The campaign combined a multi-brand sale with special prices for active and past military personnel and a photo sharing contest with a free trip giveaway for a veteran.
The contest received nearly 400 photo submissions. Bringing more 10,000 unique visitors to the website.
Marketing emails, Tweets, Facebook Posts and Instagram posts were deployed across 14 brands within the Xanterra Portfolio.
Social media posts using the hashtag #FreeBecause resulted in almost 250,000 impressions on Instagram and Twitter.
With a total of 3,146 bookings, the total revenue for the promotion was $3.6M.
$2.5M is attributed to Veterans Day Sale bookings.
$758K was generated from promotional emails to non-Veterans Day purchases
$358K was generated from cross brand promotional emails.