We incorporated contextually targeted messages into the plan through a technology that scans web pages and enables ads to be served based on the page’s content. The idea was to match our messages with content based on UK keywords (Stonehenge, Wimbledon, eg.). This would allow us to reach consumers who may not be actively looking to travel, but might be persuaded by messaging on how appealing traveling to these locations and events is with Virgin.

There was a 64% cost per passenger decrease for contextual/retargeted creative, a 99% cost/passenger decrease for retargeted creative and the lowest drop off rate to date. If our entire online campaign had been conducted this way, we’d have increased projected bookings by 187%. Virgin will be doing more of this.