk reflects an evolution of the 40+ year old “We Try Harder” proposition and is a valuable customer resource providing relevant car hire tips and conversation. The blog is successfully asserting the brand as a trusted authority, demonstrating a commitment to customer services and continually trying harder as demonstrated here.

“The best part of the blog is the tone of the blog and the involvement of senior guys like Eibhlin Payne, Head of Customer Support, Xavier Vallee, Head of Marketing” more from Tech Spikes

“I’ve read some of their posts and think that they have some handy content, including travel and car hire tips. I especially like the fact that it’s written by more than one person from their customer support team.” More from Gino Cosme

“And while the site looks boring and fairly inactive, we do think the facts are handy and the little chatboxes on wheels are cute. They clearly do try harder.” More from Adrants

“If everyone else is doing it, why shouldn’t we? That’s the attitude from the British branch of Avis car rentals who claim they’ve started up the first ever car rental company blog with We Try Harder.” More from Jaunted

“The car rental company Avis UK, however, has taken the seemingly brave decision to launch its We Try Harder blog, on which the company encourages its customers to share their experiences and provide Avis with feedback – in other words let Avis have it!” More from The Cooler

“There are very few examples of UK corporates successfully blogging – so a new kid on the block has to be encouraged.” More from Heather Yaxley

About Matthew Cronin

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Background & Objectives: To complement its price lead tactical advertising campaigns, Hilton tasked Web Liquid with the development of a campaign that would highlight key benefits of Hilton’s service offering and brand including 1) Advance Purchase, 2) Theatre Breaks, 3) Destination Guides and 4) Price Guarantee. 

The maximize conversion rates and return on investment, users who interacted with the creative and dropped off at specific points in the booking process where re-targeted. This allowed us to target individual users with bespoke creative and messages aimed at generating increased consideration and conversion.

Results: 193,930,041 total impressions, 174,560 total clicks £1,882,716 in total revenue and a return on investment of 13.

About Alain Portmann

My job is simple. To inspire staff, clients and consumers.

Mail | Web | More Posts (64)

 

Background & Objectives:
Initial planning insight revelead that while 25% of Australians seek holiday information from travel agents, 80% book through travel agents.  To generate direct incremental demand from Australians traveling to the United Kingdom, Web Liquid devised an online campaign leveraging humour to establish standout, initial interest and interaction. The light hearted but effective messaging was complemented with a limited time free upgrade offer.  

About Alain Portmann

My job is simple. To inspire staff, clients and consumers.

Mail | Web | More Posts (64)

Background & Objectives
Campaign aimed to drive discounted leisure business into specific Hilton  properties in the United States from key source markets including the United Kingdom, Germany and Japan. Furthermore, the campaign was aimed at establishing awareness and consideration for Hilton properties across key audience segments.

Creative Approach
Support price driven offer with a rich and aspirational treatment focused on lifestyle activities including golf, shopping and relaxation. Theree distinct concepts where developed 1) Pool concept: highlight relaxation for key resort properties, 2) Urban concept: highlight urban & shopping, 3) Golf concept: highlight golf and sport for key resort properties; which tied into specific conxtexual media buys including travel, golfing and shopping sites.

Results
USD $526,000 in revenue generated, delivering an ROI of 9.

About Alain Portmann

My job is simple. To inspire staff, clients and consumers.

Mail | Web | More Posts (64)

Background & Objectives
The campaign aimed to stimulate leisure business into Hilton’s seventy-eight properties across the United Kingdom and Ireland, supporting offline activity concentrated across press and direct mail.

Creative Approach
Leverage seasonal icons to bring to life the “What a difference a word can make” proposition; aimed at positioning Hilton’s value proposition and brand in the leisure accommodation segment. 

Results
103,550,000 impressions delivered, £2,094,000 in total revenue, 12 : 1 return on investment
 

About Alain Portmann

My job is simple. To inspire staff, clients and consumers.

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Background & Objectives:
As a start-up charter service Jet Brazil aimed to deliver flights and all-inclusive packages to Northeast Brazil, allowing U.S. travellers the opportunity to visit places like Iguacu Falls and Natal at great prices. But to get off the ground they needed a marketing plan to secure funding and certification.

Results:
Web Liquid’s marketing services, including communications planning and creative development, helped Jet Brazil position the brand as one that could fill the US to Brazil vacation niche, successfully securing investor commitments.

About Matthew Cronin

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Background & Objectives
The campaign aimed to drive awareness, consideration and test drives of the SSangyong Rexton through a tactical lease offer of £249 a month.

Creative Approach
Leverage the positive reviews and consumer sentiment about the Rexton relative to more establish automotive brands in the SUV category. The creative approach centered on the use of simple and straight talking copy to generate interest and interaction.

Results
629,010 unique users reached, 617 test drive requests, 12 completed sales.

About Alain Portmann

My job is simple. To inspire staff, clients and consumers.

Mail | Web | More Posts (64)