Asian airline uses off-site ads to reach target audience

When running a promotion on our own site and on Expedia, being able to target the highly qualified Expedia audience with our ads after they leave Expedia is amplifying our revenue across all channels, and therefore multiplying our ROAS. The ability to personalize ads with destination images based on travelers intent generated a 20% lift in CTR over other advertising spend.

Mathias Eichelberger, General Manager of Online Sales & Marketing, Korean Air

Overview

Korean Air leveraged our first-party data and off-site advertising solution to increase bookings from the U.S. audience. As a result, they were able to reach a highly qualified audience across the web and obtained a 10:1 return on ad spend.

The Opportunity

A major carrier for air travel throughout Asia, Korean Air was looking to increase bookings from U.S. travelers, and specifically expand their reach beyond the traditional campaigns they had been running.

The Solution

To get a wider reach with a U.S. audience, we recommended a campaign that implemented off-site ads.

By leveraging this strategy for the first time, Korean Air was able to reach travelers interested in using the air carrier outside of Expedia Group websites. Using our first-party data on traveler trends and behavior, our off-site advertising solution identifies the attributes of people who are ready to convert and is then able to reach that audience profile across the web. This enabled Korean Air to engage and stay top of mind with travelers as they continued through their web browsing journey outside of Expedia Group sites.

The campaign featured a simple and direct call to action: Asia On Sale Now.

The Results

The campaign enabled Korean Air to measure the impact of their ad spend on the revenue they generated.

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