THE CHALLENGE   

Maximize return on media investment in 50 cities. Drive traffic to support rapid retail expansion.  

THE HAND IN MEDIA SOLUTION   

Media Audit and Review of all existing contracts, with re-negotiation where necessary, to obtain increased media value for the dollar spent.   

THE RESULT 

Hand In Media negotiated new contractual agreements with media suppliers in 50 markets. Additional earned, no-charge advertising space across media was used to support local store marketing. This allowed regions and neighbourhoods a level of customer exposure, interest and awareness, which would otherwise not have been possible.  

Rapid expansion of regional store footprint required an aggressive marketing strategy. Driving traffic to stores was the accumulated result of applying nationally earned media placements to support store launch initiatives. Earned television, print (positioning/color bonuses and discounts) and radio; a negotiated reduction in newspaper travel section line rates, and earned television advertising space, was repurposed to drive local traffic to local stores. The rapid expansion of openings across North America was fully supported by foot traffic and in-store purchases. 

As part of its strategy, and to facilitate a focus on local store marketing, Hand In Media deployed a centralized media management system. The placement and booking of inserts and direct mail, print ads, grand opening advertising, grand opening media relations and PR, production coordination, photography, media kit development and distribution, execution strategy, implementation, and follow up, was coordinated nationally and managed and deployed locally. Store managers and area leaders successfully leveraged locally what was made available via national buys. PR, market research, and media planning supported regional store promotion from the national level. 

Flight Centre Canada has become Travel Agency of Choice and the #1 Recognized Travel Agency in Canada in large part due to media strategy leveraging earned media spaces, contests and incentives, regional promotions, and consistent brand messaging.  

Project Lead: Ian Hand.