Industry
Travel & Tourism
Objective
To drive awareness and increase purchase intent for its discounted flight routes to Uluru, Virgin Australia partnered with Vistar Media to launch a dynamic, data-driven digital out-of-home (DOOH) campaign.
Results
Virgin Australia soared ahead of competitors—outperforming Qantas, Jetstar and Rex—as the preferred airline for Uluru flights.
Key Product
Device ID passback
From awareness to action
Targeting travellers in Melbourne and Brisbane, the campaign aimed to engage key audiences at crucial moments in their daily routines, ensuring the message resonated with potential flyers. Virgin Australia needed a highly tailored campaign to boost visibility, strengthen brand preference and increase sales, seamlessly integrating both OOH and mobile retargeting for a powerful omnichannel impact.
Targeted tactics for success
The campaign was executed across Melbourne and Brisbane, utilising programmatic technology to deliver tailored messaging by location and time, ensuring maximum relevance and engagement. To boost the conversion funnel, Virgin Australia used device ID passback to retarget audiences on their mobile devices creating a seamless omnichannel experience.
Measuring impact
An Opportunity to See study, conducted with Dynata, was used to measure the impact on awareness, consideration and purchase intent. This provided Virgin Australia with clear insights into the return on investment from the DOOH initiative and informed their future marketing efforts.
"OOH has always been a powerful medium for broad message dissemination, but DOOH has transformed it into a targeted, data-driven tool. This campaign expanded our reach and enhanced our engagement, driving significant uplift in ticket sales. It's thrilling to leverage technology that brings such immediacy and precision to our advertising efforts. Working with Vistar was fantastic and their collaborative approach allowed us to achieve remarkable results together.”
Hugh Davidson | Investment Manager, PHD Australia