studie cases
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Case Studies: Hotel, Airline, NTO and Travel-‐Product Adver6sers
Holiday Inn’s Kids EAT & STAY Free Campaign Holiday Inn Hotels in the US and Canada help families save on travel by offering free meals and accommoda;ons to their kids as long as they’re with their parents
Execu6on Equally eye-‐catching and beau;fully designed Leaderboard (728x90) banners were rotated evenly on all Wego Homepages. The promo messages “Kids Stay & Eat FREE” were heavily employed.
Results
A total of 51,729 impressions were delivered with results to 0.43% CTR. Users from the United States, Philippines and Singapore have the highest click throughs.
Marina Bay Sands’ Autumn Special
Over-‐all Results: 0.15% Open Rate
0.13% CTR
AU Subscribers: 16.01% Open Rate
0.87% CTR
SG Subscribers: 27.43% Open Rate
1.82% CTR
Campaign As part of their marke;ng launch efforts, Marina Bay Sands wanted to pique the interest of visitors to Singapore par;cularly from Malaysia, Indonesia, Australia and India
Execu6on A customized, well-‐designed email blast with value-‐worth efforts were sent to Wego Subscribers from Singapore, Australia, India, Indonesia and Malaysia
Results An average general CTR of 1.15% for the EDM, with 19.46% open rate was garnered. Australians and Singaporeans were the ones mostly interested in the offer in terms of opening the email offer
Accor’s 3 Day Super Sale
Hotels Homepage Leaderboard: 0.68% CTR
Campaign To push it’s Hotel Room bookings in Asia-‐Pacific, Accor held a 3-‐Day Super Sale.
Execu6on Wego blocked over 80,000 impressions for standard banner placements. About 60% SOV was secured for the campaign period. All Featured Deals edi;ons also displayed the exci;ng promo message.
Results An average of 0.43% CTR was accumulated by all placements. Among the banners, the Leaderboard (728x90) has the highest CTR at 0.68%. The Featured Deal has also accumulated a total of 368 clicks for all edi;ons – AU, SG, HK, MY, PH & ID.
Asiarooms’ CNY EDM & CaZish
Hotel Details’ CaZish:
0.74% CTR
Campaign Asiaroom’s launched a tac;cal campaign aimed driving awareness of exclusive holiday offerings in MY, ID, TH and AU des;na;ons.
Execu6on Targeted to SG, MY and HK users, a Caeish placement was u;lized for two weeks. This placement is located Airfares and Hotels Details pages, two of the highest viewed pages. Finally, an EDM was also sent to SG subscribers.
Results The placement resulted to 0.69% average CTR. Users from Malaysia were the ones most interested in the ad at 0.85% CTR. Almost 13,000 SG subscribers also received the EDM, which resulted to 20.32% Open Rate, and 3.67% CTR.
SG Subscribers: 20.32% Open Rate
3.67% CTR
Air Asia’s 8 Years Anniversary Promo
Flights Spotlight: 0.79% CTR
Campaign Air Asia celebra;ng its 8 wonderful years in the industry celebrated a limited promo;on “all fares from SGD28” special deal for Asian Routes
Execu6on Wego ran standard size banners across the site. Air Asia also took the Flights Spotlight placement to heavily promote its campaign. The Flights Spotlight is located on top of the flights search results.
Results Standard size banners resulted to 0.42% CTR, while Flights Spotlight has 0.79% CTR. Users from Singapore, Indonesia, Malaysia and Australia were among who generated the highest click-‐throughs.
Lu]hansa’s Early Bird Campaign
Flights Spotlight: 0.74% CTR
Campaign Lughansa encourages travelers to book early to push sales on flights from Singapore to Europe, par;cularly to Munich and Frankfurt
Execu6on To highlight the Early Bird Campaign, Wego has provided the Flights Spotlight. Targeted Ads were also delivered to Singaporean users search for Europe flights, including a special deal in the Singapore Deals Page
Results The Flights Spotlight placement garnered 0.74% CTR. All other placements have an average CTR of 0.76% with the Skyscraper in the Flights Search Results accumula;ng 1.38% CTR. Over 200 clicks for the Featured Deal was also recorded during the campaign period (8 to 30 Nov)
Skyscraper: 1.34% CTR
Lu]hansa’s European Sale EDM
MY Subscribers: 5% CTR
Campaign Lughansa offers key ci;es in SEA for cheap flights to their EU des;na;ons.
Execu6on Lughansa sponsored a customized EDM to Wego subscribers from Singapore, Malaysia, Indonesia and Philippines
Results
An overall 2.77% CTR and an open rate of 17.44% for the key markets targeted. Malaysia and Singapore have shown a high interest to the marke;ng promo;on at 19% open rate. In addi;on, the offer from Lughansa seem to have appealed more to Malaysian users at 5% CTR.
Mail Open Rate: 17.44% Overall: 2.77% CTR
TWA’s Extraordinary Perth Campaign Campaign Tourism Western Australia launched their branding campaign promo;ng Extraordinary Perth to users in Singapore.
Execu6on Various ROS banners and Flights Homepage placements were targeted to SG users. Moreover, newly launched TVC ad unit provided an innova;ve and media-‐rich adver;sing to Wego users in SG. The TVC can be played only once to make it less obtrusive.
