Performance Takes Off for TUI With Ad-Lib.io to Power Agile, Scalable and Real-Time Advertising During the Global Pandemic

COVID-19 has thrown the travel industry into unprecedented times across the globe. More than ever before, it’s crucial that travel brands are able to respond to real-time opportunities in the ever-changing rules around holiday making, and navigate exactly when and how to offer their services as countries open and close their borders to travelers.

TUI, the world’s leading tourism group, wanted to tackle the challenge head on and partnered with Ad-Lib.io to leverage the very latest technology to power agile, scalable and real-time display advertising. Together, TUI and Ad-Lib.io were able to adopt an extremely relevant creative strategy, and deliver the very latest creative messaging at speed during the pandemic. As a result, the TUI team delivered over 250 unique creative variants in less than two months to communicate weekly top holiday deals, flight offers, and app-only promotions as new destinations opened up. After campaign launch, conversion rates have more than doubled week over week due to creative variants being added and carefully optimized. TUI ensured that with display activity being delivered at speed and produced at scale, they remained at the forefront of travelers’ minds.