Case Studies » Flight Centre’s weather-inspired advertising strategy

Flight Centre’s weather-inspired advertising strategy

Travel advertising campaign case study: Flight Centre

The goal

Flight Centre wanted to promote their epic Big Red sale in November, and continue to drive brand awareness through the winter months. With weather playing a significant role in inspiring travel bookings, Flight Centre partnered with The Weather Network to reach Canadian travellers where they get their weather forecast.

The strategy

Throughout November attention grabbing ad creatives in high impact ad placements captured the target audience’s attention, driving awareness for the Big Red Sale. By running cheeky, weather-relevant travel ads for warm destinations during the colder months Flight Centre was able to continue the momentum of the Big Red Sale right through winter.

The solution

The dual-objective campaign successfully:

Maximized both awareness and results through a combination of high-impact and high-reach ad units
Engaged travel intenders and families on The Weather Network and Pelmorex Audience through audience segmentation
Used weather triggering and clever weather-centric taglines to highlight warm travel destinations

The results

The campaign was a success, delivering strong results:

3.3+ million total impressions
32,000+ total digital ad clicks
1.02% average CTR across the entire campaign
4.58% CTR on Video Interstitial (Pelmorex Audience) – significantly exceeding the benchmark!

The campaign details

Markets: Ontario and British Columbia

Platforms: Digital

Brands: The Weather Network and Pelmorex Audience

“There’s a strong correlation between the weather changing and Canadian travel habits. Once the temperature dips, Canadians look to follow the sun and escape the winter or take a much-needed vacation. Our weather trigger contextual ads with Pelmorex continue to outperform other digital tactics and drive not only high impact reach but strong bottom line performance.”

Susana Gomes - Director of Marketing, Flight Centre Canada