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RETARGETING
CASE STUDY
IN INTEGRATED
CAMPAIGN
CAMPAIGN
Travel Your Way
CLIENT
Zuji Travel
PARTNERS
Cadreon, The Hallway,
MediaMind
BACKGROUND
In 2010, despite heavy visitor
traffic, Zuji was losing market
share to competitors, who were
competing heavily on price.
Like most online retailers, it
depended on reach and
frequency techniques and SEM
to spruik the best deals.
Zuji needed a more effective
system to convert the visitors it
was already attracting.
Full case study at: marketingmag.com.au/case-studies
OBJECTIVES
Full case study at: marketingmag.com.au/case-studies
In early 2011, the objectives
were:
1) to position Zuji as the only online
travel retailer in Australia to provide
travellers with more choice and
technology to easily and cost
effectively take charge of their own
travel bookings, and
2) to deliver the most advanced
targeted and immediate travel
offers in the history of Australian
travel.
STRATEGY
Zuji wanted a system to share
sale fares relevant to an
individual’s known holiday
intent through an automated
process that feeds best prices
into existing online banner
placements, 24/7.
Its target audience was the
slightly older Gen Ys and Gen
Xs with higher disposable
income, who appreciate
technology and the choices it
offers.
Full case study at: marketingmag.com.au/case-studies
EXECUTION
Phase 1: ‘Travel Your Way’ ad
campaign hit TV screens,
newspapers and billboards.
Phase 2: Zuji began using the
MediaMind platform to
successfully identify visitors’
flight or holiday intentions to
deliver personalised ads
wherever they went on the web.
Full case study at: marketingmag.com.au/case-studies
RESULTS
• Site visitors up 40% three months
after the campaign,
• bookings up 100% on the same time
in 2010,
• CTR up 300%: display CTR went from
0.04% to just under 0.12%,
• basket value rose 25%,
• campaign maintains a low CPA
thanks to its lower burn rate in terms
of overall impressions served, and
• a better customer experience.
Full case study at: marketingmag.com.au/case-studies
NEWS, VIEWS 

AND RESOURCES

EMAILED DAILY
THIS CASE STUDY IN FULL
Marketing TO YOUR
DOOR 6 TIMES A YEAR
Want more?
www.marketingmag.com.au

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Case study: Retargeting in Integrated Campaign for Online Travel Company

  • 2. CAMPAIGN Travel Your Way CLIENT Zuji Travel PARTNERS Cadreon, The Hallway, MediaMind
  • 3. BACKGROUND In 2010, despite heavy visitor traffic, Zuji was losing market share to competitors, who were competing heavily on price. Like most online retailers, it depended on reach and frequency techniques and SEM to spruik the best deals. Zuji needed a more effective system to convert the visitors it was already attracting. Full case study at: marketingmag.com.au/case-studies
  • 4.
  • 5. OBJECTIVES Full case study at: marketingmag.com.au/case-studies In early 2011, the objectives were: 1) to position Zuji as the only online travel retailer in Australia to provide travellers with more choice and technology to easily and cost effectively take charge of their own travel bookings, and 2) to deliver the most advanced targeted and immediate travel offers in the history of Australian travel.
  • 6. STRATEGY Zuji wanted a system to share sale fares relevant to an individual’s known holiday intent through an automated process that feeds best prices into existing online banner placements, 24/7. Its target audience was the slightly older Gen Ys and Gen Xs with higher disposable income, who appreciate technology and the choices it offers. Full case study at: marketingmag.com.au/case-studies
  • 7.
  • 8. EXECUTION Phase 1: ‘Travel Your Way’ ad campaign hit TV screens, newspapers and billboards. Phase 2: Zuji began using the MediaMind platform to successfully identify visitors’ flight or holiday intentions to deliver personalised ads wherever they went on the web. Full case study at: marketingmag.com.au/case-studies
  • 9. RESULTS • Site visitors up 40% three months after the campaign, • bookings up 100% on the same time in 2010, • CTR up 300%: display CTR went from 0.04% to just under 0.12%, • basket value rose 25%, • campaign maintains a low CPA thanks to its lower burn rate in terms of overall impressions served, and • a better customer experience. Full case study at: marketingmag.com.au/case-studies
  • 10. NEWS, VIEWS 
 AND RESOURCES
 EMAILED DAILY THIS CASE STUDY IN FULL Marketing TO YOUR DOOR 6 TIMES A YEAR Want more? www.marketingmag.com.au