THE BRIEF
Leeds Bradford Airport (LBA) aimed to increase awareness and bookings for Balkan holidays, which operate one weekly flight from May to September to Bourgas, Bulgaria.
With multiple destinations via Bourgas (e.g., Sunny Beach, Nessebar, Golden Sands), LBA needed to:
- Highlight Bulgaria’s low-cost appeal.
- Promote its affordability as a European destination.
- Drive engagement and bookings for these sun-soaked beach holidays.
As this was LBA’s first time promoting Balkan Holidays, we began with a modest test budget to assess what could be achieved.
HOW WE DID IT
To capture attention and drive bookings, we implemented an integrated paid media strategy, combining the power of paid social and search.
ENGAGING AUDIENCES ON SOCIAL MEDIA
We captured attention with video and carousel ads, introducing cold audiences to the beauty and affordability of Balkan holidays. These ads highlighted destinations like Sunny Beach and Golden Sands, creating a strong first impression. Retargeted static ads followed up with an urgency message, driving traffic directly to the booking site and converting interest into action.
DOMINATING SEARCH RESULTS
On Google Search, we targeted low-competition, high-value Balkan holiday keywords ensuring every penny of the budget was spent strategically. This approach delivered remarkable results, with a Search top IS of 87.51%, a Search absolute top IS of 85.47%, and a CTR of 68.69% for Balkan Holiday keywords. Our ads consistently appeared in leading positions, ensuring LBA owned the Balkan holiday search space.
DRIVING SEAMLESS CONVERSIONS
By combining social media’s visual storytelling with search’s precision targeting, we created a journey that moved users seamlessly from discovery to booking.
IN A NUTSHELL
Challenge: Leeds Bradford Airport (LBA) aimed to increase awareness and bookings for Balkan holidays who operate a weekly flight to Bourgas Bulagira between May and September. With a modest test budget, LBA needed to highlight Bulgaria’s affordability, drive engagement, and increase bookings for sun-soaked destinations .
Solution: Using paid social and search, we ran video and carousel ads to attract new audiences, paired with retargeted static ads to drive bookings. On Google Search, we dominated key Balkan holiday terms with precision targeting, ensuring maximum visibility and impact.
Results: Our integrated approach achieved impressive performance, driving strong engagement, high click-through rates, and exceptional return on ad spend, successfully owning the Balkan holiday space throughout the summer season.