A newspaper company faced burgeoning pressure from the growing internet advertising market as well as a competitor implementing a travel incentive program. They needed to maintain and increase customer loyalty in their traditional newspaper medium to show value to their advertisers and show a return on investment for their advertising spend.

Advertising spend was measured against a predetermined target, and regularly communicated to customers. Customers who achieved their target attended a 5 star luxury travel experience to Queenstown, NZ.

The strategy returned a 3:1 ratio of revenue to expenditure for the program period and an overall advertising increase of 12% in light of a competitor also providing an incentive travel program to Hawaii. Furthermore, market share increased by 10% to 74%.