Reigniting Airline Group Sales with Targeted, Post-Pandemic Personalization
MY CONTRIBUTIONS
Creative Concept & Copywriting
Art Direction
Cross-functional Collaboration
UX Content Strategy & Web Copy
Video Production
Research & Competitive Analysis
CASE STUDY
Challenge
Group travel plummeted during the pandemic, leading to a sharp decline in sales of PROS Group Sales Optimizer (GSO). While the product offered quick implementation and seamless integration into existing airline platforms, traditional demand generation tactics were no longer effective in this climate.
Solution & My Role
As Creative Director, I led the repositioning of PROS GSO as the go-to solution for airlines looking to reignite group flight activity in a post-pandemic world. Instead of broad campaigns, we adopted an account-based marketing strategy focused on targeting existing customers and high-potential prospects.
Drawing on extensive research, including testimonial interviews and internal documentation, we identified GSO’s most compelling differentiators and developed a creative concept rooted in the voice of the customer. My team produced personalized landing pages and short-form videos tailored to the unique needs of each airline.
Collaborating closely with sales and customer success teams, we delivered targeted assets directly to decision-makers across more than 20 top-tier airlines.
Results
Each airline prospect received highly personalized messaging designed to address their specific group sales challenges. While exact sales outcomes remain confidential, the campaign successfully re-engaged dormant prospects and helped reposition GSO as a timely, relevant solution in a recovering travel industry.