AXA/RYANAIR

Travel Insurance for millions of Europeans…

Having won the contract to offer all 75 million Ryanair customers travel insurance, AXA quickly identified it needed to change its marketing approach, as the deal was costing them nearly £0.5million per month. Having been recommended to AXA’s board, TDG were brought in to address the challenge.

Taking on board the extent of new EU legislation, TDG developed a turnaround strategy involving significant modifications to the Ryanair transactional processes and integrating other client channels to drive improved conversions.

Having implemented this, the result was a significant improvement in conversion from 1.8% to an initial massive leap of 4.2%, followed by a further increase peaking at 5.3%. This changed a loss-making contract into a very profitable piece of business for AXA.

We then developed a pan-European contextual and behavioural advertising campaign, integrated with Ryanair’s own passenger communications. This included boarding cards, in-flight movies, email and banner promotions.

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