RETARGETING

CASE STUDY

IN INTEGRATEDCAMPAIGN

CAMPAIGNTravel Your Way

CLIENTZuji Travel

PARTNERSCadreon, The Hallway, MediaMind

BACKGROUNDIn 2010, despite heavy visitor traffic, Zuji was losing market share to competitors, who were competing heavily on price.

Like most online retailers, it depended on reach and frequency techniques and SEM to spruik the best deals.

Zuji needed a more effective system to convert the visitors it was already attracting.

Full case study at: marketingmag.com.au/case-studies

OBJECTIVES

Full case study at: marketingmag.com.au/case-studies

In early 2011, the objectives were:

1) to position Zuji as the only online travel retailer in Australia to provide travellers with more choice and technology to easily and cost effectively take charge of their own travel bookings, and

2) to deliver the most advanced targeted and immediate travel offers in the history of Australian travel.

STRATEGYZuji wanted a system to share sale fares relevant to an individual’s known holiday intent through an automated process that feeds best prices into existing online banner placements, 24/7.

Its target audience was the slightly older Gen Ys and Gen Xs with higher disposable income, who appreciate technology and the choices it offers.

Full case study at: marketingmag.com.au/case-studies

EXECUTIONPhase 1: ‘Travel Your Way’ ad campaign hit TV screens, newspapers and billboards.

Phase 2: Zuji began using the MediaMind platform to successfully identify visitors’ flight or holiday intentions to deliver personalised ads wherever they went on the web.

Full case study at: marketingmag.com.au/case-studies

RESULTS• Site visitors up 40% three months

after the campaign,

• bookings up 100% on the same time in 2010,

• CTR up 300%: display CTR went from 0.04% to just under 0.12%,

• basket value rose 25%,

• campaign maintains a low CPA thanks to its lower burn rate in terms of overall impressions served, and

• a better customer experience.

Full case study at: marketingmag.com.au/case-studies

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