An award-winning paid media strategy that drove results in unprecedented circumstances
Activity period: 2020
With the pandemic taking full effect during March 2020 and the UK entering into an open-ended lockdown, Aria Resorts needed a new approach to a unique problem: how do you sell holidays when people aren’t allowed outside? Working on a reduced budget, maintaining visibility was vital to Aria Resorts, allowing holidaymakers to research, plan, and book – turning armchair explorers into converted business.
Our strategy had to capture and hold interest until a time where customers felt comfortable purchasing. We tailored copy in our campaigns to push a consumer-centric ‘flexi-booking’ message and expanded our remarketing campaigns to keep potential bookers warm. Working closely with Aria’s internal marketing team, we used past booker data to find ‘similar to’ audiences. With this data-driven approach, we got a laser-focused understanding of where bookings were most likely to come from, and target accordingly.
We were charged with securing holiday bookings worth a minimum 1,000% return on ad spend against Aria Resorts’ budget. We vastly exceeded this return to such an extreme that Aria had to actually reduce budgets for August… we had sold nearly every bed they had!
“
”
