The challenge

A new sky deck attraction needed to stand out among many popular attractions in New York City, including several world- renowned observation deck experiences. Despite its stunning scenery and potential, the attraction struggled to engage travellers and become an NYC must-see. To tackle this obstacle, they joined forces with Navigator to create an optimised strategy, powered by first-party travel data, that engaged and converted new customers on their way to NYC.

The strategy

Navigator’s strategy focused on using first-party travel data from United Airlines and Spirit to target domestic passengers who booked flights to New York City within a specific 180-day time frame. By using valuable information about potential visitors, Navigator could target them during the crucial planning stage of their trip when they needed inspiration for activities and excursions.