Challenge
Saudia, the first flag carrier of Saudi Arabia, worked with Zenith Media Agency, Publicis Communications, and Criteo to promote their summer destinations.
The campaign needed to reach a broad range of traveler profiles such as families, solo travelers, and couples while creating an engaging brand experience that could build consideration, favorability, and intent to explore Saudia’s destinations.
Solution
Criteo leveraged its travel intelligence to build behavioral and affinity-based audiences across Saudia’s core profiles: Frequent travelers, Family vacationers, Solo, Group, Couple, Luxury, and Summer travelers.
The audience strategy was paired with Criteo rich media creatives designed to make the campaign feel relevant to different travel motivations and trip types.
The Scroll format created an immersive browsing experience for users exploring Saudia’s summer travel destinations. Variations were tailored to key traveler segments, including family, couple, and solo or group travelers.
The Cube format brought Saudia’s destinations to life through an interactive, visually engaging experience. Like the Scroll format, it was adapted to different travel audiences and themes.
The Conversational Survey format invited users to interact with the visuals by expressing their interest in Saudia’s summer destinations. Users who selected “yes” were then shown a list of available summer destinations and could proceed directly to Saudia’s website to explore further or book their trip.
This interactive approach helped turn a standard display impression into an active discovery experience.
Results
Using behavioral and affinity audiences alongside rich media creatives tailored to each audience was a huge success. As a whole, the campaign saw impressive results delivering 44 million impressions served and 314,000 total clicks.
The resulting click-thru rate of 0.71% smashed the benchmark by 75% and led to 5,239 qualified visits to the Saudia site.
Each rich media unit shined in its own way, with the solo cube showing the best performance. It drove a 1.03% CTR and $0.10 CPC, while the scroll family unit boasted an impressive 0.67% CTR and $0.14 CPC, trailed by the conversational unit at a 0.51% CTR and $0.16 CPC.
"Our goal was to bring Saudia’s summer destinations to life through interactive media tailored to every traveler profile. By combining Criteo’s travel intelligence with immersive creative formats, we turned passive browsing into active travel inspiration and delivered results that exceeded industry benchmarks."
