Situation
A little-known paradise in Asia and multi-award-winning airline wanted to raise awareness of this destination as a holiday spot for UK travelers while also positioning the airline as the carrier of choice from London and Manchester.
We sought to deliver at least a 0.07% click-through rate (CTR) to the airline website to drive bookings to the Asia destination and generate awareness while maximizing reach.
Action
With display prospecting, we raised awareness of the destination as well as the airline’s routes. In addition to geolocation targeting for London and Manchester, we used behavioral, affinity and interest, and keyword targeting as well as retargeting and look-alike strategies.
This multitactical approach enabled us to target audiences with travel intent to the destination and/or competitor destinations and those interested in luxury, adventure, beach, nature and wildlife, outdoor and culinary.
The Results
Our precise targeting strategies paid off, reaching audiences with intent who clicked through to the airline website at a CTR of 0.23% – exceeding our goal of 0.07% by 0.16%. In addition to driving qualified traffic to the website, we were also successful in raising awareness of the destination among UK audiences and of the airline as a carrier of choice from both London and Manchester. Our efforts produced a unique reach of more than 400,000 during a short-burst campaign period.
3x
CTR Campaign Goal
400K+