Case Study:
Cathay Pacific

Aggressive Expansion of Online Cybertravelers Base

Cathay Pacific Airways had never embarked on an aggressive expansion of its online Cybertravelers database – and post September 11 market circumstances called for an aggressive expansion of this high value category of customers. Find out how Hirsch Strategies helped Cathay Pacific capture qualified leads, encourage membership in the frequent flyer program and quickly generate sales.

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THE SOLUTION To meet this challenge and dramatically grow their North America database of Cybertravelers, Cathay Pacific Airways engaged Hirsch Strategies to deliver a demand-generation solution to their short-term revenue problem. The strategy called for a three-phase rollout: first, find the most suitable list and test. If successful, rollout the offer to the complete list universe. If successful, re-mail the list with different offers. Finding qualified prospects: While most available email lists are of poor quality and do not generate significant results, Hirsch Strategies sourced a membership-based list of over 6 million US consumers who agree to interact (i.e., open, read, click-through, register and purchase) with email offers of their liking in exchange for rewards. The membership list has over 200 data points from which to profile an ideal prospect list. Cathay Pacific Airways selected members from across the US who met the required profile. To proceed, Hirsch Strategies recommended Cathay Pacific Airways test two creative approaches. Making the optimal offer: To maximize the email open, read, click-through, and registration rates, Cathay Pacific Airways offered several levels of rewards, leading up to a grand prize of an all expenses-paid trip to Hong Kong. To maximize call to action results and generate immediate registration, in addition to the grand prize, Cathay Pacific Airways offered weekly draws for smaller prizes of interest to the target audience.. Download the case study for more details (93 KB PDF)

"... Hirsch Strategies enabled Cathay Pacific Airways to successfully reach this niche market by helping us identify and target potential American and Canadian customers, as well as drive them to respond..."

Andreas Schwartz,
Interactive Marketing Manager-Americas
Cathay Pacific Airways

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Hirsch Strategies is now WiderFunnel Marketing Inc. Raquel Hirsch has co-founded a new company that is focused exclusively on conversion rate optimization.

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