With online a key transactional channel, marketing investment had been increasingly dominated by digital, at the expense of wider brand awareness and brand equity. Having recently completed a detailed customer segmentation, Columbus approached us to make sense of the data and review their media strategy accordingly, devising a more cost effective plan for role out across the busy winter travel period.
Drive awareness of Columbus Direct Travel Insurance across the busy winter travel period, demonstrating a halo effect on product sales.
High Flying Urbanites ABC1 25-44
An evolution of the existing audience, this group were aligned to the customer segment which provided firm growth potential and had a strong synergy with Columbus Direct brand values.
We devised a media strategy to enable Columbus Direct to build a relationship with the group, acting as a companion and overcoming apathy by positioning insurance as a travel essential.
Our 3 tier approach included:
– Continued role for OOH for consistency
– A new role for print, driven by titles frequency read by commuters
– A more strategic role for digital, testing volume led programmatic against the use of specialist travel data to place ads at the right time and place
Media budget boosted by 65% through D19 delivering significant added value.
We matched existing CPA in Programmatic, whilst use of Travel specific data delivered greater online revenue with fewer impressions, resulting in a higher Return On Ad Spend and a significantly lower CPA
Organic traffic from Google grew +32% during the period that all 3 tiers were active, with all Columbus Google ad groups benefitting from broader awareness
Clear spikes in traffic correlated to print activity in selected publications.