Over the busy festive travel season, Virgin Atlantic needed to target affluent travellers at key decision-making moments. By using i-media’s real-time ANPR data with audience specific YouGov insights we delivered precise DOOH ads at motorway service areas (MSAs) driving significantly higher awareness and consideration than standard OOH.
58%
higher ad recognition among drivers of identified target vehicles
56%
increase in consideration of Virgin Atlantic for future travel
22%
higher ad engagement, showing the campaign resonated effectively with the right audiences
The Challenge
Virgin Atlantic’s post-Christmas campaign aimed to promote special deals to exotic destinations such as Dubai, Florida, and the Caribbean. The challenge was to reach an upscale audience who were actively dreaming about their next faraway holiday, ensuring the airline’s offers captured attention at the right moment.
The Solution
Using YouGov profiles, it was identified that 48% of ABC1 motorway service area (MSA) users were planning a holiday outside Europe in 2024. This insight gave Virgin Atlantic the opportunity to influence high-value travellers during Christmas and New Year by leveraging the high impact and dwell time offered by DOOH at MSAs.
To ensure the campaign reached the right audience, i-media overlayed YouGov insights onto its ANPR data, triggering DOOH ads against vehicles associated with households earning £60k+. This real-time optimisation allowed ad delivery to be monitored and adjusted daily, ensuring messaging was served to the most relevant travellers at the right moment.
The campaign ran from 26 December 2023 to 4 January 2024, demonstrating how data-led targeting at motorway service areas can maximise engagement with premium audiences during key travel periods.
The Results
The campaign generated a clear uplift compared with standard OOH. Drivers of identified target vehicles were far more engaged, resulting in 58% higher ad recognition and consideration of Virgin Atlantic for future travel increasing by 56%. Engagement levels also improved, with 22% more respondents interacting with the campaign compared to the wider audience.
Together, these results proved how real-time ANPR targeting combined with YouGov insights can deliver stronger cut-through and greater relevance, ensuring the message resonated with the right travellers at the right moment.
