Hawaiian Airlines has selected interactive agency Sapient as its direct marketing partner following an agency review, after reaching out to about 30 agencies through an RFI and then an RFP process, which began last April.
“It was a lengthy selection process,” said Nikki Baura, director of general management for Sapient’s interactive group. “We focused on the customer engagement throughout the buying cycle and how we can use e-mail marketing to enable that relationship through sales.”
Sapient will collaborate with the airline to create and implement an e-mail marketing program, and work on media buying, PR and CRM initiatives. The work will be led by Sapient’s office in Santa Monica, CA.
Sapient will use BridgeTrack, its analytics tools, to help build campaigns. The first step is to move Hawaiian’s data into this system to look at insights, and Sapient will use this information to launch marketing campaigns. Then they will employ an e-mail strategy based on this data to target different segments.
“We are looking at things like marketing measurement to think about how to influence customers in every step of the customer experience cycle from thinking about a vacation, to research and booking through to purchase and the post-travel experience,” added Baura. “The goal is to how do you develop a closer relationship and build deeper engagement throughout this process.”
The Hawaiian Airlines win expands Sapient’s existing client roster, which also includes Sony Electronics, Intuit, Virgin Charter, Linksys, HondaJet, Fox Broadcasting, Bare Escentuals, and the California Travel and Tourism Commission.