Malta Tourist AuthorityObjective : Promote Malta to specific groups to increase awareness and sales
Drive sales to Malta during the shoulder season Autumn 2016.
3 separate UK audience segments: Families, LGBT and Couples/Friends
Use lastminute.com 1st party data and DMP technology to target 3 key audience segments. Design a set of banners for each audience segment. The banners drive traffic through to a landing page, highlighting reasons to visit, events and holiday deals.
High volumes of customers clicked to the landing page, click through rates were seven times higher than average (0.04%)
The 300×600 Family ad unit had the best results.