Client: Aer Lingus
This is the story of how our measurement framework enabled MG OMD to redefine affiliate impact and deliver programme growth for Aer Lingus, driving a 59% increase in flight bookings, and at a 35% lower CPS. In a vertical still stabilising from the decline of travel in previous years, MG OMD set out to increase brand awareness in Aer Lingus' challenger market, the US. By completely refocussing the programme and introducing a new effectiveness framework to measure the strength of an affiliate through more than just booking volumes, MG OMD set the Aer Lingus affiliate programme up for success that has continued to drive performance increases quarter to quarter.
