TUI Uses Data to Refine Creatives, Sees 50% Conversion Uplift

May 2015

A fully integrated tour operator and the market leader in travel in the Netherlands, TUI embraces online as a key channel for connecting with consumers. The company aims to improve its marketing every day, and so for its summer campaign the brand decided to use DoubleClick Digital Marketing. The move enabled closer coordination between branding and performance than ever before, and allowed TUI to harness data to drive relevance in its messaging.

Approach

Embraced DoubleClick Digital Marketing

Built audience lists to effectively target messaging

Coordinated YouTube and display campaigns to create ongoing conversation

Goals

Improve marketing every day

Leverage storytelling strategy in marketing activities

Results

Gained transparent view of data Improved operational efficiency through use of single platform

Increased post-click conversions by over 50%

By Making Marketing More Personal, Thomas Cook Boosts Digital Revenue