Hawaiian Airlines and Auckland Airport
YoY passenger demand, Hawaii to Auckland
YoY passenger demand, U.S. to Auckland
Overview
Award-winning Hawaiian Airlines sought to increase market share of booked flights from its U.S. hubs to Auckland. By partnering with MasterCard, Auckland Airport, and us, the airline saw passenger demand between U.S. mainland hubs and Auckland rise 40%.
The Opportunity
Hawaiian Airlines is an established market leader in westbound travel from the U.S. to Hawaii. They wanted to promote their routes to Auckland, New Zealand, in partnership with Auckland Airport. With these promotions, Hawaiian Airlines saw an opportunity to increase market share and Auckland Airport saw an opportunity to increase passengers.
The Solution
The collaboration with us, Hawaiian Airlines, MasterCard, and Auckland Airport led to an integrated advertising campaign. The campaign targeted U.S. travelers across all of our U.S. points of sale: Expedia.com, Hotels.com, Travelocity, Hotwire, Orbitz, and CheapTickets.
The campaign leveraged both our first-party data and Hawaiian Airline’s data. Analyzing this data helped determine the targeting strategy for the campaign, which included route targeting for on-site display ads and IP targeting for off-site ads. Route targeting helped Hawaiian Airlines and Auckland Airport get in front of travelers who were searching for specific airline routes. IP targeting focused on travelers in specific regions who were looking for airfare originating from Hawaiian Airlines’ major hubs.
The campaign incorporated display advertising and email marketing to reach potential travelers. It also used our audience extension off-site advertising solution to engage consumers wherever they browsed and booked on the internet. To encourage MasterCard use, the campaign offered shoppers a $200 MasterCard gift card with their purchase.
The Results
Between August and March, the campaign generated more than a 20% increase in passenger demand for routes between Hawaii and Auckland and nearly a 40% increase in demand for routes between the U.S. and Auckland. This campaign was awarded North America Airline Campaign of the Year by Expedia Group in 2018.
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