Sydney agency The Works has won the creative account for a new campaign by tour booking website Viator.com, following a competitive pitch.
The independent agency is working on creative strategy and production for a digital campaign that will roll out in the States and will appear on US-based sites including TripAdvisor, About.com, NYTimes.com and Yahoo Travel.
The campaign may also be rolled out to other international markets, including Canada and Australia.
The Works is working with UK-based ad serving and tracking company Flashtalking to develop a testing campaign to demonstrate which online ads are most effective.
Kelly Gillease, VP marketing at Viator.com, said: “We’re excited to partner with The Works to develop highly personalised creative and leverage the Flashtalking technology to effectively deliver the most relevant and useful content to our customers.”
Douglas Nicol, creative partner and director at The Works, added: “Viator.com has ambitious plans to raise its profile in key international markets and we’re delighted to be working with them.
“The first campaign puts into practice what many in marketing have been talking about by using data to more efficiently target customers.”