Virgin Australia’s sales take off with Programmatic DOOH via Vistar Media and PHD

Vistar Media, one of the leading providers of programmatic technology for digital out-of-home (DOOH), and media agency PHD, have announced the success of a targeted campaign for Virgin Australia. This innovative campaign, which promoted new flight routes to Uluru from Brisbane and Melbourne, harnessed the flexibility of programmatic DOOH to engage prospective travellers at key moments, driving brand preference and increasing ticket sales for the Australian airline.

Virgin Australia partnered with PHD and Vistar Media to activate a strategic DOOH campaign designed to boost awareness and purchase intent for flights to Uluru. Using Vistar’s extensive network of indoor and outdoor screens across Brisbane and Melbourne, the campaign engaged travellers during pivotal moments throughout their daily routines. Messages were dynamically tailored by time and location to maximise relevance and engagement.

“The partnership with Virgin Australia highlights how programmatic DOOH can seamlessly move beyond awareness to influence purchase decisions,” said Ben Baker, Managing Director, APAC, Vistar Media. “By delivering the right messages at key moments in time, we created an omnichannel journey that connected with consumers meaningfully across multiple touchpoints, delivering tangible business outcomes for a major airline.”

The campaign included mobile retargeting through device ID passback, ensuring that consumers who were exposed to the DOOH campaign received follow-up messaging on their personal devices, encouraging them to take action. This omnichannel alignment was key to moving consumers from awareness to purchase intent and closing the loop on engagement.

The success of the campaign was measured through an “Opportunity to See” (OTS) study conducted with Dynata, revealing an 18 per cent increase in consumer consideration and a 124 per cent uplift in purchase intent among high-income earners. Virgin Australia emerged as the top choice for flights to Uluru, outperforming competitors like Qantas, Jetstar and Rex. Ticket sales reflected these positive shifts, with 2,025 seats sold—representing a 7 per cent increase compared to the previous year’s promotion.

Hugh Davidson, Senior Investment Manager at PHD Australia, reflected on the value of Vistar Media’s programmatic approach. “OOH has always been a powerful medium for broad message dissemination, but DOOH has transformed it into a targeted, data-driven tool. This campaign expanded our reach and enhanced engagement, driving significant uplift in ticket sales. It’s thrilling to leverage technology that brings such immediacy and precision to our advertising efforts. Working with Vistar was fantastic, and their collaborative approach allowed us to achieve remarkable results together.”

A spokesperson from Virgin Australia added, “This campaign allowed us to connect with our customers in a more relevant and impactful way than ever before. The ability to deliver timely, location-specific messages through programmatic DOOH played a critical role in driving engagement and sales. We are thrilled with the results and the opportunity to offer more Australians the chance to explore the beauty of Uluru.”

The success of this campaign showcases the growing potential of programmatic DOOH to create real-world business impact. With an average CPM of $26, it demonstrated both efficiency and effectiveness, setting a new benchmark for travel marketing in the region. By leveraging the largest global network of digital screens and expertise in automated DOOH solutions, Vistar Media continues to redefine how brands connect with consumers, exemplifying how advanced technology and omnichannel strategy can enhance brand preference, boost engagement and drive measurable outcomes.

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