The product: Webjet Airlines
The challenge: To increase the company’s revenue from direct sales through its website. Our goal was to make the website responsible for 50% of Webjet’s revenue.
The solution: An agressive paid-media strategy, balancing both branding-related and conversion-related ads on Google’s Search and Display Network, YouTube and MSN’s “Today Special”. For six months, we’d run at least one high-impact campaign (such as being the first company ever to place the booking engine directly on YouTube’s masthead) with our best fares, while maintaning a steady flow of consumers through the use of performance media.
Overall, the website went from being responsible for 40.9% to 47.1% of total revenue – beating the 50% mark for two months.