Virgin Australia has published the results of a recent targeted advertising campaign delivered in partnership with PHD and Vistar Media, promoting new flight routes to Uluru.

The campaign, designed to boost awareness and purchase intent for flights to Uluru, utilised programmatic Digital Out-of-Home (DOOH) advertising to engage prospective travellers at key moments, driving brand preference and increasing ticket sales. Dynamic messages were tailored by time and location across Vistar Media's network of indoor and outdoor screens across Brisbane and Melbourne.

The campaign also included mobile retargeting through device ID passback, ensuring that consumers who were exposed to the DOOH campaign received follow-up messaging on their personal devices.

An 'Opportunity to See' (OTS) study conducted with Dynata revealed an 18 per cent increase in consumer consideration and a 124 per cent uplift in purchase intent among high-income earners. Virgin Australia emerged as the top choice for flights to Uluru, outperforming competitors like Qantas, Jetstar and Rex. Ticket sales reflected these positive shifts, with 2,025 seats sold, representing a 7 per cent increase compared to the previous year's promotion. The campaign had an average CPM of $26, demonstrating both efficiency and effectiveness.

"The partnership with Virgin Australia highlights how programmatic DOOH can seamlessly move beyond awareness to influence purchase decisions. By delivering the right messages at key moments in time, we created an omnichannel journey that connected with consumers meaningfully across multiple touchpoints, delivering tangible business outcomes for a major airline," said Managing Director, APAC, Vistar Media, Ben Baker.

Senior Investment Manager at PHD Australia, Hugh Davidson, said: "OOH has always been a powerful medium for broad message dissemination, but DOOH has transformed it into a targeted, data-driven tool. This campaign expanded our reach and enhanced engagement, driving significant uplift in ticket sales. It’s thrilling to leverage technology that brings such immediacy and precision to our advertising efforts. Working with Vistar was fantastic, and their collaborative approach allowed us to achieve remarkable results together."

A spokesperson from Virgin Australia said: "This campaign allowed us to connect with our customers in a more relevant and impactful way than ever before. The ability to deliver timely, location-specific messages through programmatic DOOH played a critical role in driving engagement and sales. We are thrilled with the results and the opportunity to offer more Australians the chance to explore the beauty of Uluru."