Luxair case study
Award-winning location-based advertising for an airline
Case study by Jan Wischniewsky
Luxair is Luxembourg's national airline. Ads were built to adapt to location, destination and travel intent, on top of a cross-domain, server-side tracking setup.
- Airline, D2C
- Luxembourg, Europe
- Google Search
- Display
- YouTube
+12%
Ticket sales
Attributed to targeted campaigns
+35%
Click-through rate
-20%
Bounce rate
2.5M
Passengers in 2023
Record year the campaigns contributed to
Challenge
One message for every traveller, regardless of origin, destination or trip type.
Attribution broke across booking domains and was not ready for a cookieless setup.
Approach
Personalise by intent instead of by segment label: dynamic creatives driven by location and search behaviour, business vs. leisure audiences, and a tracking foundation that survives cookie loss.
What I did
- Dynamic ad content adjusting to user location, search behaviour and preferred destinations
- Audience segmentation by travel intent, business vs. leisure
- Campaigns across Google Search, Display and YouTube
- Cross-domain tracking and server-side tagging for accurate journey attribution
Project scope
- Role
- Project lead and digital strategy, at Peak Ace
- Services
- Dynamic ad content, Audience segmentation, Cross-platform campaigns, Server-side tagging
Learnings
- Personalisation only paid off after the tracking foundation was fixed. Without cross-domain attribution the wins were invisible.
Tools
- Google Ads
- Display & Video
- YouTube Ads
- Google Tag Manager Server-Side
- GA4
“European Search Award 2025, Best Use of Search, Travel / Leisure. Won by Peak Ace for Luxair.”