This idea is archived

CASE STUDY: Nationwide Car Rental Company targets travellers

Provided by Specific Media
Spring is traditionally a high season for nationwide car rental company, who cater for families and leisure travelers

What was the Challenge / Background of the Campaign?

Spring is traditionally a high season for this nationwide car rental company, which caters to family and leisure travellers planning spring break and summer vacations. Because children are heavy influencers on destination choice and vacation activities, the company launched a campaign targeting college-educated, budget-conscious parents who are less likely to travel on business.

What was the Campaign Objective?

- Identify leisure travellers and drive qualified leads to the company site - Drive car rental revenue from new and returning customers

What was the Solution?

- Leaderboard, medium rectangle and skyscraper ad units - Behaviourally target consumers who visited the following site categories within designated time periods: Travel Shoppers: Web surfers who visited a travel site within the last 14 days; Women's Interest: Web surfers who visited at least two of the following sites within the last 30 days - Run of Category (ROC) media placements: Family (Home & Garden/Parenting), Women's Interest (Entertainment, Daytime TV, Food, Casual Games)

What were the Results?

Utilizing behavioral targeting and ROC media placements, Specifi c Media generated over 4,300 sales for this company.

What were the Key Learnings of this Campaign?

Initially, the eCPS fell under the client's maximum, so Specific Media optimized the campaign to exceed the client's sales goal while meeting the desired eCPS. Specific Media tracked the effectiveness of its media placements to ensure the delivery of maximum sales at the minimum eCPS.

printer friendly version
BudgetReach & FrequencyTarget AudienceMedia Used
Contact for detailsCollege-educated, budget-conscious parents
35 - 44
45 - 54
Kids HH
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
Many more ideas on   Click here to register and view them!
Need some fresh ideas?
Try our Briefing Service

Search for Ideas



Media Route

Marketing Route

Full Search Options is the place for brands and their agencies to find marketing ideas, media insight and sponsorship solutions.

Sign Up

Register now to find out more about Agencies Marketers Media/Rights Owners
Need some fresh ideas?
Try our Briefing Service