Case study: Retargeting in Integrated Campaign for Online Travel Company Campaign: Travel Your Way Client: Zuji Travel Partners: Cadreon, The Hallway, MediaMind

1. RETARGETING
CASE STUDY
IN INTEGRATED
CAMPAIGN

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

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

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

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