Results Flights’ Homepage Leaderboard provided prominent presence to the campaign and garnered a CTR of 0.56%. The 30-‐sec TVC was seen by over 14,000 unique visitors of Wego in SG and has produced an average CTR of 0.61%
Flights HP: 0.56% CTR
TVC: 0.61% CTR *for a demo, please check
www.youtube.com/user/travelwego
Malaysia Airline’s Travel Fair Campaign Campaign Malaysia Airlines organized a week-‐long travel fair to promote its low fares on Kuala Lumpur-‐origina;ng flights.
Execu6on Due to the promo’s ;me-‐sensi;vity, the Caeish was employed at 100% SOV to MY users. In addi;on, an ROS Leaderboard placement was also used to generate awareness about the promo. Both of these placements provided the necessary prominence in the Wego site.
Results Ager a week long online campaign, the MATF Caeish placement has accumulated 0.60% average CTR. The ROS Leaderboard also produced good results at 1.16% CTR.
CaZish: 0.60% Ave CTR
ROS Leaderboard: 1.16% CTR
Malaysia Airline’s MATTA Fair Campaign Campaign Following the MATF Campaign, the MAS and Malaysian Associa;on of Tour & Travel Agents (MATTA) held it’s annual MATTA Fair, with MAS as one of the supporters.
Execu6on Wego introduced the Premium Leaderboard at 100% SOV as this is a prominent placement for short-‐period campaigns. Other placements for this follow-‐up campaign includes ROS Mrec and ROS Leaderboard
Results The Premium Leaderboard accumulated a good CTR of 0.59%. The Premium and Featured Textlinks also did well and produced a 0.66% average CTR for this campaign.
Premium Leaderboard: 0.59% CTR
Premium & Featured Textlink: 0.66% Ave CTR
Tune Hotel’s Branding Promo6on Campaign Tune Hotels promoted their various SEA and London hotel proper;es through a branding campaign using various crea;ves.
Execu6on Tune Hotels have Des;na;on-‐targeted Banner Placements on Wego’s Hotels and Flights search pages. These banners would appear in key ci;es where Tune Hotels are located, i.e., Kuala Lumpur, Bali, Penang, London, Singapore, etc.
Results Over all the campaign produced a 0.68% Average CTR. Tune Hotel banners for Penang searches proved to be popular at 0.94% CTR, followed by Kuching and Kuala Lumpur at 0.89% and 0.83% Average CTR, respec;vely.
Overall Results: 0.68% Ave CTR
Penang Searches: 0.94% CTR
Hilton Hotel’s Great Getaway Campaign Campaign Hilton Hotels is promo;ng its Great Getaway campaign by offering up to 40% off on room rates to its worldwide poreolio of hotels.
Execu6on The campaign used the Hotel Deals using Featured and Top 10 Deal placements. The offer is changed weekly and thieplacements are shown in the 7 key markets inside Wego, plus partner sites such as Yahoo SEA, De;k Travel, News.Com.AU, eBay Travel and ViaSingapore.com.
Results The placement has produced over 5,600 clicks ager the campaign. Two-‐thirds of the clicks of the campaign come from the Indonesia site. Hilton has gained addi;onal exposure by being part of the Featured Deals.
1,910 clicks from ID Market Hilton gained addi6onal conversions from the
Distribu6on Partners exposure
Featured Deals: 3,000+ clicks in less than a month
Celcom Broadband’s Instanet Campaign An awareness campaign with “No Frills, Internet Access” as their main selling point, Celcom Broadband’s Instanet launched their campaign targe;ng travellers to Malaysia.
Execu6on This campaign has u;lized Wego’s ad targe;ng capabili;es. Animated Instanet banners are displayed across the Wego site to users searching for hotels in, flights to, and even packages and travel deals for Malaysia.
Results The placement has produced over 200,000 impressions in less than two months. Users from neighboring Indonesia, and even Australia searching for Malaysian Des;na;ons have produced the highest CTR.
Indonesia: 0.27% CTR Australia: 0.28% CTR
Overall Results: 0.23% Ave CTR
TNZ’s South Island Promo6on Campaign Tourism New Zealand launched a campaign to promote NZ’s South Island Des;na;on and to boost their Facebook Fan Page.
Execu6on Singapore users were en;ced to “like” the TNZ FB Fan Page and submit their contact details for a lucky draw to win an iPad. Premium and exclusive home page placement, display banners and Wego’s social media network were u;lized to support this promo;on.
Results More than 3,500 Singapore unique users visited the promo site, while over 700 entries were received. Social media has also proven to be a great marke;ng support where 40% of incoming traffic came from Twiner & Facebook promo;ons.
ROS Banners: 0.36% CTR
Homepage Placement: 0.39% CTR
TNSW & SIA Promo for Families Campaign Tourism New South Wales, in partnership with Singapore Airlines, promoted des;na;on packages for Wego Newslener subscribers.
Execu6on A customized EDM was sent out to over 31,000 subscribers in Singapore.
Results
Ager a week, an overall 1.30% CTR and an open rate of 22.77% was recorded for the the Singaporean subscribers
Mail Open Rate: 17.44% Overall: 2.77% CTR
Thank You
Nuniek �Head of Sales in Indonesia�[email protected]�+62 817 0159 311�+62 9438 4740�+62 21 2557 1683�Skype : nuniek59��Wisma Metropolitan II, 6th Floor �Jl.Jend Sudirman Kav.29-31�Jakarta 12920��