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Monarch Airlines drops offline for online in Lapland activity

LONDON - Monarch Airlines is ditching its traditional printed brochures and above-the-line advertising in favour of digital activity for its annual Lapland marketing push in the run-up to Christmas.

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In previous years, marketing efforts to promote Lapland have used press and radio.

This year's activity, which covers the company's key booking period for Lapland holidays and the annual search for Santa, will also seek to engage children as well as adults in a marked departure from previous years when activity has been confined to adults.

Liz Savage, managing director of Monarch Flights and Holidays, said: "The introduction of the mircosite and the withdrawal of printed Lapland brochures is a deliberate attempt to move customers booking Lapland trips away from call centres and travel agents and into an online environment where the lowest prices are always available".

A Lapland microsite, created by Milton Bayer, has been launched hosting a series of online Santa related games, as well as the ability to email Santa a Christmas wish list and receive an instant, personalised response.

A competition will also reward the best letter to Santa detailing a good deed, with a three-day trip to Lapland.

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