Ice Travel Group launches targeting platform Audience X with Platform 195

It will utilise millions of traveller data points from its travel sites to reach relevant customers

Ice Travel Group, the parent company of TravelSupermarket and icelolly.com, has launched new off-site data solution for travel partners called Ice Travel Group Audience X, in partnership with Platform 195.

The collaboration between the marketing and media solutions agency with the travel firm will also be available for destinations, tourist boards, tour operators, car hire brands, currency providers and airport car parking/lounges amongst others.

The new solution finds travel companies’ bespoke travel audience segments on high impact Connected TV, targeted Digital Audio advertising platforms, podcast and music apps as well as engaging video, content and performance marketing across Programmatic Display and social media.

Utilising hundreds of millions of traveller data points from its travel sites, Ice Travel Group’s targeting platform will reach relevant customers across all key channels above the line and below.

Ice Travel Group Audience X is designed to help companies build targeted awareness as well as drive all-important bookings, “completely and cost-effectively”.

Along with the huge wealth of ITG data, Ice Travel Group Audience X will also include data sets from the wider web, Google and Meta.

Ice Travel Group Sales Director, Stuart Barrett, sales director of Ice Travel Group, said: “ITG was looking to update its off-site proposition to offer UK travel partners, ancillary product partners and additional travel-related brands and Platform 195 offered an ideal solution.

“Stuart Adamson and his team are travel specialists from successful travel backgrounds and they thoroughly understand the value in our data.

“The first party data from the Ice Travel Group brands, which are on target for 50 million package holiday searches in 2023, is fresh and cannot be accessed elsewhere, which means it is highly valuable to our partners.  

“As a result, we know when people are looking to travel, to which destination and from which UK departure airport. Being able to offer these audience data packages to brands with such detailed booking intent data is massively attractive. We can now offer very targeted offsite solutions to - among others - destination partners, tour operators, car hire brands, currency providers and airport car parking/lounges.”

Stuart Adamson, CEO of Platform 195, said: “Our mission is to help retailers harness their brands and data to make both their partnerships and their marketing more effective.

“Using our deep experience of delivering best-in-class media solutions for major tour operators, OTAs and airlines and their partners, we are excited to help icelolly.com and TravelSupermarket with the launch of ITG Audience X, which is simply a brilliant marketing opportunity for their clients.”