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SBD Global/October 1, 2012/Marketing and Sponsorship

Monarch Airlines Releases Augmented Reality Campaign Featuring Olympic Skier

U.K.-based Monarch Airlines will feature Olympic skier Chemmy Alcott in a new direct mail campaign featuring the mobile image recognition platform, Blippar, according to THEDRUM.com. The integration of Blippar "allows Monarch customers to bring the slopes and new destinations to life via a mobile device." Created by direct response and relationship marketing agency WDMP, the campaign aims to highlight to skier and snowboarders that Monarch’s new routes "offer easy access to some of the best snow in Europe." A ''hot-list'' of 55,000 snow sport customers, targeted through a profiling tool developed by WDMP, will "receive a supersized fold out mail pack." The pack unfolds to reveal a die-cut mountain range with "aspirational images and action shots of the new destinations available to Monarch customers" including Innsbruck, Austria; Grenoble, France; Friedrichshafen, Germany; and Munich. A 3D mountain and video introduction from Alcott is also available, as well as "footage of her training on the slopes" (THEDRUM.com, 9/28).
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