Upper funnel measurability with Inghams & Sky AdSmart

How highly targeted ads increased Inghams’ customer base in 2024

In the fiercely competitive travel industry, Inghams, a prominent authority in ski, walking and Lapland holidays in the UK, set out to increase sales for their holiday packages. Following an effective ski-season campaign, we wanted to further boost brand awareness throughout 2024. Collaborating with AdSmart from Sky, we sought a strategy to precisely target and convert high-potential customers, ensuring a successful campaign with measurable ROI.

What we did

Audience Targeting

Creative Messaging

The Results

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Uplift Web Visits

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Incremental Uplift Sales

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Return on Investment

The Plan

We wanted to create an effective media strategy that resonated with the Inghams customer base to create a personal and relevant connection. We did this by identifying their target audience through carefully selected Experian attributes aligned with the typical Inghams’ customer profile. By leveraging AdSmart from Sky, we delivered highly targeted ads to these households, enhancing brand awareness, driving conversions and fostering stronger customer connections.

Our Approach

Using specific Experian Mosaic segments, we targeted over 150,000 distinct households with Inghams ads. Our focus was on households aged 35+, with mid-high to very high affluence, linked to select Mosaic groups such as City Prosperity, Domestic Success, Prestige Positions and Country Living.

The ad campaign aimed to boost brand awareness for Inghams, appealing to a wide range of travellers. It featured visuals of activities for skiers, walkers, city explorers and nature enthusiasts. With a spring seasonal focus, the ad highlighted an ongoing sale for Inghams bookings. The call to action encouraged viewers to book their next holiday by visiting the website or their local travel agent.

"We have now done several campaigns with AdSmart, and the results keep getting better and better. The fact that we could match new bookings with those that have been targeted with an ad was extraordinary. We’re excited for future campaigns!”

Krystelle Kubicki, Senior Digital Marketing Manager