Macs Adventure, a leading self-guided walking and cycling holiday company operating in over 40 countries, wanted to boost sales and brand awareness at the start of 2024. As a first-time TV advertiser, Macs Adventure sought a data-driven strategy to connect with potential customers most likely to be interested in active travel experiences, while ensuring measurable impact and ROI.
The main goals of the campaign were to:
• Increase brand awareness among audiences most likely to book self-guided walking and cycling holidays.
• Drive growth in sales by reaching high-value customers with a strong interest in active travel.
• Test the effectiveness of AdSmart’s data-driven targeting for future campaign planning.
Macs Adventure collaborated with Sky Media to develop an effective media strategy that would resonate with their ideal customers. By using Sky’s profiling capabilities, they identified lookalike audiences that shared key attributes with existing customers, based on Experian data.
The campaign targeted over 135,000 distinct households aged 55+ with household incomes of £70k+, across the London, Meridian, Midlands, and Scotland regions. These audiences were part of Mosaic groups such as City Prosperity, Prestige Positions, and Country Living.
The creative featured inspiring visuals of walking and cycling holidays, highlighting how Macs Adventure takes care of all logistics so customers can focus on the journey. The call to action invited viewers to start their adventure by visiting the website.
Ads were delivered through AdSmart’s addressable TV platform across both live and on-demand content, ensuring precision and efficiency in reaching the most relevant households.
175% uplift in web visits across VOD
10x uplift in bookings from targeted customers compared to non-targeted
3.7x return on ad spend (ROAS) from targeted households
The success of this campaign demonstrated the power of precision targeting and data-led TV advertising. Encouraged by the results, Macs Adventure has already planned a follow-up campaign with AdSmart, using new profiling insights and learnings from this performance.
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