dreamwork.Reaching the right traveller. At the right moment.
How personalised programmatic advertising helped Plaza Premium Group turn audience insights into relevant experiences, new customers and measurable growth across international markets.
Professional agency experience · Campaign results publicly reported in 2023
Many traveller journeys.
Illustrative personalisation architecture — not historic campaign artwork
01 / The context
Making premium airport hospitality relevant to more travellers.
Plaza Premium Group offers airport lounges, hotels and other hospitality services around the journey. As travel demand returned, the opportunity was to reach travellers who might benefit from these experiences — particularly as they planned or moved through airports.
The programme reached traveller audiences across international markets, including the Americas and Canada.
02 / The challenge
A global hospitality brand. A highly specific audience.
An airport lounge is not equally relevant to everyone at every moment. The programme needed to find in-market travellers, build awareness in selected regions and make messages useful to different audience segments.
The challenge was to connect timely, personalised creative with measurable new customer acquisition — rather than maximising impressions for their own sake.
03 / Our approach
Personalisation powered by audience intelligence.
The campaign combined programmatic media and dynamic creative optimisation (DCO) to adapt ad copy and imagery to different traveller audiences. Creative variations were informed by audience persona, travel intent and nearby airport location, allowing a single dynamic framework to support more relevant messages at scale.
Make every impression more meaningful.
04 / What we did
The following workstreams reflect the wider agency campaign and partnership, rather than individual ownership of every strategic activity.
Six traveller segments
Structured targeting around six audience groups with distinct preferences and journey needs.
Dynamic creative optimisation
Used a flexible creative template, data-feed inputs and audience relevance to vary messages and visuals.
Traveller-specific messaging
Tailored creative to different motivations such as family-friendly lounge features or traveller priorities.
Programmatic campaign delivery
Delivered relevant creative across the campaign’s selected travel markets.
Respond to demand
Refined activity as audience signals, travel demand and campaign performance shifted.
Aerotel and Allways
The partnership later extended to airport hotel and concierge services, reported separately from the original lounge campaign.
05 / Turning audience relevance into measurable customer growth.
Relevance created a measurable commercial result.
The publicly reported campaign results included a 37% increase in new customers in the first month. The highest monthly new customer growth reached 187% in the US during the campaign period, while the airport lounge activity reported a 2.4:1 ROI within two months.
The expanded partnership separately reported an ROI of 6.07 for an Aerotel airport hotel campaign. That figure belongs to the Aerotel programme, not the original lounge-campaign ROI.
06 / Relevance is what turns reach into growth.
Right traveller. Right message. Right moment.
The campaign illustrates how combining audience intelligence and adaptable creative can make performance marketing more useful to customers and more valuable to businesses.
It is about being relevant to the people who matter.
Professional agency experience. This case study highlights published campaign outcomes and broader agency work, not a direct Dreamwork client engagement or a claim of sole ownership of all workstreams.