To increase consideration and performance for lesser traveled sectors of GoFirst and turn them into preferred destinations.
Due to the events of the last few years, there has been a significant change in travel behavior. Multiple short trips over long weekends with last-minute planning have become more prevalent as opposed to well-planned annual vacations.
We positioned those weaker sector destinations as possible weekend hotspots by informing hotspots by informing GoFirst passengers in advance about the upcoming long weekends. We targeted these last-minute planners with early bird communications through compelling mailers about the destination and lowest fares.
Increase in average website traffic
Returning visitors increased
Increased occupancy in 9 weak sectors