Luxury Escapes is an Australian success story. DMG supported their scaling from a deals site to a global brand over a 10 year+ engagement through a focus on digital first media.
The Covid-19 pandemic dealt a severe blow to the travel industry. With international borders closed and restrictions on interstate travel, Luxury Escapes, like many others, faced an immense challenge in planning towards a recovery and maintaining audience connection and future brand preference.
Our task was to navigate this crisis, identifying the opportune time to re-enter the market and strategically position the brand for success amid the uncertainties of a global pandemic.
DMG swiftly pivoted the focus on the account recognising the need to change the direction of the media strategy and plans.
We moved into a rapid 'test and learn' phase strategically launching a series of six-week test campaigns in Paid Search. Search offered a viable channel for marketing during the lockdown periods.
We supported Luxury Escapes with a highly segmented approach to creative, zoning in primarily on the Australian domestic market focus. Messaging and ad copy was test rapidly with high speed rotation of messaging geared around flexibility to address concern over future travel.
Our analytics specialists worked closely with our media and creative teams to leverage trend data on searches and prioritise key terms and geos.
All outcomes and metrics exceeded expectations on multiple fronts.
We surpassed targets on Return on Ad Spend (ROAS) by 26% but more importantly saw the total business revenue return to 2019 levels by the end of the campaign.
This exceptional success, amidst a global pandemic, validated the role Paid Search was able to play as a robust and highly effective marketing channel for Luxury Escapes. Other media channels delivered strongly to support full funnel marketing activity.
The campaign’s effectiveness was further recognised in the 2021 APAC Search Awards, where it won the prestigious ‘Best Use of Search – Travel & Leisure’ award, demonstrating the impact of strategic thinking, tactical smarts, and seamless execution even in the face of unprecedented challenges.
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