Viator.com appoints The Works for global digital marketing push

The Works is working on creative strategy and production for the targeted online campaign that will firstly appear on US-based websites including Trip Advisor, About.com, NYTimes.com and Yahoo! Travel. 

The campaign will then be rolled out in other key markets including Australia and Canada, according to the agency.

The Works has partnered with UK-based independent ad serving and tracking company Flashtalking to develop a multi-variant ad testing campaign to demonstrate which online ads are the most effective.

“The first campaign puts into practice what many in marketing have been talking about by using data to more efficiently target customers and avoid wastage,” said Douglas Nicol, creative partner and director at The Works. “We’re blending ad testing and optimisation with strong creative ideas to deliver tailored messages to Viator’s potential customers.”

Viator was founded in Sydney in 1995 and is now headquartered in San Francisco with a regional office in Sydney, as well as Las Vegas and London. The site allows customers access to more than 15,000 hand-picked tours, attractions and activities in 1000 destinations in more than 150 countries.