All Clear Travel – Growing a brand, growing performance


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The Brief

AllClear Travel is a specialist provider of medical travel insurance, offering quick and easy cover, even if customers have been refused elsewhere owing to pre-existing medical conditions.

In a highly competitive marketplace AllClear lacked awareness and visibility, which was restricting growth. AllClear needed a cost effective marketing communications plan that would deliver growth at affordable cost per acquisition. Thus, they appointed us in 2008 to manage them into a media investment.

Our Plan

We began by undertaking a market and audience analysis programme to enable us to size the opportunity and make accurate recommendations on route to market and potential outcomes.

In 2008 we began with a test TV advertising campaign supported by national and specialist press.

Since 2008, investment has grown year on year. We work on a pre-specified cost per response model which requires ongoing planning and refinement. We use bespoke spot matching systems for ongoing analysis, allowing us to manage campaigns on a spot by spot basis and maximise return.

Campaigns have been built out across a multitude of television contractors whilst investment in digital and press has also increased.

RESULTS

400% increase in spend

Monthly web hits up from a monthly average of 7,000 in 2008 to more than 51,000 in 2014