This campaign also leveraged our offsite, audience extension product: PassportAds. PassportAds engage travel shoppers wherever they browse and book on the internet. Empowered by IP targeting, these ads drove demand from travelers who were looking for airfare originating from Hawaiian Airlines’ major hubs and who were located in specific geographic regions. The campaign also incorporated email marketing to reach potential travelers. Finally, a special Mastercard promotion gave the campaign an edge: ads offered shoppers a $200 Mastercard gift card with their Hawaiian Airlines-via Auckland Airport- route purchase.
Between August 2017 and March of last year, the campaign generated an increase in passenger demand between US mainland hubs and Auckland of forty percent. Hawaiian Airlines saw a significant increase of twenty percent in passenger demand for routes between Hawaii and Auckland, specifically. To top it all off, we named this campaign the North America Airline Campaign of the Year in 2018.
When we run innovative, travel partnership-based campaigns like this one, we are often reminded of the adage: we’re stronger together. In this case, Mastercard offered a compelling offer to travel shoppers while Hawaiian Airlines and Auckland Airport pooled their resources to ensure that their campaign reached the right people at the right time. It seems like the old adage is true.
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