Skyscanner launches innovative web engagement campaign targeting consumers on the move via Google’s Nearby and Physical Web

22nd July 2016

Global travel brand utilises Proxama’s beacon network, bringing together multiple media owners and publishers for integrated campaign

 

London, United Kingdom, 22nd July 2016 – Proxama PLC (AIM: PROX), the leading mobile proximity marketing expert, is working with global travel comparison provider Skyscanner, to deliver its first multi-channel Nearby and Physical Web consumer engagement campaign. The campaign, in partnership with Airport Media, Exterion Media, Primesight and Ubiquitous, commenced on the 18th July. Through Proxama’s beacon network, the largest independent network in the UK, Skyscanner can utilise major points of interest and transport hubs, as well as Out-of-Home print advertising to drive consumer engagement with hard-to-reach consumers and maximise dwell time.

The three campaigns aim to inspire people to explore their travel options and share their experiences on social media. Advertisements alert consumers to prizes, offers and apps via Google’s Nearby, which utilises the Physical Web for website discoveries attached to locations. The consumer will receive a notification when in proximity of a beacon, encouraging them to engage with Skyscanner content. They encompass:

  • Win a Trip to New York: instant entrance into a prize draw to win a trip for two to New York
  • Discover London: free download of The London Guide with special travel offers
  • Facescanner: encourage consumers to upload their photo and will then make travel recommendations based on the consumer’s mood

 

The campaigns are running across multiple locations and outdoor media assets. This table breaks down the media location, campaign and supporting outdoor media partner.

 

Media Location Campaign Outdoor Media Partner
Selected UK Cinemas Facescanner Primesight
Glasgow Metro Facescanner Primesight
Gatwick Airport Discover London Airport Media
London Taxis Win a tip to NYC Ubiquitous
London Buses Facescanner Exterion Media

 

Skyscanner are also utilising in-app mobile display advertising via Mapway’s Bus London app on both iOS and Android.

“Consumers have more choice in travel destinations than ever before – deciding where to go can be a tough decision. Our job isn’t just to help travellers find the best travel options at the best prices, it’s also to provide inspiration,” said Elise Hilditch, Marketing Manager, UK and Ireland at Skyscanner.

“The Physical Web is creating new and innovative ways for brands to better engage consumers. Integrating rich digital content, outdoor media, print advertising and beacon technology, opens up highly sought after demographics on the move – usually during ‘dwell time’ when they are most responsive to relevant and timely offers, prizes and apps. Nearby is a natural next step for the Physical Web and means even more consumers can engage.” said John Kennedy, CEO at Proxama. “Skyscanner’s campaign is truly pioneering. It is the first time the Physical Web will be used to deliver multiple engagements, across multiple locations, using multiple media assets. It perfectly demonstrates Proxama’s strategy of enabling brands to reach consumers via our multiple channel beacon network. I’m confident that the results will provide a benchmark for success, as well as a testament to the Physical Web’s potential to deliver truly compelling consumer experiences.”

Nearby Notifications helps consumers to discover content with their Android phones by surfacing location-specific notifications triggered from beacons incorporating Google’s Eddystone protocol. Nearby works with all web browsers and will open the Physical Web link in any browser that the consumer chooses. Physical Web notifications are delivered using Google Chrome, however the Physical Web feature in Chrome is silenced if consumers have Nearby enabled.

Skyscanner is utilising Proxama’s mobile technology platform TapPoint® which allows brands to integrate and deploy proximity marketing campaigns across its network of beacons. All of the beacons Proxama deploys in partnership with its partners support Eddystone and broadcast a URL for brands to utilise for their Nearby or Physical Web campaigns.