To achieve our goals we decided to split the campaigns into Ferris’ two main offerings: Family Day Trips/UK Short Breaks & Disney Land/Spain.
As our target audiences would be different for the main campaigns we had to leverage the various ‘Interests’ available within Facebook to ensure our ads were getting in front of the right people. For example, our targeting featured the following Interests;
Family Day Trips/UK Short Breaks – Holidays, Holiday, Travel + Leisure, Travel Adventures, Outdoor Life or Theme parks.
Disney Land/Spain – Frequent International Travellers, Holidays Abroad, Spain, Costa del Sol, Disneyland, Walt Disney.
For both campaigns we also added in ‘Parents’ of all ages into the targeting. We did this as a typical customer of theirs has children who are looking for family holidays & trips.
To complement the above, as Ferris have a well established and strong following on Facebook, we were able to remarket to these users and also create ‘Lookalike’ audiences so we could find similar across the Facebook network who may be interested in booking a holiday or trip.
We ran a series of Carousel ads within the campaigns to allow us to showcase all of the various destinations on offer.