CRUSA & Lands' End

CAPITAL REGION USA (CRUSA)
& LANDS' END CLOTHING

Win an All American touring holiday around CRUSA with Lands’ End Clothing

Destination Brief

  • Promote CRUSA to older, more affluent couples (45+)  who appreciate the culture & diversity of the USA
  • Showcase the 3 US states and highlight the different landscapes, towns & activities
  • Data capture to help build up CRUSA’s database for their own marketing activities


Partner: LANDS’ END

  • A clothing retailer with US heritage, specialising in own-brand clothing for men & women, synonymous with quality casual and outdoor clothing
  • Sold throughout mail order & online with a loyal customer base
  • Majority of consumers are 45+yr, affluent, ABC1 buyers, predominantly female, with an interest in travel
  • Looking to drive consumers online and offer rewards as part of their Lands’ End Life scheme


Campaign:

  • A targeted 10 week campaign promoted through Lands’ End  customer catalogues, online, e-newsletters and social media, reaching 2.45 million consumers and including datacapture
  • Full page in the customer magazine as well as additional parcel stuffers included with every customer order during the promotional period
  • Exposure on the Lands’ End website (homepage, Lands’ End Life and Chino’s pages), with personalised and dedicated landing page
  • Additional support through multiple consumer emails and strong social media activity 
  • Significant data capture achieved for both parties – a real result

 

An amazing response to the competition with huge exposure for the destination and significant increase in loyalty card activity for the brand