In a two month campaign that ran from April to June 2017, The Travel People worked with the Korea Tourism Organisation to drive relevant traffic to the tourist board’s website and promote South Korea as a holiday destination.
The Travel People used lastminute.com group’s wealth of data to identify four key relevant audience segments: the Culturally Curious, Empty Nesters, Couples and East Asia Interest (those who have al- ready demonstrated interest in travelling to East Asian countries). From there, The Travel People were able to simultaneously target multiple audiences and optimise and refine the organisation’s ad strategy, based on performance.
This type of targeting was used to increase the effectiveness of the campaign, and it worked: the Travel People increased click through rates by 30%. This successful result demonstrated how an advertiser targeting multiple audiences can use performance results to optimise campaigns for the most relevant audiences.