Success Stories

Plaza Premium Group achieves spectacular new customer growth with Dynamic Creative optimisation

Client Overview

Plaza Premium Group, the global leader in integrated airport hospitality experiences, sought to enhance their customer base across the Americas and Canada. Renowned for providing top-tier airport lounge services, Plaza Premium aimed to attract a specific segment of in-market travelers to their luxurious lounges.


Increase in new customers in the first month


Highest new customer rate in a month


Robust ROI

The Challenge

Plaza Premium Group faced the challenge of targeting niche audiences within the highly competitive travel industry.

Their goals included:

  • Increasing new customer rates rapidly
  • Maximising return on investment (ROI)
  • Effectively engaging distinct traveler segments with tailored messaging

The Objectives

Plaza Premium Group set out to:

  1. Drive significant growth in new customer acquisition
  2. Achieve a high ROI through targeted advertisin
  3. Utilise dynamic creative optimisation (DCO) to deliver personalised and relevant ads at scale

The Solution

To achieve these ambitious goals, we implemented a sophisticated marketing strategy using programmatic advertising and DCO. Our approach included:

Dynamic Creative Optimization (DCO)

We harnessed the power of DCO to create and deliver personalised ads tailored to six distinct audience segments across North America, South America, and Canada. This ensured that each ad was highly relevant and engaging.

Bespoke Creative Content

For families, we highlighted the lounges’ child-friendly play areas. For health-conscious travellers, we emphasised the gold standard of cleanliness. Each ad spoke directly to the specific concerns and interests of the target audience, ensuring maximum engagement.

Programmatic Advertising

By leveraging programmatic advertising, we were able to deploy these personalised creatives at scale and with great speed, expanding Plaza Premium’s reach efficiently and effectively.

“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. Because of the nature of the travel industry, Crimtan’s speed to market and flexibility allowed us to pivot to changes quickly and efficiently. We’re looking forward to partnering with Crimtan in the future as we continue to grow our business, brands, and product offerings.”

Esther Tan, Global Director of Marketing, Plaza Premium Group

The Conclusion

Plaza Premium Group’s campaign to boost new customer acquisition was a resounding success. By leveraging dynamic creative optimisation and precise audience targeting, we helped Plaza Premium achieve remarkable growth and industry recognition. This case study underscores the importance of tailored, data-driven marketing strategies in driving exceptional results in the travel industry. Plaza Premium Group’s success story is a testament to the power of innovative marketing and the impact of personalised, relevant advertising.