Headquartered in Palma, Majorca, Meliá Hotels International in-house display advertising production is complex, with even basic campaigns containing thousands of ads.
The in-house team at Meliá produces display campaigns for 7 brands and 2 loyalty programmes, across 43 different countries, and engages millions of customers every year in 9 different languages.
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The main challenge for Meliá Hotels International was to optimise ad production across markets worldwide. Display ad production was split by region, each with its own agencies and freelancers, making it difficult to control ads, reduce costs, and achieve brand consistency.
Furthermore, the creation of dynamic creatives was too complex and tedious to carry out in-house, meaning Meliá was forced to outsource production to an agency.
By using the Bannerflow platform, Meliá’s in-house team was able to centralise display ad production. The in-house team in Palma now has full control over all design assets and is able to quickly build, approve, and optimise both global and regional display campaigns.
The Meliá team were also able to move the production of dynamic creative optimisation (DCO) advertising in-house.