To make a ‘real’ connection with its customers, Sunquest Vacations recently launched an online travel promotion wherein contestants can upload their pictures to win an all-inclusive vacation and become the face of Sunquest Vacations.
To spur entries, an online and print ad campaign asks ‘Are you the next face of Sunquest?’ Interested consumers can then log onto www.yourquest.ca to upload their headshots. The most voted-on wins an all-inclusive vacation.
While on vacation, the winner will take part in a professional Sunquest photo shoot and will be featured in brochures and on Sunquest.ca.
Senior VP marketing Susan Bowman, who conceptualized this promotion, tells MiC that in group discussions and research, consumers often mentioned that they weren’t really connecting with the models depicted in glossy travel brochures. That insight, adds Bowman, is reflected in the new ads, which state: ‘We’re not looking for a super model, we’re looking for you.’
The promotion also has a sales component: people who vote will be given $200 off a vacation of their choice.
Toronto-based The Brainstorm Group developed the microsite, and media buying was handled in-house.
The promotion will run in Metro publications in Toronto as well as newspapers across the country such as Vancouver Sun, Edmonton Journal, Calgary Herald, Winnipeg Free Press, Ottawa Citizen, Toronto Star, and the Journal de Montreal.
Online web banners will be placed on social websites such as facebook.com., myspace.com, and meetup.com. As well, websites that concentrate on travel, family, parenting, leisure, and even digital photography will be used to increase awareness levels.
Bowman explains that since digital cameras are a popular gift during the holidays, the company will also advertise on related sites such as digital-photography-school.com, and shop.com.
The soft launch, which was late last week, saw employees sending the promo to friends and family, travel agents and the Sunquest customer database, producing 220 photos and 1,268 votes. Bowman says the goal is to have 3,000 photos by contest close January 30.
