The brief was in-store consultations.
An OTA is what delivered them.
Two conversions at once, in three platform cultures.
Coty, representing the Burberry and Gucci beauty brands, was introducing new foundation products and needed online engagement and physical in-store activity at the same time.
The objective was to push outbound travellers from Thailand, Korea and Singapore towards beauty advisor consultations and live makeup demonstration livestreams at airport counters. A dual-conversion brief, across three regional audiences with very different platform habits.
OTA precision, then regional platforms.
We built a media strategy combining OTA precision targeting, global platform placements and regional platform selection, to reach outbound travellers from each of the three markets on the platforms they actually use.
Creative messaging was split by objective rather than by market: one line of work for beauty advisor consultation registrations, another for live demo show viewership. A partnership with a major Chinese OTA added a high-intent channel dedicated to event registration.
The OTA outperformed social.
Documented in the Coty travel retail business case for Thailand and Korea.
Trip intent beat beauty interest.
A travel retail brief where OTA targeting beat social for in-store event registrations, 761 sign-ups in six weeks. Intent data about a trip turned out to predict a counter appointment better than interest data about beauty.