We refused to simply produce a traditional online campaign of banners and buttons on the usual holiday websites due to budget and above all stand-out.If the holiday is all about being active then perhaps your computer should be active too...On clicking the email link, your computer desktop screen shakes as if from a "download error" and the screen restarts with what seems to be your normal desktop with Outlook icons, rubbish bin etc.And there is a "normal" QuickTime hang-glider movie which begins playing. But, this certainly isn’t a normal movie as the whole desktop screen is in fact a "false front".And the hang-glider flies out of the QuickTime screen, across your "real" desktop and crashes into your rubbish bin icon.A jaw-dropping moment.Other icons reveal slideshows of the other Active holidays, brochure request form and a competition.A follow-up direct mail postcard comprised 4 postcards taped together with over 500 words of detailed holiday copy about a typical Crystal Active holiday, which ended with the words "and on the second day".

The Crystal launch was so successful that over 28% of viewers of the film forwarded it to a friend. The postcard mailer had a response rate of 15%The email and the direct mail postcard were directly responsible for over £740,000 of income, achieved from a campaign spend of under £35,000. An ROI of 21:1.The campaign also included national and trade press and exhibitions.As well, Crystal’s call centre had to recruit five extra staff to cope with the unprecedented surge in demand.