Sailing to programmatic brilliance with an omnichannel, geo-led first-party data strategy
Wavemaker UK
Client: P&O Cruises
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In the fiercely competitive UK cruise and holiday market, where spend has grown 6% YoY, P&O Cruises faced the challenge of retaining their position as the number one brand in the cruise market.
Our omnichannel, entirely programmatic strategy was driven by a gap identified in how P&O Cruises used first-party data. After an audit of programmatic buying by P&O Cruises, for the first time, we were granted access to 1P sales data to prove the value of it in our targeting strategy, forming our ‘Lapsed’ audience list.
We also had a huge opportunity to get smart with our data usage to expand to potential new-to-cruise guests, known as ‘Discoverers’, forming our second geo-location list.
Ensuring unmissable coverage in these high-affinity locations, we activated a programmatic campaign across DOOH, Digital Audio, and Display. Collecting the mobile advertising IDs from people who were within a proximity of our DOOH ads, we retargeted those exposed audiences with price-focused display and 3D audio ads, managing frequency across the channels.