Silver Travel Advisor, the travel review and advice website for mature travellers, was delighted to receive the runners-up award in the Digital Marketing category at the inaugural Mature Marketing Awards recently. The Awards, organized by the Mature Marketing Association, recognise excellence in advertising and marketing activity directed at older consumers – the so-called ’50-plus’ or ‘mature’ market.
Their entry detailed a wide-ranging consumer campaign for Inghams which promoted the company’s Italian holidays across Silver Travel Advisor’s website, e-newsletters and social media platforms, resulting in a significant rise in Inghams Italy brochure orders, online activity and conversion to bookings.
Louise Newton, Group Head of Marketing, Hotelplan (parent company of Inghams) said:
“The results of this campaign exactly matched the goal – to provide a quick uplift in interest and bookings, at a crucial time in our calendar year. It was excellent to get such immediate and effective results. We are delighted and would do exactly the same again in the future.”
Debbie Marshall, MD of Silver Travel Advisor said:
“We feel privileged to have our work for Inghams Italy recognised in these awards. Our aim at Silver Travel Advisor is to offer the best holiday and travel solutions for older travellers, and we are delighted that our Inghams Italy campaign not only struck a chord with our members, but that the measurable results were acknowledged by the MMA in this way.”
Kevin Lavery, Vice-Chairman of the Mature Marketing Association said:
“The judges thought the Inghams/Silver Travel entry was a great example of classic direct response but using social media. The bottom line was the campaign increased bookings which were tangible and measurable.”