Case Study: Passenger 6A (TUI’s editorial brand) achieves 317M+ impressions and 600 overnight bookings with Taboola

Passenger 6A Significantly Grows Audience with Taboola

Passenger 6A (P6A) is TUI’s digital flagship editorial brand created to inspire travel and drive direct bookings. For its “Visit Britain” campaign in India, P6A aimed to increase brand awareness, qualified traffic and sales on TUI India (tui.in), using editorial content to convert readers into customers.

P6A ran a content discovery campaign with Taboola—promoting articles, videos and e-magazines—and shifted more budget to Taboola after seeing a lower CPA. The campaign delivered 317M+ content impressions, 249,820 article visits, 4,329 users who viewed TUI package pages, and 600 overnight bookings, with content discovery accounting for 97% of campaign traffic.

Passenger 6A

Nuria Cabot

Global Marketing Director