IAB Non-member: £120 +VAT
Consumers do a lot of research when planning a holiday online, from looking up destinations to flights to hotels to experiences and everyone wants the best deal. With digital advertising, marketers can use many different ways to reach their audience and make sure the relevant people are being targeted with the right ads.
Come along to this seminar to hear from some of the experts in the industry talk about insights and the best ways to promote the travel and transport vertical.
9:30am - 9:35am Introduction
Anna Randles, Senior Events and Training Manager, IAB UK
9:35am- 9:55am Connecting the Dots: Using Data to Create a Seamless Travel Marketing Strategy
Today's traveller is more connected than ever before, as they discover, search, and book travel on dozens of sites across multiple devices. The traveller path to purchase becomes even more complex as they move through apps, social media, comparison sites and supplier direct sites. We as travel marketers continuously face the challenge of how best to engage with our in-market travellers and provide a seamless message across different mediums and through multiple touch points. In this session, Matthieu Betton of Sojern explains how a holistic data set is the key to tying this altogether in order to create a comprehensive marketing strategy.
Matthieu Betton, Commercial Director, Europe, Sojern
9:55am - 10:15am Travel & mobile video – the perfect match
Studies show video is the preferred advertising format for consumers. Allowing users to experience vacation spots and holiday journeys first hand through their mobile devices, video works incredibly well for the travel & transport sector. Showcasing a variety of creative formats and best practice campaigns, this session will discuss how interactive mobile video formats like 360 video can create impactful advertising, allowing for better campaign performances and bigger brand impact.
Andre Eaglestone, Director of International, LoopMe
10:15am - 10:35am #CatsOnAPlane
Over the past three years, Thomas Cook Airlines has expanded its long-haul route offering significantly, particularly to the United States. Therefore, the business needed to change consumers’ perception of the brands overall market offering.
In this session, Jacob and Helen will present in a case study format how Thomas Cook Airlines and affilinet used the affiliate channel and paid social to promote their industry first content across two key online channels.
The presentation will focus on two unique pieces of content that were created by Thomas Cook Airlines to raise awareness of their routes and ultimately increase sales.
Jacob Jeffery, International Account Director, affilinet & Helen Atkinson, Senior Digital Marketing Manager, Thomas Cook Airlines UK
10:35am - 10:55am The Art & Science of Creative Campaigns in the Age of Digital Travellers
With the influx of content and increasing measurement opportunities brought by the digital landscape, there is an opportunity for brands to harness the power of data in new ways that drive results. But how can marketers analyse the endless troves of data and transform metrics into creative campaign strategies? In this session, Angelique Miller of Expedia Media Solutions will help attendees understand how to use smart data to target the right audiences, influence traveller decisions and develop multifaceted campaigns that generate awareness and demand for a travel brand, destination or property. Through a series of creative case study examples, Expedia Media Solutions will discuss how destination organizations like Visit Britain and The Hawai’i Tourism Authority are using data and innovative technologies—such as virtual reality, facial recognition and interactive video—to find the right balance between art and science and drive meaningful engagement.
Angelique Miller, Director, Brand & Marketing, Expedia Media Solutions