Success story
First-class growth: Plaza Premium's US new customers rise 187% at peak
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Plaza Premium Group
Plaza Premium Group is a global leader in integrated airport hospitality. It launched the world's first independent airport lounge in Hong Kong in 1998.
Its portfolio includes airport lounges, terminal hotels, dining concepts and concierge services, with a mission to Make Travel Better.
Despite its global presence, Plaza Premium Group struggled with regional brand awareness, particularly in the US and Canada. Limited visibility slowed customer acquisition, while a niche target audience required a highly tailored marketing approach.
Frequent tactical and seasonal campaigns demanded fast, flexible marketing solutions. Lean post-pandemic budgets and changing travel behaviours added to the challenge, with airport lounges still perceived as exclusive.
Plaza Premium Group needed a dynamic, data-driven strategy to grow its presence and position its lounges as accessible to all types of travellers.
What the campaign set out to do.
Increase regional awareness
Build brand awareness across North and South America, and Canada.
Acquire new customers
Reach travellers who had never used Plaza Premium lounges.
Deliver measurable ROI
Use highly targeted, data-driven campaigns to generate a measurable return.
Move quickly
Launch tactical campaigns and seasonal offers with minimal delays.
Smarter Connected Advertising.
Crimtan used its Smarter Connected Advertising approach to deliver an optimised programmatic campaign built around Dynamic Creative Optimisation (DCO).
Dynamic Creative Optimisation (DCO)
Crimtan created personalised ads using real-time traveller personas, intent signals and proximity to airport lounges. Six distinct audience types received tailored creative.
Actionable insights
Crimtan's ArchiTECH platform gathered real-time audience insights, adapting messages and offers to each customer's lifecycle stage and proximity to the nearest lounge.
Efficient and agile campaigns
The team could launch tactical campaigns quickly, reaching audiences with timely flash sales and seasonal promotions.
Cost-effective growth
With lean marketing budgets, programmatic DCO helped make the most of the available spend by targeting the most relevant, in-market travellers.
The campaign exceeded all expectations.
- Positive ROI2.4
The campaign delivered a positive ROI of 2.4 for Plaza Premium Lounges, driving considerable revenue growth.
- First-month new customers+37%
New customer acquisition increased by 37% in the first month alone.
- Peak US new-customer growth+187%
New-customer growth in the US reached 187% at the campaign's peak. Brand awareness also expanded across key regions, positioning the lounges as accessible to a broader audience.
This campaign kick-off represents the first stage in an ongoing campaign, and we've already seen major success in acquiring and converting new customers. Crimtan's speed to market and flexibility allowed us to pivot to changes quickly and efficiently. We're looking forward to partnering further in 2023 as we grow our business, brands, and product offerings.
Esther TanGlobal Director of Marketing, Plaza Premium Group