Case Study: Leisure Pass Group achieves high‑volume automated, personalised email engagement (800,000 emails/month) with dotdigital

Email passes to the sights of the city

Leisure Pass Group sells all‑inclusive city sightseeing passes for major destinations but faces a tough marketing challenge: most customers buy once and it’s hard to predict where or when they’ll travel next. To drive repeat purchases and cross‑sell other city passes across many markets and languages, the company needed a way to stay relevant to visitors before, during and after their trips without overwhelming resources.

Working with dotmailer, Leisure Pass automated a customer‑journey email strategy—around 200 tailored campaigns including pre‑purchase, abandoned‑basket, pre‑arrival and post‑visit flows, localized language versions, dynamic real‑time content and data capture via guidebook downloads. Integrated systems and segmentation let them send roughly 800,000 emails a month, boost conversions, streamline operations and track ROI more effectively while keeping the brand top‑of‑mind for future travel.

Leisure Pass Group

Oliver Bedford

Online Marketing Manager