Outdoor media company APN Outdoor targeted travellers at airports with information relating to their specific destination in a campaign for Allianz Travel Insurance.
The campaign include creative specific to stop-overs and final destinations including Singapore, Los Angeles, Hong Kong, Dubai, Bangkok, London and Auckland.
Lauren Turner, senior manager at MEC, said: “The big insight was that consumers are often disorganised and on average purchase travel insurance 24 hours prior to departure. We used real time data results from the 2013 trial campaign to determine the impact of advertising on conversion rate, sales and CPA. This campaign proved effective and Allianz have now taken this concept one step further by tailoring the advertising to the destination.”