In partnership with West Midlands Trains, Anything is Possible is recognised in the Best Travel Campaign category for Mind the Twixmas Gap.
The Performance Marketing Awards are the industry’s leading benchmark for excellence in performance-based marketing, celebrating campaigns that demonstrate exceptional creativity, technical innovation, and measurable ROI.
Turning dead time into peak performance
The award-winning campaign addressed the seasonal challenge of the period between Christmas and New Year. Traditionally seeing minimal travel conversions, and while competitors scaled back, the Anything is Possible team leveraged the Twixmas lull. We launched a dedicated campaign with high digital activity to capture intent at that moment when customers suffering from seasonal holiday fatigue were most receptive to dreaming about their next escape. The campaign delivered a 19% year-on-year increase in journeys and over £900k in revenue.
Commenting on the work, the judges noted our ‘exceptional use of behavioural insight and phased storytelling – shifting the narrative from passive value to active motivation, proving that creative cut-through is the best remedy for a seasonal slump. The campaign didn’t just deliver a commercially successful off-peak uplift – it provided rich, actionable insights into consumer inertia.’
CEO and Co-founder of Anything is Possible Sam Fenton-Elstone said: ‘We’ve always believed that if you want to change marketing for the better, you have to believe in the possible.
During the week between Christmas and New Year, people aren’t passively sitting around digesting leftovers, they’re actively dreaming about what’s coming next. By catching that intent while the rest of the market was quiet, we turned dead time into revenue. This PMA win is proof that human insight is still the best remedy for a seasonal slump.’
