Case Study: WestJet reaches more travelers and boosts conversions with Adobe Target

WestJet reaches more travelers with high-flying campaigns created with Adobe solutions

WestJet, Canada’s second-largest airline, needed clearer cross-channel customer insights and more bookings through its website and app while getting more teams to use data for decision-making. To achieve this, WestJet standardized on Adobe solutions — including Adobe Target as part of the Adobe Marketing Cloud and Adobe Creative Cloud for asset creation — to personalize experiences and better measure campaign performance.

Using Adobe Target alongside Adobe Analytics, Audience Manager and Media Optimizer, WestJet implemented geotargeted banners, retargeting and cross-channel measurement to drive self-service bookings and smarter SEM investments. The Adobe Target-powered stack cut time to support search engine marketing by 40%, reduced weekend campaign costs by 14%, enabled $1M in annual agency savings through clearer performance data, and boosted conversions and online guest experience through tailored content.

WestJet

Jason Wiegand

Manager of Digital Analytics and Optimization