BA and AdSmart

Raising awareness and driving consideration for British Airways Holidays.

Background

Airline giant British Airways wanted to raise awareness and drive consideration for their full service tour operator, British Airways Holidays.

British Airways Holidays improves the ease of customers finding their perfect holiday by providing carefully selected hotels, car hire, payment options, and a 24 hour helpline.

Using AdSmart, British Airways Holidays were able to combine the power of TV with highly specified targeting to enhance the effectiveness of their marketing campaign.

As part of a wider cross media campaign, including linear TV, AdSmart ensured the British Airways Holidays TV ad was seen at an increased level of frequency by key British Airways Holidays’ prospects.

Objectives

Grow awareness of British Airways Holidays

Drive consideration for British Airways Holidays

Top Line Results

Despite a heavy cross-media campaign, the test sample were +25% more likely to have British Airways Holidays top of mind than the demographically matched control group and +60% more likely than the linear comparison sample of ABC1 adults.

The targeted audience of upmarket Mosaics based on location were almost twice as likely to be frequent foreign holiday makers than the broader comparison audience of ABC1 adults.

The AdSmart campaign was successful in raising awareness of British Airways as a holiday provider and not just an airline.

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