“A little incentive is all you need to reach the top”

The campaign that made BCD Travel No1 in Portugal

World Travel was a new operator in Portugal and it appointed Nexxus Portugal - Chama to give it a strong position in the business travel market.

Challenge
Pursuade businesses to become World Travel / BCD Travel clients.

Solution
Insights show travel agencies usually focus their marketing communications budget on leisure holidays. Nexxus Portugal - Charma recommended; introducing World Travel and promoting “Meetings and Incentives.” This would give the travel agencies a point of differentiation through the different products and services World Travel was offering to the market. Nexxus Portugal - Chama also recommended utilising “Meetings and Incentives” as the “leitmotiv” for a World Travel campaign.

Implementation
The campaign concept was “A little incentive is all you need to reach the top.” It included press advertising campaign [business and economics] and a direct marketing campaign with direct-mail to the main 5.000 companies in Portugal to drive traffic to the offer.

Result
This campaign concept and subsequent follow up campaigns established World Travel as the undisputed leader in the business travel sector in Portugal.