Campaign: Luxury Link/Pack for a Purpose
Company: Luxury Link
Nonprofit Partner: Pack for a Purpose
Launch Date: March 2012
Travel website Luxury Link has partnered with nonprofit Pack for a Purpose in a new cause marketing effort to encourage travelers visiting places such as St. Lucia or Nicaragua to reserve five pounds of space in their luggage for items needed in schools and clinics near their destination. Luxury Link is working with its hotel partners in destinations from Africa to Asia and the Caribbean to South America to promote the program. Beginning May 17, Luxury Link will launch a series of travel auctions with a portion of the proceeds donated to Pack for a Purpose.
In this transactional cause-related marketing campaign, Luxury Link supports its nonprofit partner monetarily as well as logistically, providing a network of support via partner hotels. While the brand/cause fit appears seamless, this campaign would increase authenticity by sharing specifics around “portion of the proceeds” language as well as campaign minimums and maximums.