The company has partnered with specialised agency Infectious Media to develop the campaign. Infectious Media’s proprietary Impression Desk technology, which brings together Thomas Cook Airlines customer data with third and second party data sources, is being used to create targetable segments and control its programmatic advertising.
“Partnering with Infectious Media has given us valuable insight into the performance of our display activity, helping us to more effectively and efficiently acquire new customers and build brand awareness throughout our peak trading periods,” said Helen Atkinson, Online Partnerships Manager, Thomas Cook Airlines.
“We have also been able to use display to build on our eCRM activity, by targeting existing customers to book their flight extras; from booking James Martin in-flight meals to reserving seats – helping us to improve our overall customer experience. Early results have proved promising with our new customer KPI of CPA falling by 75% since launch to date.”