28% growth in incremental searches

The market for tourism boards is highly competitive, with travellers often spoilt for choice when deciding where to travel. To have the best chances of success, tourism boards need compelling digital marketing campaigns, with touchpoints to engage with a 100% high intent passenger, before they have made a flight and/or hotel purchase.

A leading tourism board client of Navigator generally relied on their own website retargeting campaigns, with little knowledge of where passengers were at in terms of their passenger journey, which proved costly and ineffective at growing prospective audiences, and they needed a more efficient strategy.

Facing the challenge of targeting confirmed high intent passengers, in the search stage of the passenger journey, the tourism board turned to Navigator for its unique 1st party travel data access capabilities. Navigator's ability to reach 100% searched travelers searching for flights and/or hotels into the destination, and into competing destinations, during the critical post search, pre-booking window aligned with the tourism board's goal. Our solution involved leveraging airline and OTA 1st party itinerary data to execute a highly tailored, multilingual campaign, multi-platform campaign, efficiently promoting the airline to the right person, at the right place, at the right time to effectively prime passengers to purchase with the airline.

Navigator leveraged 1st party data from multiple travel data partners, which gave the tourism board 80%+ coverage of 100% high intent travellers searching for flights and accommodation into their market and competing destinations.

We were able to segment the audiences by origin and destination and therefore run a campaign in multiple languages, targeting the specific audience segments they wished to focus on — something the client had not been able to do before. We also set strict targeted travel phases and served ads solely to passengers that had not yet booked their flight and/or accommodation, to ensure we were engaging with the right passengers, right in the tourism board's marketing 'sweet spot'.

We ran the campaign across META, GDN and TikTok, giving the tourism board varied and wide access into their target audience.

The campaign adopted a full funnel approach and as such had x3 separate objectives, each driving a different phase of the post search travel journey. First brand awareness, then moving to driving engagement with the tourism board landing page and ultimately moving to conversion driving passengers to convert.

We served creative content and copy tailored to the high intent travelling audience specifically, and ensured we had different creative to serve each objective.

Our goal was also to maximize brand uplift, as well as to drive bookings and searched into the destination.