CaseStudy

TravelPassenger 6A Signiﬁcantly Grows
Audience with Taboola

TAKE YOUR SEAT“In several new markets, we wanted to start selling travel packages directly to customers
online. We created the Passenger 6A (P6A) editorial brand to educate consumers about
our offerings, and saw immense success in audience growth and content engagementwith Taboola during our recent ‘Visit Britain’ campaign.”			

COMPANY— Nuria Cabot, Global Marketing Director, Passenger 6A

P6A is TUI’s digital flagship editorial brand designed toincrease passengers through branded content strategies.
Their offerings include global tour operators, five airlines,
over 300 hotels, and a series of destination cruises.

CHALLENGE

Use editorial brand Passenger 6A and TUI India(tui.in) e-commerce to drive conversions for “Visit Britain”
campaign and support direct travel package sales.

SOLUTION

Use Taboola’s discovery platform to drive
conversions and increase web traffic to P6A and TUIIndia, and decrease CPA with promoted content.

RESULTS

Content discovery with Taboola drove 4,329 usersthat converted into 600 overnight bookings, 317+M
content impressions and the majority of 97% of all
traffic for “Visit Britain” campaign.

600
Overnights Booked

317M
Content Impressions

97%
Percent of traffic driven bycontent discovery

CaseStudy

TravelIntroduction

P6A is TUI’s digital flagship editorial brand designed
to increase visitors to destinations through branded
content strategies. Their objective is to awake thedesire to travel through inspirational and topic-driven
stories while suggesting the perfect offer or package
to meet those needs.
For this campaign, the e-commerce website where
the travel offerings to Britain were featured was
TUI India’s site, tui.in. P6A aimed to drive brandawareness, qualified traffic and and increase ofpackage sales.

TUI is the world’s largest tourism group. Their broad
portfolio consists of tour operators, 1,600 travel
agencies and leading online portals, five touristic
airlines with around 150 aircraft, over 300 hotels
with 214,000 beds, 14 cruise liners and countlessincoming agencies in all major destinations aroundthe globe. TUI takes pride in their global responsibility
for economic, environmental and social sustainability,
on record with more than 20 years of commitment tosustainable tourism.

Content Discovery Campaign Attracts Travelers to Britain

CaseStudy

TravelCampaign Budget Shifts to Taboola after Initial Success with Conversions

P6A’s “Visit Britain” branded content campaign inIndia included eleven articles, two videos and twoe-magazines; and nine articles, four trip packages andthree email blasts.
Passenger 6A began using Taboola when they didn’t
see the competitive pricing desired when promoting
this content using another discovery campaign
platform. TUI’s editorial brand leveraged both
platforms for content distribution simultaneously, andsaw a spike in impressions, traffic and conversions
with the campaign run by Taboola.
A low CPA on Taboola led them to shift moreinvestment to Taboola for the duration of thecampaign. The audience for the Passenger 6A began
to not only grow, but to successfully convert. Overall,content discovery performed much better than social
media, which drove less than one percent of traffic forthis campaign.

Taboola Leads to Bookings, Conversions and a Lot More Traffic

Working with Taboola, P6A obtained more than 317+M
impressions that converted into 249,820 visits to articles
on P6A and TUI India. 4,329 of those users decided tovisit pages that included TUI packages. This resulted in
96 bookings through TUI India, and 600 overnights.

After success targeting prospects, and analyzing
hundreds of real-time signals to show people content
they actually want to read with Taboola, TUI will be
exploring expanded opportunities with Taboola tocontinue to grow and scale in other countries.