In 2017 The Travel People worked with Visit Flanders on three campaign flights to increase awareness of the Northern Belgian region, and in particular the city of Bruges, as mini-break destinations among multiple key audience segments in Italy: young couples, over 55s and art and culture lovers.
To increase engagement, The Travel People ran campaign takeovers on the Italian lastminute.com and volagratis home pages (including Flights+Hotel home pages), and simultaneously targeted these three audiences with banner advertisements and newsletters, as well as videos and posts shared via social media.
After an initial evaluation, The Travel People optimised the campaign based on the audience performances, by up weighting delivery to the most responsive audience segments.
Using this audience experimentation technique, The Travel People increased overall click through rates for Visit Flanders by 33% during the first campaign flight on lastminute.com. And, by focusing on the over 55s – the most engaged audience – they were able to optimise the campaign, resulting in a 54% increase in click through rates for this particular audience segment.