Case Study

Take off with Thule

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Take off with Thule

Premium suitcases and free flight incentives: the perfect match! Read on to find out how market leader Thule utilised this perfect fit for their Pan-European promotion of their premium range of luggage.

 

Client Profile
  • Thule Group is the owner of a collection of brands all related to the outdoors and various types of transportation solutions.
  • It is the market leader in cargo carriers for automobiles and a leading company in the outdoor and bags market, with 4,700 points of sale in 136 countries worldwide.
  • Thule (est. 1942) is the largest and most well-known of the brands that make up the group. The Thule product line includes everything from car roof boxes, bike racks, roof racks, snow chains, boat and horse trailers, to laptop and camera bags and backpacks.
  • Thule’s brand promise:Thule helps you transport anything you care for safely, easily and in style so that you are free to live your active life.

 

Objectives

Increase sales for the Subterra line of premium luggage in several countries across Europe to maximise the impact. A campaign to be run through specialist luggage shops on and off airport sites across Europe.

 

Strategy

We created a Free Flight campaign tailored to Thule’s specific needs: customers would purchase a participating suitcase model and receive a free flight voucher that could be redeemed through the branded campaign website takeoffwiththule.com. Customers could choose from 26 departure cities across Austria, Germany, Switzerland, Italy and Spain and one one of 30 destinations across Europe.

 

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Communication

“Buy a participating Thule suitcase and receive a free flight.”

Campaign Mechanics and Incentive Redemption
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Marketing Collateral & Media

As well as online banners, Thule created a range of POS material to communicate the offer to their customers.

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