First-Class Growth: How Plaza Premium Lounges Enhanced Regional Brand Awareness

Plaza Premium Group (PPG) has led the airport hospitality industry since opening the world’s first independent airport lounge in Hong Kong in 1998. With a footprint spanning over 250 locations in 70 international airports, PPG offers a range of services, including lounges, terminal hotels, and concierge support. PPG sought to strengthen its regional brand awareness in the US and Canada by acquiring new customers unfamiliar with lounge services.

With Crimtan’s Smarter Connected Advertising approach, Plaza Premium Group was able to launch a fully optimised, programmatic advertising solution, leveraging Dynamic Creative Optimisation (DCO).

The Challenge: Adapting to Evolving Travel Behaviours

Despite its global reputation, PPG struggled to establish brand awareness in the US and Canada. These challenges stemmed from limited visibility, a niche target audience, and shifting consumer behaviours post-pandemic. The perception of lounges as exclusive spaces and leaner marketing budgets further added to the complexity. Additionally, the demand for rapid deployment of tactical and seasonal campaigns highlighted the need for an adaptable, scalable and data-driven marketing strategy.

Tailored Advertising for Targeted Growth

Crimtan’s Smarter Connected Advertising approach leveraged Dynamic Creative Optimisation (DCO) to craft personalised campaigns for Plaza Premium Group. By tapping into real-time data, Crimtan tailored ads based on traveller personas, their intent, and proximity to Plaza Premium lounges. This allowed Plaza Premium Group to target multiple audience segments with highly relevant messaging, improving the likelihood of engagement. Personalised content helped the brand connect with new customers, particularly those unfamiliar with the lounge offerings.

Scalable and Efficient Campaigns

Crimtan’s ability to quickly launch and optimise campaigns meant that Plaza Premium Group could target audiences with seasonal promotions and flash sales, ensuring timely and relevant offers. In addition, by focusing on in-market travellers and leveraging Crimtan’s ability to gather real-time audience insights, PPG was able to maximise the impact from its marketing budget while maintaining high engagement.

Start Your Journey Towards Smarter Growth

To learn more about how Plaza Premium Group partnered with Crimtan to overcome regional brand awareness and launch tactical campaigns at scale, download the full success story here. Alternatively, contact us for a consultation and discover how we can help your brand implement smarter strategies to achieve your business goals.