Objetive

To connect with potential travellers across Barcelona, Seville, Malaga and Bilbao by adjusting media pressure dynamically according to business signals. Each market had unique purchasing behaviours, and the challenge was to reach audiences at the right moment with tailored intensity.

Solution

Vueling's own data, including sales, searches and bookings, formed the foundation of the campaign. This was enriched with Mastercard transactional insights and contextual signals via Taptap’s location intelligence platform.

A real-time system was built to guide omnichannel investment. When sales dropped below target, the campaign increased media pressure using a mix of prDOOH, display and video. When searches or bookings declined, investment was optimised to maintain relevance and reach.

This dynamic model ensured that budget was directed where it was most needed — making business data the compass for media delivery.

Results

The campaign delivered strong and immediate impact. In key cities, it successfully reversed downward trends and significantly boosted engagement. Within days of launch, areas with a decline in sales experienced major recoveries, with booking volumes climbing rapidly. Continuous optimisation and creative adjustments further improved outcomes, leading to a sustained uplift throughout the campaign period. The positive momentum carried on even after media activity ended, reinforcing the long-term effectiveness of a strategy rooted in contextual data and responsive activation.