In late 2003 XL Airways appointed Web Liquid as its Digital Marketing Agency of Record. Before engaging into communications and media planning we defined a series of commercial imperatives to achieve.

These commercial imperatives helped us identify and guide our media and creative approach. Furthermore, this approach helped us identify and make recommendations on optimising the different elements that would help us achieve these commercial objectives.

The commercial objectives defined together with XL Airways marketing and management team included: 1) increase awareness and consideration, 2) drive business online to reduce dependence on tour operators, 3) increase margin and, 4) lower cost of sale.

These commercial objectives serve as a guide for our media planning, media buying and media optimisation, allowing us to make decisions not only at a site and placement level, but a channel level. This channel view on media allows us to make the most effective use of XL Airways’ budget across all online channels including search, email, display advertising, distribution and branding.

By combining our consulting offering with our media expertise we where able to deliver significant return on investment and brand growth for XL Airways. We are most proud of the fact we have helped change XL Airways business model, delivering dramatic growth on revenue and average margin while lowering cost of sale.

The chart below showcases the percent change year on year across the key commercial metrics defined back in 2004. The figures demonstrate the percentage increase or decrease for online activities only.

The impact of online marketing on XL Airways has been significant, driven by a proven online media planning, buying and optimisation model based on the belief that all media investments need to be hedged against specific commercial metrics and optimised to yield the strongest return.

About Alain Portmann

My job is simple. To inspire staff, clients and consumers.

Mail | Web | More Posts (65)

This is some text prior to the author information. You can change this text from the admin section of WP-Gravatar  My job is simple. To inspire staff, clients and consumers. Read more from this author