Rebranding & Market Relaunch

Project Title:

Rebranding & Market Relaunch – Travel Industry

Client:

Established international travel brand

Agency:

Digital Strategy & Performance

Project Overview:

As part of a major market transformation, we managed a large-scale rebranding initiative for an established global travel company in the Irish market. The objective was to align with the brand’s international creative direction while tailoring strategy and media execution to resonate with local audiences. The campaign needed to build trust, generate awareness, and drive measurable sales growth during the key booking period.

Objectives:

• Strengthen brand awareness and recall during the rebrand rollout
  
  
• Reinforce trust and familiarity among Irish travellers
  
  
• Drive direct bookings and engagement across digital channels
  
  
• Outperform existing CPA benchmarks
  
  
• Increase ROAS through precision targeting and retargeting
  
  

Method:

• Multi-channel campaign activation
  
  
• Custom audience development
  
  
• Direct publisher partnerships
  
  
• Segmented retargeting

Approach:

To reintroduce the brand effectively in Ireland, we developed a unified strategy that balanced global consistency with local impact. The campaign followed the brand’s international framework — to create visibility everywhere, communicate meaning with consistency, and convert intent into action.

We designed a multi-channel approach that aligned digital advertising with Video, YouTube Takeover, and social media activity to deliver one consistent user journey — from awareness to reassurance to conversion.

Programmatic media buying supported this structure, integrating first-party data, contextual insights, and tailored messaging to ensure the campaign reached audiences at every stage of intent.

Key tactics included:

• Allow List & Direct Deals: Built a network of premium Irish publishers through first-party data, enabling controlled visibility and A/B testing of performance across placements.
  
  
• Custom Audiences: Developed contextual and behavioural segments using travel intent data, unique brand-related keywords, and engagement patterns across markets.
  
  
• Multi-Channel Integration: Connected all channels — Google, Meta, YouTube, and Programmatic — to reflect the brand’s global framework while driving local engagement and conversions.
  
  
• Dynamic Retargeting: Applied data-driven retargeting, segmenting users by page behaviour such as cart abandoners, frequent travellers, family offers, and last-minute holidays, each with tailored creative and frequency capping.

Results:

The integrated campaign delivered strong awareness, trust, and measurable commercial success.

• Target CPA outperformed by 2×
  
  
• Achieved ROAS of 6,468%
  
  
• Strengthened brand recognition and market presence within 90 days of rebrand launch

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