Legoland creates most effective TV ad of April
Niamh CarrollThe ad delivered on both long- and short-term measures for the Legoland brand, according to Kantar’s ‘The Works’ study.
Airbnb says ‘full funnel approach’ to marketing is driving ‘strong’ ROI
Molly InnesAfter posting its first ever quarterly profit, Airbnb says it’s pleased with the payoff from its marketing spend in the last year with an improved ROI.
Premier Inn owner hails brand marketing a ‘powerful tool’
Josh StephensonThe hotel chain, owned by Whitbread, saw profits increase by 19% compared to pre-pandemic levels as CEO Dominic Paul credits the strength of the Premier Inn brand.
Why Saga believes expanding its media business will help it reach ‘superbrand’ status
Niamh CarrollThe company’s new media brand will help Saga to forge more frequent and longer-lasting relationships with existing customers , says media CEO Aaron Asadi.
TUI CMO: Effectiveness of media channels should be judged by ‘intuition’ not just modelling
Niamh CarrollAs a travel company, TUI “sells dreams” and so needs to look beyond channels where return on investment can be granularly measured, says UK and Ireland CMO Katie McAlister.
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Don’t listen to the industry sages, they’re not your ad’s target
Mark RitsonAdvertising professionals’ view of what makes a good ad is not only biased, it’s usually wrong, as their reaction to Tourism Australia’s last campaign shows.
Holiday Inn owner flags growth of ‘revamped’ loyalty scheme amid rising revenues
Niamh CarrollHalf of all room nights booked in IHG hotels in 2022 were driven by its loyalty scheme, which has grown its membership 27% following its relaunch in April.
Follow the fan journey: Why live music partnerships start long before the event
Marketing Week PartnerLive music experiences are places where brands can literally surprise and delight fans, so long as they are in tune with their euphoria and make the most of the marketing opportunity by starting early, while fans are in the discovery and planning phases.
Airbnb’s earnings surge following ‘incredibly effective’ shift in marketing spend
Michaela JeffersonThe travel accommodation business’s decision to cut performance marketing and increase brand investment two years ago is paying off, it claims, with the move away from ‘buying customers’ to ‘education’ boosting direct bookings and retention, and helping grow profit.
Expedia: Loyalty focus is beginning to pay off
Niamh CarrollExpedia spent the equivalent of over half its quarterly revenue on marketing in the last three months of 2022, as it looks to tap into rising travel demand.
‘Bounce back’ or damp squib: What does the cost of living crisis mean for travel brands?
Niamh CarrollTravel brands need to think carefully about how and when they spend their marketing budgets and launch discounts, as British holidaymakers look to save their cash.
How On the Beach’s cheeky plan helped it compete with the package holiday giants
Marketing Week ReportersKeen to avoid the “PPC slug-fest”, On the Beach developed a TV campaign to subvert Christmas ad season and reflect Britain’s unashamed love of a package holiday.
This Much I Learned: TUI on how it made marketing future-fit
Marketing Week ReportersIn the latest episode of Marketing Week’s podcast series, TUI’s CMO Katie McAlister and global brand and content director, Toby Horry, share how adversity helped the business develop an award-winning marketing team.
P&O Ferries’ brand health continues to suffer 10 months after scandal
Molly InnesWhile few scandals have a strong lasting impact, P&O Ferries remains a long way off recovering its brand health after abruptly sacking 800 staff last year.
How TUI’s marketing team ‘futureproofed’ the brand
Marketing Week ReportersDespite suffering the adverse effects of Covid, TUI decided to come out swinging with a new purpose, strategy and identity designed to futureproof the brand until 2027 and beyond.