Showing travel marketers how programmatic advertising is the true influencer in Southeast Asia.
The Trade Desk x Travel: ABM Campaign
Business Challenge
Travel brands want to grow their bookings, yet most of them are only on search and social, despite more advertising opportunities across the open internet with The Trade Desk.
Market Insight
Travellers don’t decide in one place or moment. They move through many, before they ever search for a destination or make the final click to book.
Brand Proposition
We positioned The Trade Desk as the media buying platform that helps brands have more influence over travellers’ decisions before they make bookings.
Messaging Strategy
As the lead copywriter on this project, I rephrased our platform’s technical capabilities into relatable key messages — turning marketer challenges into market advantages. Then, translated it into impactful copy for our target audiences — hotels, airlines, and online travel agencies.
Influence travel demand and brand preference with the open internet
Key Message #2
Travel Marketer’s Challenge:
They’re fighting for the same travellers on the same search and social channels — leading to little growth.
The Trade Desk’s Solution:
Reach travellers search and social can’t find on the open internet, before decisions are made and comparison begins.
Drive more bookings efficiently with precise audience targeting
Key Message #3
Travel Marketer’s Challenge:
Mass targeting can lead to wasted spend on audiences who might not even be looking to make travel bookings.
The Trade Desk’s Solution:
Precise audience targeting can reach travellers with the highest booking intent at the right moments.
Create seamless ad experiences with an omnichannel strategy
Challenge:
Siloed media strategies lead to fragmented ad experiences — making it hard to drive real incremental bookings.
Opportunity:
An omnichannel strategy engages travellers across every screen — connecting first impression to final booking.
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Key Message #1
Disclaimer: Some of these ads did not fly.
