Delighting More Travelers

First Choice



Marketing Partner

Success Story

Using insights from Adobe’s Media Optimizer to test and improve its ads, the UK travel site combined mobile and desktop ads with Custom Audiences to significantly improve engagement and return on ad spend.


decrease in cost per action with website Custom Audiences


lift in CTR using mobile targeting


lower cost per click

Their Story

Helping the UK get away

Voted the UK’s “Best Large All Inclusive Holiday Company” by the 2014 British Travel Awards, First Choice is dedicated to helping every customer create their perfect vacation experience, whether it’s scuba diving in Egypt’s Red Sea, kicking back on sugar-white sands in Cuba, or tucking into tapas in Spain.

Their Goal

Optimizing online sales

Parent company TUI teamed up with Facebook Marketing Partner Adobe to increase its website visit-to-purchase conversion rates and boost online sales, while still maintaining cost efficiency. Adobe Media Optimizer would be used to test ad budget and creative changes to determine the most effective marketing mix and drive a higher return on ad spend.

Facebook is an important part of First Choice’s media mix and offers unique advantages to target users as they move seamlessly across devices along the customer journey experience.

-Claudia Gomez, Paid Search and Biddable Social Specialist, TUI UK & Ireland

Their Solution

A campaign journey

12350954_515356751976461_1211977375_nFirst Choice and Adobe worked to develop a campaign that would engage new and existing audiences, and convert more of them into happy travelers. The campaign used Adobe Media Optimizer: an ad buying solution that helps marketers forecast the best mix of search, display and social ads based on their budget. It automates the ad buying process and helps marketers find the best way to deliver relevant content to their high-value audiences.


Testing the waters

The First Choice team created a variety of link ads pairing stunning beach photos with enticing text to coax people to click through to the First Choice website. Using Adobe Media Optimizer to test different ad elements as the campaign progressed, the team gained insights that helped focus their creative. For example, they found that including pricing information led to more bookings.


Reaching out to vacationers

The team began by targeting ads to its core audience, but conversion tracking pixel data indicated that they could reach more people using Custom Audiences. They expanded targeting to include Lookalike Audiences based on website visitors who had not yet purchased vacations, and audience engagement increased by ten times.


Following through

By testing different delivery methods, First Choice discovered that sequential targeting through device type was effective. It reached a broad audience with mobile app ads and photo ads delivered in mobile News Feed and then boosted sales by targeting desktop link ads to people who showed interest on mobile, improving even more upon its return on ad spend in the campaign’s final months.

Their Success

A worthwhile ad-venture

With the help of Adobe, First Choice fine-tuned its Facebook campaign to reach more potential customers, and increase engagement and its return on ad spend over a 6-month period. Between January–June 2015, it achieved:

  • 10X decrease in cost per action using website Custom Audiences versus core audience targeting (‘Making Travel Delightful’ campaign)
  • 50% lift in click through rates using mobile targeting
  • 75% lower cost per click using mobile targeting
  • 70% improvement in desktop cost per action using mobile targeting