Asian airline uses off-site ads to reach more US travellers

As a major carrier for air travel throughout Asia, with flights focusing largely on Korea, Thailand, the Philippines and China, Korean Air wanted to capture the attention of US travellers. Though well-known in Asia, the airline sought to go beyond traditional campaigns to expand its reach and increase bookings from US travellers.

To build brand awareness and increase its presence effectively with the American audience, Korean Air needed a partner with the behavioural data and insights necessary to better connect.

Korean Air tapped into our off-site advertising solutions to connect with travellers beyond Expedia Group sites. By leveraging our first-party data on traveller trends and behaviours, our advertising experts were able to identify and reach high-intent audiences everywhere they ventured online. This audience included travellers who were undecided on their destination and open to exploring new options; they just needed the right ad to spark their interest.

With a simple, direct call to action—Asia on sale now—Korean Air could appeal to wanderlust-minded audiences even as they navigated away from our websites and apps. Its first campaign using off-site advertising allowed Korean Air to stay top of mind with its target travellers and build awareness, then consideration, to entice them to come back and book a trip to Asia.

As a result of off-site advertising, Korean Air was able to reach a highly qualified audience across the web—and its personalised ads generated a 20% lift in CTR. All in all, it saw a 10:1 return on their ad spend.

With this strategy, Korean Air grew its American audience—while also amplifying its own brand presence.