Pemcards credits were distributed at information points together with the Roma Pass to generate postcards from travellers around the capital.
What were the activities required and what was the result obtained?
The multiple results were positive and Pemcards carried out four important activities:
- traveller data was profiled;
- the knowledge part of the capital’s places of interest was created by studying and subdividing the target audience (nationality, age, household);
- the creation of real brand ambassadors, the travellers, was encouraged
the postcards were sent to unknown recipients with the brand and CTA and contained a travel offer to visit Rome.
That is how lead generation was promoted!