Using Location-Based Media in Travel Marketing

Deutsche Bahn's “No Need to Fly” campaign is a rare example of climate-positive marketing that doesn’t scold or scare. Airlines hated it and yet I admire it. Instead of moralising, the campaign relied on smart, data-driven creativity. It paired real-time location data with striking local visuals, then layered in price comparisons and hyper-personalised ads. The message was simple and clever: you don’t need to fly to Arizona when a train ride to Saxony offers landscapes that look just as dramatic—for a fraction of the cost and a fraction of the emissions. The campaign was a massive success, driving a 24% increase in sales revenue, selling two million train tickets, and achieving the brand's best-ever ROI. Travellers discovered they could choose a lower-carbon option without giving up adventure or beauty. The genius of the campaign lies in how it reframed sustainability. It didn’t make it feel like a sacrifice. It made it feel cooler. Smarter. More personal. This is what powerful marketing does: it moves people—emotionally and physically. We need more campaigns like this, where meaning and performance reinforce each other instead of competing. P.S: Of course, it remains to be seen how many of these trains arrived on time =p #marketing #travel

This is what great geo-targeting looks like. I’d barely stepped into Amsterdam and my phone lit up: “Welcome, Holly. Stop by the House for an event or screening.” Simple. Timely. Relevant. Not a campaign but a cue. Not a broadcast but a nudge in the right moment. Most brands still treat notifications as noise. But hospitality brands that understand geo-targeting turn them into touchpoints that feel personal, intuitive and almost anticipatory. Here’s why this works: 1. It aligns with real behaviour I’m in the city → I’m near the House → here’s something I can do right now. 2. It reinforces belonging The message doesn’t sell. It welcomes. Hospitality is emotional, this uses technology to deepen that feeling. 3. It shifts intent instantly A well-timed, geo-smart notification can move a guest from “scrolling” to “I’ll pop by.” 4. It respects context No hard push. No noise. Just a moment that makes sense in the moment. The future of digital hospitality isn’t bigger campaigns. It’s smarter context. Moments like this. Delivered to the right person, in the right place, at the right time without ever feeling like marketing. Oh and if you’re in Amsterdam tomorrow and want to talk hospitality, travel or marketing drop me a DM! Ps nicely done Soho House & Co

It’s clear—tons of brands are diving into OOH for the first time, and I get it: it’s not the easiest medium to figure out. It's complicated. It's fragmented. Every week, I get questions from marketers asking where to start, how to start, and most importantly, how to choose the right market. Choosing the right locations can feel overwhelming, but it doesn’t have to be. With the right data, you can make informed decisions that drive real impact. Here’s how to do it: First-Party Data: Tap Into Your Own Insights: *Shipping Addresses: Start with your top customers. Where are your biggest orders coming from? These regions are your prime candidates for OOH. *CRM Data: Map out where your repeat buyers are concentrated. Loyal customers are already brand advocates—you want them seeing and sharing your campaign. *Loyalty/Subscription Data: If your recurring revenue is strong in cities like Denver or Portland, focus your efforts there to amplify your brand presence. Social Engagement & Sentiment: *Where is your brand already gaining traction? Analyze social media data to identify areas with high engagement or organic mentions. These are often strong candidates for market expansion. *Geotagged posts can also show you where customers are naturally talking about your brand—leverage those locations for your campaign. Mobile Ad ID (MAID) Data: Track Audience Movement: *Use anonymized MAID data to map where your target customers live, work, and play. This data lets you visualize commuter patterns, weekend habits, and hotspots where your audience is most active. *For example, if your audience commutes from the suburbs into downtown, prioritize placements along major commuter routes or near transit hubs. Competitor Insights: *Research where similar brands are running their OOH campaigns. If they’re heavily focused on one region, ask yourself why. Are you missing an opportunity? *Competitor analysis can also help you avoid oversaturated markets and find untapped areas where your audience is underserved. By combining these layers strategically, you’re not just placing ads—you’re creating a campaign that connects with your audience in the moments that matter most.

While the "Cuesta de Enero" is real, many advertisers make the mistake of going dark because Search-based queries tend to have lower density this month or fiscal budgets aren't final. In Latin America, January is about movement. People are traveling, socializing, and ordering in. This is why I found this Indixital article so relevant—but with a local twist. To bridge the gap when search intent is low, Uber Advertising is a game-changer for brands in our region: 📍 Be where the movement is: While traditional Search decreases, Uber rides and Uber Eats orders remain high. 🎯 Audience Building: Use high-intent location data to reach users based on where they actually go (malls, airports, restaurants). 🛍️ Driving Sales: Transition from "searching" to "buying" by appearing exactly when a user is thinking about their next meal or destination. Use the low-competition environment of January to build your audience now. Check out the full article on the January slump here: https://lnkd.in/eZAKMvtf #LATAMMarketing #UberAdvertising #DigitalStrategy #MarketingTrends #RetailMedia

Being able to target users based on their location and their real-time conditions can give your ads a serious edge over the competition. Like any strategy, however, execution is king. Throughout my years of Marketing leadership, I can count on both hands how many companies thought about using geotargeting methods to run Google Ads. What's so great about geotargeteing? 1) Country and regional targeting What to do: Show ads based on country or region. Who should do it: Brands that don’t rely on local demand, but operate at scale. Limitations: Treats all areas of a country as equal despite cultural variations and can lead to wasted spend. 2) City and postal code targeting What to do: Show ads to specific cities or postcodes. Who should do it: Real estate, professional services and hospitality. Limitations: Can be restrictive if customers are willing to travel and require regular review. 3) Radius targeting What to do: Show ads to users within a defined distance from X location. Who should do it: Businesses that rely on foot traffic. Limitations: Could exclude potential customers in busy areas or reduce relevance in more rural areas. Geotargeting has evolved beyond basic location selection. Today, you can fine-tune campaigns using location intent, competitor radius targeting, and real-time bid adjustments to improve efficiency and engagement. For brands looking to gain a competitive advantage through geotargeting, thinking beyond simple location settings and exploring dynamic, data-driven approaches is essential for success.   As Google continues to refine its location-based tools, staying ahead of these trends will be critical for optimizing ad spend and driving higher-quality leads. Need help bringing in targeted leads for your B2B Products and Services? I help companies tap into low-hanging fruit strategies to propel business forward. Don't leave Marketing to chance. After all, success is not random. #MarketingWithMeasurableResults #CMO #FractionalCMO #Geotargeting