Connect the stay
with spending moments.
Strengthen a payment brand’s presence among international travellers in the spending contexts that shape their stay.
For this campaign, the TPTA team combined areas, travel contexts and interest signals to build Geo-Personas activated through video and display.
Identify relevant areas
Public and geographic data identify tourism hubs, hotel districts, cultural destinations and shopping areas.
Understand the role of each place
An airport, a museum and an outlet centre serve different purposes during a trip. Five contexts shape the selection of places and audiences.
Connect location with interest
Online signals enrich the territorial view. The media strategy combines TPTA Geo-Personas with complementary contextual and behavioural targeting.
Five contexts to understand a stay
- Travel
- Airports, stations and hotel districts
- Tourism
- Museums, landmarks and cultural sites
- Shopping
- Department stores, outlets and premium malls
- Leisure
- Theme parks and leisure destinations
- Dining
- Food districts and restaurants
Proximity to a hotel has different implications depending on nearby cultural venues, shops and associated interest signals. These combinations shape the audiences activated through video and display. Being near a place alone does not identify an international traveller.