As a newcomer, Sunweb wants to establish a position in the air travel branch via the following growth scenario: A 50% increase in the number of bookings, number of passengers and turnover. By generating at least 50% of the bookings entirely on site. And by doubling the number of email addresses in the database (from 25,000 to 50,000). Limitations: in order to retain a maximum portion of the budget for media activities, the development costs have to be kept to a minimum and the production budget for the TV commercial cannot exceed €5,000.

Sunweb is an unknown ‘direct seller’ of holiday air travel, using the Internet as sales channel. This mechanism is visualised by turning the cursor into an airplane. The alternating weekly €99 offer must convince people to visit the website and enter their e-mail address. This database will subsequently be processed for E-marketing. From brand and proposition awareness to sales. A simple, almost iconic-like style and design was chosen. This gives the campaign a clear and especially down-to-earth character, emphasising Sunweb’s price proposition.

In short, relevant simplicity, consistently implemented in all means & tools and media.

Number of bookings: from 9,500 to 16,000 (68% increase).Number of passengers: from 28,000 to 49,000 (75% increase).Turnover: from €14 million to €25 million (78% increase).Bookings through website: from 35% to 48%.

E-mail database: from 25,000 to 100,000 addresses.The objectives for bookings, passengers and turnover have been greatly exceeded. The percentage of bookings made by Internet is just short of 50% (Internet seems to be an important way for people to orient themselves before booking by telephone). The email database has increased by more than fourfold.