SKY express Global Case Study

How strategic insights and data-led marketing tapped into ‘secret’ customer demand. Real time travel insights and booking behaviours to inform and optimize campaigns.

05 Sky Express Large

A GOOGLE GLOBAL CASE STUDY

The global travel industry was hit hard by the COVID-19 pandemic, but for SKY express, a bold, data-driven digital strategy became the key to not only surviving, but thriving. With MEDIACUBE as its partner, SKY express launched a cutting-edge digital marketing transformation at the height of uncertainty.

What followed was a remarkable success story that earned the airline the honor of becoming the first Greek airline case study featured by “Think with Google”; a testament to the impact of strategy, insights and innovation working in harmony.

THE CHALLENGE

In 2020 and 2021, the airline industry faced record-breaking losses. For SKY express, several complex challenges emerged: Achieving this vision meant overcoming several complexities:

Uncertainty shifted behaviours

The COVID-19 crisis disrupted global travel demand. Sudden lockdowns and evolving restrictions made future planning unreliable and recovery uncertain.
Travelers’ motivations and concerns had shifted. SKY express needed to speak to these new priorities and restore confidence in air travel.

Fragmented market demand

Each country displayed different patterns in travel recovery. Understanding which destinations had returning demand was critical, especially since competitor airlines weren’t always present on those routes.

Diverse booking behaviors

Different nationalities had distinct booking timelines and preferences. While some markets booked months in advance, others showed last-minute behavior. Campaigns needed to reflect these cultural nuances.

To regain momentum and build sustainable growth, SKY express needed a digital strategy that could respond to change in real-time and reveal new opportunities in a still-recovering market.

THE SOLUTION

MEDIACUBE developed a 360° digital performance strategy with a focus on insights, personalization and measurable outcomes. It blended real-time traveler data with advanced targeting techniques to unlock hidden demand and fuel profitability.
Elevate digital presence

The team began with a full overhaul of SKY express’s digital advertising structure. By optimizing the airline’s Google Ads accounts and streamlining creative and budget allocation, SKY express was able to cover every route in its network and maximize profitability.

Use “Travel Insights with Google”

Using Google’s proprietary tool, MEDIACUBE tracked travel demand across countries on a week-by-week basis. This enabled precise targeting for regions showing increased interest in air travel and uncovered “secret demand” on routes underserved by competitors.

Bidding Strategy Experiment

The “before” ad used the bidding strategy: Target Impression Share. The “after” ad used the Maximise Conversion Value bidding strategy, updating both copy and currency to be consistent with the booking experience on the Sky Express website.

Hyper-personalized ad messaging

Campaigns were localized and tailored to reflect each market’s unique booking behavior, destination interest and travel timing. This ensured that each ad delivered was relevant to the user’s intent and preferences.

Advanced reporting tools

Going beyond standard dashboards, MEDIACUBE created custom reporting frameworks. These tools combined first-party data with ad platform metrics to guide strategic decisions and forecast demand shifts, empowering SKY express to act with agility.

Assets & Implementations Developed

  • “Discover Greece” Upper-Funnel Video Campaign. Aimed at international audiences (UK, France, Italy), inspiring summer travel to Greece with localized messaging and emotional storytelling.

  • “Work from Paradise” Mid-Funnel Video Campaign. Targeted UK digital nomads and remote workers looking to combine work and holidays, tapping into lifestyle-driven travel demand.

  • Localized Display Campaigns for U.S. & Europe. Leveraged Travel Insights data to promote specific Greek destinations (Athens, Crete, islands) based on rising search trends and booking behaviors.

  • Dynamic Display Retargeting Campaigns. Served tailored creatives to high-intent users identified through Maximize Conversion Value bidding, reinforcing calls-to-action and destination relevance.

THE RESULTS

The results speak for themselves. The campaign not only increased traffic and conversions, but also dramatically boosted brand visibility and revenue.

PERFORMANCE METRICS

+%

Flight bookings

+%

Ad conversions

+%

Revenue

+%

Brand-related Google search queries

FEATURED AT THINK WITH GOOGLE

The partnership between MEDIACUBE and SKY express showcased exceptional collaboration, leveraging real-time data and Travel Insights with Google to uncover ‘secret’ international demand and target emerging high-interest destinations. This strategy not only drove outstanding results in bookings, conversions, and revenue, but also earned global recognition, with the case featured on Think with Google as a model for data-driven digital transformation in travel. Together, they set a new benchmark for innovation, precision, and performance in the airline industry.

Think With Google

ABOUT SKY express

SKY express is one of Greece’s fastest-growing airlines, serving both domestic and international routes. Known for its modern fleet and dynamic expansion strategy, SKY express is committed to offering efficient and high-quality air travel. In recent years, the airline has emerged as a key player in regional aviation by investing in innovation, sustainability and an elevated passenger experience, both in-flight and online.