TUI, Oath & MediaCom blend branded content with performance ads to drive ROI with new campaign

Oath and MediaCom are blending content and performance with TUI UK to bring its “Long Haul” winter sun travel destinations to Brits. By combining Oath’s original content, sponsorship of its HuffPost UK Travel channel and the performance of its algorithms to find the right audiences from its four trillion monthly data points, the company is bringing its range of destinations to consumers who are hankering for a winter break or planning to get away in 2019. 

Working closely with MediaCom and TUI, RYOT Studio (Oath’s in-house creative team) produced a selection of different branded content articles to live on the Travel section of HuffPost UK, looking at long-distance holiday destinations like Mauritius, Vietnam and Thailand.

By understanding the audiences who are attracted to the different destinations and other content they like, Oath can then provide promotions to those people across its own wider premium properties, like Yahoo News, Sport and Finance, and beyond using its industry-leading performance algorithm AdLearn through Oath Ad Platforms: giving people great deals on the places they most want to visit.

“Long Haul” comes hot off the back of the success of TUI’s previous campaign with Oath, “Spontaneous Sun”, which saw an 8/1 return on investment from sales driven by the campaign, offering last-minute promotions to sunnier climes. 

Ian Chambers, Head of Media and Digital Marketing at TUI said: “Oath’s ability to both create engaging content that resonates with our audience and drive effectiveness by getting the right deals in front of the right people made it a strong partner for both our Long Haul and Spontaneous Sun campaigns. With premium, trusted publisher brands like HuffPost UK, Oath can really help us to position TUI as the go-to brand for quality holidays.”

Anna Watkins, UK Managing Director at Oath, said: “Marrying the right content to the right customer was our key goal in this campaign with TUI. Our combination of creativity and data insights with powerful machine-learning technology means we have the right tools for the job to create content with ads that offer real value to readers and build engagement for the brand on our properties and beyond.”

Laura Scott, Business Director at MediaCom said: “Our vision for these campaigns was to align content, creative and data, and Oath has succeeded at bringing that to life. Oath’s fantastic editorial team enabled us to communicate with our audiences in a way that was both native and relevant. This, in combination with their premium publisher brands and rich audience insights, has allowed us to reach a highly qualified audience at scale and really highlight TUI as the only option for their next trip away.”

The campaign is live now on HuffPost UK and on Oath Ad Platforms and will run until the 16th of December.

Source: Oath

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