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Trigger wins global marketing account
Direct marketing company Trigger has been awarded the global account to promote British tourism. The client, VisitBritain, markets Britain to the rest of the world and England to the British, providing tourism information and gathering essential market intelligence and insights for the UK tourism industry.
Trigger won a four-way pitch against three UK-based agencies to provide a central, electronic direct marketing platform, to be deployed in over 30 regions across the world.
Trigger reinvented the direct marketing landscape in 2002 with the launch of a new means to profile consumers and generate new consumer relationships using digital marketing tools. This "Dynamic Positioning Model" utilises indirect consumer profiling techniques, referral marketing, and Internet and GSM technologies - ultimately creating rich customer databases for ongoing direct marketing initiatives using a range of media.
Since its introduction, Trigger has applied its Dynamic Positioning Model to clients including First National Bank, Absa, Standard Bank, Visa, MINI, Nike, Cell C, and Japan Tobacco International.
"Trigger was chosen as the partner of choice for a number of fundamental reasons," says Dejon Yeoman, VisitBritain CRM Manager of International Marketing.
"Their proven experience in the arena of developing and managing electronic direct marketing campaigns was a key factor in our decision.
"They understand the intricacies of effective viral marketing techniques and their core skills mirror our need for accurate consumer insight for the deployment of effective direct marketing campaigns. Furthermore, their creative product is world-class."
Gavin Rooke, Trigger's Managing Director and founding partner, says: A client of this calibre and complexity requires innovative thinking. A core component of our proposed solution was the development of a digital workflow system that enables regional offices to remotely customise English language campaigns to their specific needs. All campaigns are then deployed centrally from infrastructure based in the United States.
"The workflow system serves as a structured communication channel between all regional offices, VisitBritain's central London office, and Trigger in South Africa."
This effectively allows for the conceptualisation, development and deployment of direct marketing campaigns out of South Africa, in any number of foreign languages, in any number of markets.
The promotional online identity developed by Trigger for VisitBritain was awarded with a Silver Loerie in this year's Loerie Awards.
