Since 2015, we have conducted a consolidated research program consisting of Media Mix Modelling, Brand and Communications tracking.
Conducted biannually from 2015 to the start of 2020, our Media Mix Modelling has involved assembling an extensive time series database from internal and external sources to form the basis of a highly sophisticated predictive modelling exercise to isolate the relative contribution of different factors to driving passenger bookings. More specifically, this relates to understanding the intricacies of different media and campaigns working in conjunction with one another.
Conducted annually, our Brand and Communications tracking utilises our proprietary Engager™ framework as a means of monitoring brand health in conjunction with our Reach, Response and Impact approach to communications tracking to close loop on how a campaign is performing from a diagnostic perspective. Our latest iteration of tracking is currently in progress.
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