Audience360 Travel
The Challenge
An Australian nationally represented hotel chain was looking to reach domestic travellers to drive online bookings via valid traffic across their websites with the key measurement of success being a significant return on advertiser spend. The client was also conscious about increasing brand recall and consideration of the brand within a core segment of travellers during COVID-19.
Our Approach
The approach was to utilise display advertising and leverage our exclusive 1st party deterministic audience that through clear intent signals displayed a desire to travel. A core component of the strategy was to deliver targeted advertising across key audiences based on their airport of origin and desired destination. Strategies included segmenting and ranking users based on NSW and QLD as destinations and weighting delivery based on Brisbane, NSW, Gold Coast Sunshine coast and Tropical North Queensland as part of a greater strategy.
The Result
The campaign reached Elite Travellers with collaborative game theory attribution being the key success measurement methodology
Audience360 Travel campaign that included the Elite Traveller audience delivered a return on advertiser spend of x10 when compared to a control targeted group that did not include the Elite Traveller audience.
The target of a return on advertiser spend of 10:1 during COVID-19 related border closures, significantly reducing traveller confidence, was exceeded dramatically.