We’re thrilled to announce that we’ve won the Silver Marketing Association Award for Best Use of AI in a Marketing Campaign!
Our team has been recognised for our innovative and effective use of artificial intelligence, and we couldn’t be prouder to take home this award among so many strong contenders.
2026 saw many excellent finalists in various categories, and to be shortlisted was an achievement in itself, but to come home with a win is a huge honour.
Read on to find out more about our work.
What Was Our Campaign?
Just Go! Holidays (JGH) is a leading coach holiday operator that relies heavily on direct mail. With thousands of different holidays, spread throughout the year, and with multiple pickup points, targeting the right customer at the right time is highly complex.
The Challenge
Reduce direct mail volume and costs without losing bookings. Because JGH already used a sophisticated targeting system, the AI had to prove it could deliver even better results.
The Solution
We built 40 AI-driven propensity models in just two months. These models analysed customer behaviour, web activity, and booking history to predict who was most likely to buy what and when.
The Results
- Massive Savings: The AI proved that mailing just 77% of the original audience would still generate 95% of bookings, saving hundreds of thousands of pounds in wasted mail.
- Faster Implementation: Building and integrating the AI models took just one-third of the time of traditional methods.
- Seamless Integration: The models were integrated directly into our customer data platform for automated, ongoing use.
Judges Comments
Thanks to our great results using AI for our marketing campaign, the panel of expert judges chose our entry for the win. Below is a summary of what they had to say:
Our work was deemed an exceptional, metrics-driven case study that demonstrates the true power of AI when used correctly.
Despite the highly complex landscape (involving 450 pickup points and 60 distinct tours), data intelligence was used to radically optimise mailing lists, achieving a remarkable 16% improvement on ROI while reducing costs.
All without sacrificing holiday bookings.
The use of AI didn’t replace traditional channels either. It just enhanced them, cutting out waste and bringing better results.
The judges also noted that our work was a standout entry and a potential blueprint for the sector.
Overall, they described it as a rigorous, real-world AI application that delivers proven commercial value.
Less glamorous than some entries but arguably more meaningful and a strong contender, distinguished by its technical depth and honest measurement framework.
Looking Ahead
As we continue to push the boundaries of data-driven marketing, it is important to remember that AI is a tool, not a replacement for human judgement and creativity.
We must be cautious not to rely solely on algorithms and data, but rather use them as aids in our decision-making processes.
As AI becomes more prevalent in marketing strategies, it is crucial for businesses to prioritise ethics and responsibility.
While AI has brought immense value and efficiency to the world of marketing, it is essential for us to approach its integration with caution and mindfulness, leveraging the power of AI alongside human insight.
If you want to learn more about our services, browse our website for the details.
