Exodus Summer of Adventure: Gold Winner at SMP Awards

Exodus Adventure Travels sought to shake up their summer marketing with a bold, creative mailer for their “Summer of Adventure” campaign. Their goals? Launch their new logo, drive late summer bookings, and create an impactful piece of direct mail that aligned with their commitment to sustainability.

Webmart delivered a die-cut 8-page mailer with an interactive pull-out, combining innovation and eco-conscious design. The results? 25.7% of all late summer bookings were attributed to the mailer, generating 22.85% of total revenue for the period and a staggering +2,600% return on ad spend (ROAS).

The Challenge

In April 2024, Exodus wanted to move away from their usual gatefold format and create something fresh and engaging to inspire last-minute summer bookings.

The campaign needed to:

• Integrate their newly launched logo into the design.
• Deliver high engagement and conversion rates.
• Be cost-effective, innovative, and sustainable.

Initial ideas generated during a Webmart print workshop were creative but too costly and environmentally demanding to execute. Exodus needed a partner to refine the concept into something that balanced creativity, sustainability, and budget.

The Solution

Webmart’s collaboration across creative, procurement, strategy, and sustainability teams resulted in four format options, with Exodus choosing a die-cut 8-page mailer with a bangtail pull-out.

Innovative Design:

The front featured a die-cut version of the new logo, revealing exclusive offers through the pull-out.

This interactive format encouraged engagement while being optimised for cost and sustainability, saving Exodus over £15,000 compared to the original concept.

Efficient Distribution:

The mailer was sent in an envelope that qualified for Mailmark rates, further reducing costs.

Despite initially hiding the die-cut design, the envelope created a delightful “wow factor” upon opening, enhancing the customer experience.

Sustainability Commitment:

Using Webmart’s EcoMetrics calculator, the campaign was made carbon-neutral. The 289kg CO2efootprint was offset by 318kg CO2e, aligning perfectly with Exodus’s sustainability goals.