Success story
Cleared for takeoff: Cathay Pacific's ROI soars high with Crimtan
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Cathay Pacific
Cathay Pacific Airways is Hong Kong's flagship carrier and a global leader in the aviation industry. Known for its modern fleet and exceptional service, Cathay Pacific connects passengers to over 190 destinations worldwide.
As a premium airline, it places a strong emphasis on delivering a seamless and personalised travel experience.
Emerging from the Covid-19 pandemic, Cathay Pacific faced fierce competition in a rapidly recovering travel market. With travel restrictions lifted, the airline needed to re-establish its presence and capture the attention of both new and returning customers.
The challenge was to create a highly targeted and scalable campaign that could effectively communicate Cathay Pacific's diverse route offerings and drive customer engagement, all while delivering a high return on investment (ROI).
What the campaign set out to do.
Increase brand awareness
Reaffirm Cathay Pacific's presence as a leading airline choice post-pandemic.
Drive new customer acquisition
Attract new travellers to key destinations in Southeast Asia, Japan, and Australia.
Achieve ROI targets
Surpass the set ROI goals for both new and existing customers.
Optimise campaign performance
Utilise data-driven insights to dynamically adjust strategies and maximise revenue.
Smarter Connected Advertising.
To address Cathay Pacific's challenges, Crimtan implemented its Smarter Connected Advertising approach, leveraging Advanced Data and Dynamic Creative Optimisation (DCO). The campaign strategy included:
Dynamic Creative Optimisation (DCO)
Crimtan developed 192 unique banner ads from a single template, tailored to various destinations and available in two languages. This gave travellers personalised messaging based on their behaviour and preferences.
Advanced Audience Targeting
Using rich data signals, Crimtan targeted potential customers based on travel behaviours such as preferred destinations, origin cities, and cabin class preferences.
By closely monitoring traveller parameters like origin, destination, revenue, and cabin class, Crimtan adjusted the campaign strategies in real time to focus on high-conversion routes. This agile approach maximised revenue opportunities and campaign efficiency.
Incremental Testing
A four-week test was done to show the additional revenue this performance campaign delivered by comparing revenue from audiences exposed to our ad versus those unexposed.
The campaign exceeded all expectations.
- Overall ROI234
Achieved an ROI of 234, surpassing the target ROI of 50.
- New customer ROI36
Exceeded the new customer ROI goal of 20 by achieving 36.
- Incremental ROI118.95
Delivered an incremental ROI of 118.95, demonstrating an additional return on ad spend of HKD 118.95 for every HKD 1 invested.
Crimtan has been instrumental in overachieving our ROI targets and bringing in new customers. The tailored campaigns and flexibility accorded at every stage made a significant difference. We are looking forward to partnering further with Crimtan as we spread our wings further.
Vivian ChanHead of Marketing Communications, Cathay Pacific