St. Pete-Clearwater. Cut Above the Rest
Key Metrics.
40k+
Footfall Reach
140k
Database Reach
20.8%
Open Rate
Reaching a captive audience of 40,000 Headmasters’ clients.
Rooster was challenged to creatively engage with, and educate, UK consumers on St. Pete-Clearwater in Florida, positioning the destination as a ‘must visit’ holiday option.
Our response was to pitch and secure an exclusive brand partnership with Headmasters, one of the UK’s biggest hair salon groups with 55 salons across London and the Southeast of England. Who doesn’t love talking about holidays while having their hair done!
A month’s fully integrated campaign was developed and activated comprising instore and social promotions that reached over 40,000 Headmasters’ clients. A solus newsletter showcasing the destination was sent to their 140,000-database, and the partnership was promoted across all of Headmasters’ social channels – Facebook, Instagram and Twitter.
And the cost of the partnership? A competition prize of a 7-night holiday for a family of four to St Pete-Clearwater with British Airways Holidays. The competition itself received 4,720 entries and opt-ins to our monthly consumer newsletter. All entries received a follow up BA Holidays special offer.
Rooster, you are as imaginative as ever! The campaign with Headmasters was a cost-effective and creative way of generating awareness for Visit St. Pete-Clearwater. We are thrilled with the results.
Rosemarie Payne • Director Leisure Travel • Visit St.Pete-Clearwater
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