Award season looks a little different this year, but that hasn’t stopped The Drum Digital Advertising Awards US from taking place– and we’re excited to share that we’ve won for Most Effective Use of Data for our work with Frontier Airlines.
The Drum Digital Advertising Awards U.S. (formerly known as The Drum Digital Trading Awards U.S.) reward programmatic performance and give props to the best of the best in the programmatic and ad tech industry in the U.S.
This year, the continuous hard work and dedication of our team hasn’t gone unnoticed: we were also named as finalists for Drum Awards in three additional categories: Best Search Campaign, Best Campaign Optimization, and Best Paid Social Campaign. The four Drum Award nominations marked a new record for us.
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Winner: Most Effective Use of Data | Frontier Airlines
Frontier Airlines was facing a dilemma: as an ultra-low cost airline who recently shifted from a regional-only carrier to an airline serving 100+ cities across the U.S., Mexico, Puerto Rico, Jamaica, Guatemala, El Salvador, Dominican Republic and Canada; they needed to rapidly scale their marketing efforts to match the breadth of their new service offerings to customers.
“Wpromote has consistently led the charge in Frontier’s strategy by use of data. They continue to push us to analyze and apply learnings to new offerings from Google. Their close relationship with premiere partners like Google allowed us the ability to be one of the first airlines to obtain the Route Coverage tool; which has been a key contributor to our significant growth every month. As we scale our partnership with Wpromote, we continue to see new records set and efficiencies improve.” -Christina Sokol, Media Manager, Frontier Airlines
To do so, we utilized Google’s Flight Reporting Center, Search Ads 360 feed, and responsive search campaign builder to identify the most profitable routes and ensure full-funnel coverage in real time for Frontier Airlines as the business expanded from a regional carrier to an international airline.
Breaking into new markets meant going head-to-head with better-known competitors, and massively increasing Frontier’s brand recognition was essential to earning enough bookings and increasing revenue to justify the new routes.
“Frontier Airlines and the Wpromote team have worked together to consistently test and learn new, scalable ideas. We are immensely proud of the success of our data-backed decisions and thrilled to be recognized for these efforts.” Bethany Smith, Senior Account Director, Wpromote