Challenge

During the COVID-19 pandemic, Berlin-based online travel agency GetYourGuide sought to boost their brand awareness in the US –– the biggest market for travel experiences. The US was predicted to reopen domestic travel prior to Europe and the UK, meaning it would be one of the few markets with active travelers. Additionally, the slow down on global travel experiences fragmented the market –– providing a unique opportunity for GetYourGuide to capture market share from key competitors.

Solution

GetYourGuide turned to out-of-home advertising to help boost their brand awareness and capitalize on immediate demand from frequent travelers once US travel reopened.

GetYourGuide partnered with AdQuick to launch a comprehensive OOH media strategy, with diverse ad formats designed to drive incremental lift in both upper-funnel and lower-funnel KPIs. For example, large-canvas, high-impact digital screens were used to maximize reach, while transit and place-based screens –– which tend to have higher dwell times, eye-level placements, and also benefit from contextual relevance –– drove immediate visits to GetYourGuide.com.

Market selection was an important decision point in order to maximize GetYourGuide’s OOH budget. AdQuick’s proprietary zip-code lookalike technology helped surface “deal markets” within GetYourGuide’s target geographic regions which provided similar demographic reach at lower price-points. For example, the campaign targeted Philadelphia alongside NYC. "AdQuick’s broad reach, strategic OOH planning services, and unique technology helped us make a serious impact while maximizing every dollar,” said Séverine Thomazo, Head of Marketing & Planning at GetYourGuide. “Philadelphia was among the best performing markets in the campaign, and we hadn’t originally planned to advertise there before strategizing with the AdQuick team.”

To further boost response, GetYourGuide employed engaging, amusing, and topical ad creative designed to connect with the unique interests and habits that consumers picked up while locked at home –– from baking and crafts to investing in crypto!

Results

The campaign cut through the clutter with high-visibility ads and delivered stellar results. A brand lift study demonstrated a 500% lift in unaided brand awareness, and a 125% increase in aided brand awareness. The campaign also drove over 42k online conversions –– exceeding GetYourGuide’s direct response goals.

About GetYourGuide

GetYourGuide is the booking platform for incredible travel experiences. Travelers use GetYourGuide to connect with the best things to do wherever they’re headed — including skip-the-line tickets to the world’s most iconic attractions, walking tours by top local experts, immersive food and beverage tours, cooking and craft classes, bucket-list experiences, and niche offerings you won’t find anywhere else. Since its founding in 2009, travelers from over 170 countries have booked more than 45 million tours, activities, and attraction tickets through GetYourGuide. Powered by a global team of over 550 travel experts and technologists, the Company is headquartered in Berlin, Germany and has offices in 14 countries around the world.