VOD Case Study
Boutique Retreats
Reaching Affluent UK Travellers Through Targeted TV and VOD.
To support Boutique Retreats’ growth across the UK luxury travel market, One Day Agency planned and delivered a targeted TV and VOD campaign designed to reach affluent parents, couples, families with young children and high-value travellers.
The campaign used Sky AdSmart and VOD to place Boutique Retreats in front of relevant UK households with strong disposable income and a clear propensity for premium travel, staycations and luxury breaks. The objective was to drive awareness, support high-value bookings and build brand loyalty among consumers seeking exclusive, seamless and experience-led travel within the UK.
Skills:
TV Advertising, VOD Advertising, Sky AdSmart, Audience Planning, Data Strategy, Luxury Travel Marketing, Media Planning and Buying, Campaign Measurement
A Data-Led Strategy for Premium Travel Audiences
One Day Agency used a layered audience approach, combining intent-led search behaviour with affluent purchase data to reach luxury travel audiences at different stages of consideration.
Captify was used as the intent layer, identifying users actively searching for staycations, luxury breaks, travel inspiration and planning. This enabled the campaign to reach audiences already in-market or showing clear travel intent, helping Boutique Retreats capture existing demand.
Mastercard data added a behavioural and transactional layer, expanding the campaign into households with proven luxury travel purchasing behaviour. This allowed the campaign to scale beyond active searchers and reach high-value audiences with a demonstrated propensity to buy premium travel experiences.
Together, these audience overlays created a stronger balance between demand capture and high-value audience expansion.
Sky AdSmart and VOD Working Together
A major highlight was the Nasdaq digital screen in New York, where the campaign exceeded the original predicted impression delivery of 18.9 million and reached 71.9 million delivered impressions. This represented an additional 52.9 million impressions, equivalent to more than £107,000 in added media value.
London also delivered added value through the Now Vista digital screen, where the campaign secured an additional three days of exposure, equating to approximately £29,000 in added media value. Amsterdam further benefited from increased plays across the Metro Digital Screen Network, adding incremental exposure and strengthening the overall campaign delivery.
Incremental Reach and Performance
A key strength of the campaign was the incremental reach delivered by VOD. Across the combined campaign, VOD added 15.9 incremental cover points and 32.5% of the VOD audience had not seen the ad on AdSmart. This demonstrated the value of using VOD alongside AdSmart, with video-on-demand consistently delivering around one third of new audience reach.
The audience strategy also showed strong engagement and efficiency. Captify delivered a 5.3% CTR with a £0.73 CPC, proving the value of intent-led precision. Mastercard segments delivered a 6.6% CTR and a £0.61 CPC, showing stronger efficiency at scale across affluent audiences.
The result was a campaign that combined premium audience targeting, controlled delivery and measurable engagement across TV and digital video environments.
Results and Learnings
The campaign successfully reached high-value UK travel audiences through a targeted mix of Sky AdSmart, VOD and premium data overlays. By combining Captify intent data with Mastercard affluent purchase data, One Day Agency helped Boutique Retreats connect with both active travel planners and proven luxury buyers.
The campaign delivered over 500,000 impressions, exceeded or closely matched delivery targets across key formats, and showed that VOD can add meaningful incremental reach when used alongside AdSmart. Mastercard audiences emerged as the strongest efficiency driver, delivering higher engagement and lower CPC, while Captify provided valuable intent-led reach among users actively researching travel.
Most importantly, the client saw an increase in bookings during the campaign period, showing that the activity translated beyond awareness and engagement into tangible commercial impact.
For future activity, the recommended approach is to maintain the dual-audience strategy, prioritise Mastercard segments for efficiency and scale, and schedule intent-based activity around key seasonal travel periods such as January and summer.
