PLAY Airlines

How PLAY Airlines Generated 60X Returns With Digital Targeting

↑385%

Conversion Growth

↑15%

Revenue Attributed to SEO

↑265%

ROAS

A plane with "PLAY" on the fuselage flies over a body of water, with scattered clouds in the sky.

Challenge

PLAY Airlines faced significant challenges in achieving market expansion, engaging their target audience, accurately tracking conversions, and improving organic search visibility. 

Objectives

  • Tailor advertising efforts based on customer interests to optimize campaigns
  • Revamp tracking infrastructure to allow for precise measurement of conversions
  • Implement SEO improvements to boost organic search visibility

Business Impact

829’s advertising efforts were recalibrated toward smarter and better media placements.

We then built a new tracking infrastructure with precise ROAS measurement of conversions and overall campaign performance. Lastly, but importantly, PLAY’s site was optimized for organic search and keywords, which generated a 26% increase in traffic and a 39% increase in new organic users. 

This strategy provided an influx of qualified new leads driving 60X revenue growth through effective campaigns that are more cost-efficient.

PLAY Airlines logo.

Industry

Direct-to-Consumer (D2C)

Services

Paid Search
Paid Social
Programmatic & CTV
Search Engine Optimization

Revamped Paid Media Strategy

  • Platforms: Combined all 3 separate Google Ads accounts into 1 single account.
  • Back-end tracking: Updated to calculate seats booked, cost per seat booked, and seats booked per flight.
  • Creative assets: Introduced landing pages, ad copy, and imagery that spoke to destination and origin airports, to increase conversion rates.
Advertisement for flights to Stockholm, Sweden, starting at $129, by Play Airlines. The background shows a cityscape with water and a church spire.

Launching Collaborative Programmatic Campaigns

  • Markets: Launched first-ever programmatic campaigns targeting all funnel stages in the US and Iceland.
  • Increasing collaboration: Established key partnerships, including with Hopper, fostering future growth opportunities.
Travel advertisement featuring Icelandic landscape with mountains and green moss. Text reads, "Fly to Iceland For Less - Don’t Miss Our Latest Deals!" Two buttons say "Book Your Flight.

Accelerating Organic Growth Results

  • Web traffic: Achieved a 26% increase in organic sessions and a 39% rise in new organic users.
  • Performance metrics: Grow revenue through organic search and increasing keyword rankings in top positions.
Flight search interface for PLAY airline with an Icelandic landscape background.

Results

↑385% Conversion Growth

↑15% Revenue attributed to SEO

↑265% ROAS

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