Visit Britain, Great Britain’s national tourism agency, wanted to attract French holiday makers. It turned to Adara for its ability to transform industry-wide search, loyalty and booking data into actionable business insights to better understand, reach and engage future travellers.
Visit Britain partnered with Brittany Ferries to overcome the challenge that is faced by many destination marketing organizations (DMOs) when advertising: they do not have a specific call to action. Brittany Ferries operates numerous routes between England and France, and by partnering together, Visit Britain was able to develop an advertising campaign with a clear call to action – inviting French nationals to book trips to Great Britain with Brittany Ferries.
The campaign was aimed at a highly targeted group of in-market French travellers, with a particular focus on those living in Brittany, Normandy, Paris, Ile de France and Pays de Loire – key departure points for Brittany Ferries bound for Great Britain. There was therefore a need for a specialist data partner that had access to exclusive travel data to target this group with personalized real-time messages.
Adara has data partnerships with more than 100 of the most recognized travel brands across the globe including many of the leading airlines, hoteliers and OTAs. This data provides Adara and its partners with a holistic understanding and excellent visibility on those people searching and booking trips and hotels to and from the UK, both direct and via OTAs/Metas. Due to Adara’s holistic view on travel data, enabling real time targeting of in-market travellers, Adara was able to serve the needs for Visit Britain’s campaign perfectly. The results speak for themselves:
- Adara outperformed the KPI of £45 CPB across the campaign by almost 10%, and drove over 3,000 clicks across a one-month period.
- Adara was one of the best performing partners on plan, outperforming competitor suppliers.
The results were particularly impressive given that it was a co-branded campaign with an extremely specific target audience within northern France.
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