Air France
Sal Volando!
Challenge
- Boost on-line ticket sales among users aged between 22 and 55 ABC+, by conveying how easy it is to use Air France’s on-line flight search and booking system.
- Publicise the company’s new promotional prices in order to boost early booking, increase on-line sales and maximise efficiency (ROAS).
Strategy
- Display advertising on high traffic portals, vertical sites, e-mail campaigns sent out to segmented databases and search marketing.
- Launch an explanatory demo (airfrancemonet.com.mx), which invites users to discover the ticket purchase process in 5 steps. Ongoing measurement and optimisation based on CPA and ROAS results.
Results
- Sales resulting from online sales increased 314%*
- Growth in total sales of 132%*
- On-line sales represented 5.3% of total sales in 2007 (compared with 2.3% in 2006)
(* In comparison with 2006)
