Opodo eDreams Odigeo

Objectives

• Showcase the gateways San Francisco, Los Angeles and San Diego and highlight the great variety of California’s outdoors.
• Create awareness of California as attractive and diverse travel destination, and inspire the travelers to visit the variety of attractions and activities.
• Increase number of flight bookings, ticket sales and overnight stays.

Overview

Opodo is part of the eDreams ODIGEO Group, the #1 flight retailer in Europe, #2 player in flights globally and one of the world’s largest online travel companies, serving 17 million customers in 44 countries globally. Opodo.de is one of the top online travel agents in Europe and offers customers tailor-made travel deals focusing on individual flight and hotel packages. Customers benefit from easy and convenient booking processes and an extensive international list of airlines and hotel partners, car rental companies and access to innovative services, such as Opodo Prime, the first subscription program ever created in travel.

eDreams ODIGEO is composed of 5 leading brands: eDreams, Opodo, GoVoyages, travellink and liligo. According to ODIGEO first-party data, February and March are the major booking months in Germany, with most trips being booked for following months departure. The length of stay shows an upward trend, especially for intercontinental travel (16+ days).

In order to showcase the gateways San Francisco, Los Angeles and San Diego and highlight the great variety of California’s outdoors beyond the gateways, Visit California Germany has created a comprehensive multi-channel marketing campaign with partner buy-in opportunities:

Customized Microsite:

• Landing page with branded content to inspire the travelers to visit the variety of attractions and activities throughout California
• Provides booking offers, attractions and activities, information, travel tips and inspirational pictures.

Display Advertising on Homepage Opodo.de:

• Billboard display and native ads in top placement
• Targeting:
  • Travel intent to US destinations and competing destinations, such as Canada, Australia, New Zealand, South Africa, Caribbean and other long-haul destinations
• Audiences:
  • High income
  • Long haul
  • Nature
  • Road trip and outdoor travelers

Display Ads on Search Results:

• Skyscraper display in top placement
• Targeting:
  • Travel intent to US destinations and competing destinations, such as Canada, Australia, New Zealand, South Africa, Caribbean and other long-haul destinations
• Audiences:
  • High income
  • Long haul
  • Nature
  • Road trip and outdoor travelers

Social Media Ads:

Social ads on Instagram and Facebook

Email marketing:

• Solus Newsletter with eye-catching information about California, inviting subscribers to learn more about the destination on the microsite.

Partner Buy-In

Tier 1 $5,000

• Banner set creation (Billboard, Skyscraper)
• Newsletter Solus
• POD native ad
• Destination will be included in the landing page
• Campaign value: $10,999

Tier 2 $2,500

• Social media advertising on Facebook & Instagram
• Newsletter Solus
• POD native ad
• Destination will be included in the landing page
• Campaign value: $7,120