NEWSPAPER ADVERTISING BUREAU
MEDIA RELEASE
22 August 2005
How Newspapers Helped Business Fly For Go Holidays
The NAB’s latest case study on the power of press has just been released. This case study focuses on newspaper as a cost
effective medium in reaching a large target market quickly and frequently; a strategy used by Go Holidays to promote
their inclusive packages.
By developing a press specific campaign designed to build brand awareness of their “No Hidden Cost” policy, Go Holidays
was able to significantly increase sales and market share for itself and campaign partners to select destinations.
Results over the duration of the campaign included:
- Emirates the investing airline partner secured approximately 85% of the market share
- Total number of passengers generated grew by approximately 200%, compared to the same time last year
- A substantial increase of 30% in the sale of sightseeing products
- Go Holidays quote to booking ratio increased from 35% to 43% Newspapers are a highly effective media choice for
advertising and the NAB’s Case Study Programme is proving it through evidence of delivery. The more information we
receive on how we deliver for your brand, the better we can develop and service the industry.
Accountability is a high priority and the NAB wants to provide good, useful guidelines that demonstrate how newspaper
advertising works.
By exposing great work, the NAB also draws attention to those agencies and advertisers who have a good understanding of
the use of media. The NAB believes these companies deserve public recognition.
ENDS