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Case Study

Travel Case Study: Virgin Holidays

Taking prospecting and retargeting to new heights.

Client Challenge

Virgin Holidays is the market leader for holiday packages to the United States, Caribbean and a number of other holiday destinations. The marketing objective was to attract new customers and drive online package holiday bookings from the UK to destinations around the world. The client engaged The Exchange Lab to deliver a combination of prospecting and re-targeting tactics.

Results

Based on last touch attribution, The Exchange Lab achieved a prospecting CPA 29.3% below target and a retargeting CPA 30% below target.

  • 29.3%

    Below the CPA target

  • 30%

    Below the retargeting CPA target

The Exchange Lab exceeded expectations and out-performed previous display activity from other programmatic partners.

Strategy

  • The strategy focused on driving performance across a blend of prospecting and re-targeting tactics, utilizing 20 different tactic and platform combinations over four DSPs to discover what media mix would drive the best campaign performance
  • The benefit of using four DSPs meant The Exchange Lab could efficiently scale delivery on the best performing sites and channels by targeting 35 different exchanges
  • Scaled re-bookings while maintaining performance

Insights

A broad audience group bought packages from Virgin Holidays, yet The Exchange Lab was able to define more specific details of those who purchased. The highest converting audience for the product was;

  • 35-44 year olds earning £50K+ (50/50 men and women)
  • Are interested in traveling to North America on a package holiday for 10 or more nights
  • Males and females converted equally

The highest performing channel categories were:

  • Magazines
  • Business News
  • North America