60% higher ROAS
Entertainment
ROAS
A major UK music festival operator was paying inflated CPAs to reach international travellers. Navigator activated them on travel window and proximity to the festival dates, across a full-funnel programmatic and paid social campaign.
The Challenge
A major UK-based music festival operator needed to drive ticket sales for a large, multi-day music festival in an increasingly competitive global market. International travellers represented a high-value audience, but existing digital campaigns struggled to reach them efficiently. Interest-based and geo-targeted activations delivered inflated CPAs, low conversion rates, and overexposure to local audiences already saturated with festival messaging.
The challenge was to identify genuine travellers visiting he UK and activate them early enough in the planning phase to influence ticket purchase and attendance.
The Strategy
Navigator deployed a full-funnel, performance-led campaign using first-party airline and OTA data to target young international travellers.
Audiences were activated based on travel window and proximity to the festival dates.
Brand-led video formats ran 30–45 days pre-travel to build awareness and engagement.
Mid-funnel activations drove qualified traffic and retargeting pools, while conversion-focused messaging ran in the final 7 days before travel and during the stay, optimised towards CPA, CVR and ROAS.
The campaign ran across programmatic display and video, supported by paid social on Instagram and Facebook, with continuous real-time optimisation.
The Results
60%
Higher ROAS vs. Benchmarks.
CPA
Lower CPA on ticket sales from international travellers.
CVR
Improved CVR driven by high-intent audiences.
3%+
CTR across programmatic and paid social.
The Conclusions
Navigator's first-party travel data enabled the festival operator to reach the right audience at the right moment, before arrival and ahead of purchase decisions, driving more efficient ticket sales while strengthening brand engagement and attendance outcomes.
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