Campaign details
Brand: Virgin AustraliaBrand owner: Virgin AustraliaLead agency: PHD MediaContributing agency: GoogleMarket: AustraliaIndustries: Online display, Search marketingMedia channels: AirlinesBudget: No budget
Executive summary
Virgin Australia operated flights covering thousands of routes with price points that frequently changed to reflect sales, demand and capacity. In a market where consumers were increasingly price sensitive and less brand loyal, serving ad copy with a competitive price point was critical for increasing click-through rates and conversion rates.
Through collaboration, we were able to work with key partners to...