Viator is a global provider of tours and activities for travelers. It offers online and mobile access to thousands of curated trip activities, including tours, attractions, shore excursions, and private guides, in over 1,500 destinations worldwide.
Viator
Industry
Travel and Tourism
Growing Direct Traffic and Brand Awareness for Viator
Services Provided
• Market Segmentation and Media Consumption
• Cross-Channel Media Planning and Buying
• Channel Measurement and Optimization
• Competitive Tracking
• Brand Studies
• On-demand Performance Dashboard
01 Challenges
Viator had been heavily reliant on SEM to drive their web traffic, but it presented challenges for the future, like sustained growth and profitability due to rising costs.
Viator tapped Ocean Media to help elevate overall brand awareness, with the goal of increasing direct traffic to their website. By implementing strategies that increase direct traffic and enhance overall brand awareness, we could reduce dependence on SEM and support growth and profitability goals. The balanced approach brings the best of both worlds: immediate results through direct traffic and long-lasting brand recognition that fuels future visits.
02 Approach
To meet Viator’s objectives, we implemented a multilayered strategy to maximize reach efficiently and optimize cost per visit (CPV). Each channel underwent continuous testing, learning and optimization to achieve better results for multiple KPIs with upper-funnel brand campaigns.
What we did
• Analyzed the media consumption habits of high Lifetime Value cohorts to develop a holistic media plan that would maximize Reach/Frequency to their core segments in a cross-channel environment.
• Launched multiple channels – TV, Streaming, YouTube, Podcasts, Digital Audio, Social – and leveraged brand creative alongside OM-negotiated Influencer videos and Branded Content for head-to-head testing.
• Architected campaigns built for brand growth and business optimization.
• Ran out of home campaigns in select markets to align with tentpole travel moments, with strategic placements designed to reach travelers.
• Integrated data from various sources, including brand measurement tools and media mix models, to triangulate performance and unearth actionable insights.