Thomas Cook airlines claims early gains from first UK programmatic ad campaign

Thomas Cook Airlines and marketing agency Infectious Media say the carrier’s first purely programmatic ad campaign driven encouraging early results.

Thomas Cook Airlines and marketing agency Infectious Media say the carrier’s first purely programmatic ad campaign driven encouraging early results.

The campaign will use airline data to better target customers with relevant deals, drive up brand awareness, attract new customers and offer ancillary products.

The partners said the marketing push would “target users across the entire customer life-cycle”.

The campaign is powered by Infectious Media’s Impression Desk technology, which combines Thomas Cook Airlines customer data with third and second party data sources..

Helen Atkinson, online partnerships manager at Thomas Cook Airlines, said: “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.

“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.”

Attila Jakab, client strategy director at Infectious Media, added: “We are delighted that Thomas Cook Airlines’ forward thinking digital team has taken an innovative approach to its marketing activity.

“For travel advertisers who have traditionally relied on the heavily crowded search and online travel agency channels, programmatic opens up a whole new opportunity for growth and innovation through personalisation.”