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B2C ADVERTISING CAMPAIGN
Great Britain "I travel for..."
March — April 2019
Client
VisitBritain
Task
Promotion of the Great Britain as a travel destination for Russian tourists.
Solution
Running the digital advertising campaign with Travel Programmatic technology. BCG-analysis of flight and hotel search allowed us to identify competing destinations, which target tourists were searching for during their inspiration phase, and to influence them to book their holiday in Britain. For the advertising campaign, the customer triggers were defined (Discoveries, Stories, Flavors) and inspirational creatives were developed.
Target audience
The advertising campaign was targeted to a segment of luxury travelers from Russia, who were looking for a destination for their holiday. Luxury traveler profile was based on the following parameters:
• searching and booking flights in business class and 4*-5* hotels,
• luxury destinations in travel history,
• length of stay is more than 10 days,
• age - 23-55 years,
Strategy
For the advertising campaign, 3 sets of banners on the themes were created - Discoveries, Stories, Flavors. The banners sent the users to the landing page of Sodis tour operator (sodis.ru). Banners were placed in hundreds of websites, including tourism sites (OTAs, flight and hotel booking) through the help of automated purchase of advertising placements - programmatic.
VisitBritain
Task
Promotion of the Great Britain as a travel destination for Russian tourists.
Solution
Running the digital advertising campaign with Travel Programmatic technology. BCG-analysis of flight and hotel search allowed us to identify competing destinations, which target tourists were searching for during their inspiration phase, and to influence them to book their holiday in Britain. For the advertising campaign, the customer triggers were defined (Discoveries, Stories, Flavors) and inspirational creatives were developed.
Target audience
The advertising campaign was targeted to a segment of luxury travelers from Russia, who were looking for a destination for their holiday. Luxury traveler profile was based on the following parameters:
• searching and booking flights in business class and 4*-5* hotels,
• luxury destinations in travel history,
• length of stay is more than 10 days,
• age - 23-55 years,
Strategy
For the advertising campaign, 3 sets of banners on the themes were created - Discoveries, Stories, Flavors. The banners sent the users to the landing page of Sodis tour operator (sodis.ru). Banners were placed in hundreds of websites, including tourism sites (OTAs, flight and hotel booking) through the help of automated purchase of advertising placements - programmatic.
Results
704 885
banner impressions
0,22%
average CTR
1 603
clicks
