Early tests see cost per customer acquisition falling by 75%

Thomas Cook Airlines has launched its first purely programmatic ad campaign in the UK, which will involve using customer data to target users across the entire customer life-cycle.

Thomas Cook Airlines has chosen leading international programmatic agency, Infectious Media, who will help increase its brand awareness, drive new customers to its site and up-sell to customers who’ve booked a flight in order to bolster valuable ancillary purchases.

The campaign is powered by Infectious Media’s proprietary Impression Desk technology, which brings together Thomas Cook Airlines customer data with third and second party data sources, to create targetable segments and control its programmatic advertising.

“Partnering with Infectious Media has given us valuable insight into the performance of our display activity, helping us to more effectively and efficiently acquire new customers and build brand awareness throughout our peak trading periods,” said Helen Atkinson, Online Partnerships Manager, @TCAirlinesUK Thomas Cook Airlines.

“We have also been able to use display to build on our eCRM activity, by targeting existing customers to book their flight extras; from booking James Martin in-flight meals to reserving seats – helping us to improve our overall customer experience. Early results have proved promising with our new customer KPI of CPA falling by 75% since launch to date.”

Attila Jakab, Client Strategy Director at @Infectiousmedia said: “We are delighted that Thomas Cook Airlines’ forward thinking digital team has taken an innovative approach to its marketing activity. For travel advertisers who have traditionally relied on the heavily crowded search and online travel agency channels, programmatic opens up a whole new opportunity for growth and innovation through personalisation”.