Case Study - AVIS Alaska's 2023 "Share Alaska" Campaign
About the Client
AVIS Alaska is a trusted car rental company in Alaska with over 65 years of experience as a family-owned enterprise. Their dedication to providing quality vehicles and exceptional customer service has made it the preferred choice for travelers exploring Alaska. Today, with 12 locations across the state, AVIS Alaska continues to offer convenience to both residents and tourists alike.
About the Project
In collaboration with Orange Slice Marketing, AVIS Alaska embarked on the "Share Alaska" campaign with the primary goal of creating urgency to fill their available bookings for the 2023 summer rental season. Designed to attract out-of-state tourists and Alaska residents, the "Share Alaska" campaign included a 30% discount that could be claimed using the code "SHAREALASKA23" ask a key incentive. To achieve AVIS Alaska’s objective, we carefully designed a multi-channel strategy, including email marketing, website updates, social media, and paid advertising where we emphasized AVIS Alaska's local expertise and made booking easy.
Results
At the end of the 2023 season, we saw that the "Share Alaska" campaign was highly successful. The standout was the impressive redemption of the "SHAREALASKA23" coupon code, claimed 139 times across key locations, including Anchorage, Fairbanks, and Juneau. This showed the campaign's effectiveness in motivating early bookings. The campaign was executed within a budget of $30,000 that included a portion allocated to ad spend, making it a cost-effective strategy for AVIS Alaska.
Various key performance indicators (KPIs) highlighted the campaign's success including the campaign’s wide reach to new audiences, including out-of-state tourists and local residents, coupon redemptions, average booking value, and more.
In a competitive landscape, where other rental agencies typically offered discounts ranging from 10% to 20%, the "Share Alaska" campaign stood out by providing a unique 30% discount. This distinctive offering played a pivotal role in attracting customers to AVIS Alaska's services.
Conclusion
In collaboration with AVIS Alaska, Orange Slice Marketing crafted and successfully executed the "Share Alaska" campaign, achieving its primary goal of generating urgency for summer season rentals. The offering’s competitive advantage of providing up to 30% off with the "SHAREALASKA23" coupon code garnered a positive response for the first year of this program which offered valuable insights and opportunities for refinement.
This case study underscores the significance of tailored marketing strategies, intricately designed to meet specific objectives and cater to the distinct demands of a niche market. AVIS Alaska's commitment to delivering high-quality transportation services in Alaska resonates with Orange Slice Marketing's commitment to crafting effective and creative marketing strategies. Together, we have not only driven success but also set the stage for continued growth and further opportunities in the years to come.
