Dean put the Mark Warner ‘#myweek’ case study to great use during his presentation. Linking in well with Bruce’s notion of ‘Human 2 Human’ marketing, Dean explained how well Mark Warner won more customers through an honest, authentic and personal campaign where users were encouraged to upload photos of their Mark Warner holiday in order to win a prize. Dean explained that people get a sense of accomplishment or kudos when a brand acknowledges them online, which is why it is extremely important to interact with customers on a public platform such as Twitter. Mark Warner did this extremely well during the #myweek campaign, joining in with customer conversations at a local and personal level. Dean encouraged us all to remember that travel is inherently social and people love to brag and share their holidays through social media.

2. WE’RE NOT JUST
AN ADVERTISING AGENCY

3. WE’RE NOT JUST
A DIGITAL AGENCY

4. WE’RE AN
AUDIENCE ENGAGEMENT
AGENCY

5. MARK WARNER
OUR CLIENTS

7. MARK WARNER
THE CHALLENGE
Great product.
Great staff.
Customers have a great time.
And they keep coming back.
But…
Do potential customers know much about you and what you stand for?
What’s it like to be on a Mark Warner holiday?
How do you communicate what Mark Warner is all about in a personal way?

8. P&O FERRIES
THE BRIEF
 Marketing campaign that operates on personal level
 Open a public dialogue with individual customers
 Give the brand a voice
 Campaign with authenticity and emotion
 Focus more on inspiration rather than detailed or tactical messaging
 Engage new customers and build a new audience
 Emphasis on longevity and brand awareness

9. MARK WARNER
MARK WARNER
THE THINKING
Travel is inherently social, people love to brag and share their holidays in social
Content is key in creating brand associations
Content has a role to play in the travel customer journey, inspiring and educating
Mark Warner staff and resorts were starting to embrace social as marketing tool
A loyal and enthusiastic customer base but not yet engaged and interacting with
the brand in social media
Use your existing customers to produce content and share it with their networks
Use existing platforms to keep it simple

10. MARK P&O FERRIES
WARNER
THE CORE IDEA
Holidays are measured in weeks
They are personal experiences for every individual in the family/couple/group
Mark Warner’s activities offer opportunities for unique and memorable
experiences
People naturally want to record their memorable ‘moments’
They also want to share them

11. MARK P&O FERRIES
WARNER
THE CORE IDEA
Let’s stimulate, harness and enable this instinct
People seek kudos and to be recognised and published by a brand
Let’s get that full MW feeling across by involving staff and team members across
the board
We then harvest, collate, curate and publish this rich content to educate, inspire
and entertain existing and future customers

12. MARK WARNER
THE SOLUTION
Keep it simple, keep it social
People are comfortable with Facebook, YouTube, Twitter and Instagram – they
post their content tagged #MyWeek
It can capture experiences, moments, achievements, interests, activities, video,
photos and stories
It can come from the resort, a member of staff, a customer, a parent, a child, etc

13. MARK WARNER
THE SOLUTION
Mark Warner respond to interaction, moderate the content and then publish it
online
Incentives, holidays and spot prizes
Invite the user to share their published content for amplification
We can then segment, curate and group the content (product, destination,
audience, etc.)

14. PM&AO RFEKR RWIEASRNER
CUSTOMER JOURNEY

30. Thank
you
Dean Harvey
4 St. Georges Place
Brighton
East Sussex
BN1 4GA
Tel: +44 (0)1273 704040
www.designate.com