Hanmer Springs Pool Entires Giveaway
Hanmer Springs Thermal Pools is one of New Zealand’s most popular and successful visitor attractions. Winning the New Zealand Tourism Supreme Award and many other accolades, the Hanmer Springs Thermal Pools have high standards and demand excellence in all aspects of their business.
With the launch of several new attractions in December 2010, Hanmer Spring Thermal Pools wanted to not only celebrate, but make some noise in the domestic market as a reward to all that has visited. Plus they wanted to showcase the multimillion dollar development.
Using existing technology and within a four week timeframe, allow web site users to sign up for a free voucher that can be redeem at the pools with a bar code to ensure photocopies would be caught and there was no bottle neck at the entry point.
Process: Using the bar code readers that were already in use at the point of entry into the pools, a simple database was used to produce a unique barcode that would be displayed on each voucher. Development was then able to automate the process as each person signed on for a voucher.
Design: With the use of ThriveMail the process and design was really simple. The web site user would sign on using a simple form and the pass would then be sent to the email address of the user with the ability to either download a PDF of the unique voucher attached to the email or click a link to access their voucher.
Extras: With the actual development still to be completed, suitable imagery showcasing the new rides was not available. Taking a drawing, video and well angled available photos, an interactive map was design detailing the developments and what to expect when you visited the pools once the new attractions were open.
The free pass giveaway was a huge success with the first 20 000 all gone in four days. Hanmer Springs Thermal Pools then released a further 5000 vouchers that were zapped up. Apart from the usual overzealous mail marshals the promotion created positive feedback and interaction with the staff at the pools from those who had signed up.
Hanmer Springs were able to increase their CRM database and now also target specific groups with offers that interest them and of course look forward to 25 000 users visiting them between February and May 2011.