The challenge
Amadeus came to us with a clear goal: ensure the brand reached the right audiences effectively.
The aim was to boost recall and grow mental market share across three UK B2B segments: travel sellers, hospitality and corporations.
Amadeus faced the challenge of engaging dormant target audiences in a way that delivered the best results for every pound spent.
The solution
We developed a segmented strategy to deliver tailored messaging while maintaining brand consistency.
Our brand activation pilot specifically targeted the three audience segments, deploying a strategic mix of LinkedIn and trade media to build awareness where it mattered most and place Amadeus directly in front of influencers and decision-makers.
The campaign featured a range of formats designed to capitalise on Amadeus’ brand livery and assets. Digital ads included eye-catching static images, dynamic animations and thought leadership content that stood out in busy feeds, while trade media ads were equally compelling, crafted to engage each professional audience with clear, striking messaging.
At the briefing stage, our team reviewed the audience and persona information provided by Amadeus, using these insights to guide the creative and messaging strategy. This approach ensured messaging aligned with each segment’s priorities and challenges, reflecting a strong understanding of what message would resonate with different groups.
We didn’t set and forget. The campaign was continuously optimised using real-time data to maximise performance and reach to ensure the budget delivered the strongest possible results.
The results
Customer research conducted before and after the campaign showed significant gains across all target segments, with Amadeus’ mental market share and brand awareness rising notably.
The brand achieved the strongest brand position among travel sellers and hoteliers and made meaningful advances within the corporations segment. The campaign also delivered 37% recall for travel sellers and 25% for hospitality, while brand recognition climbed to 63% for travel sellers and 38% for hospitality.
These results strongly validated our approach, demonstrating the impact of strategic LinkedIn advertising and providing Amadeus with an elevated platform to build on its success.
“What stood out to us about The Think Tank was how they combined their real digital know-how with an understanding of people. They really understood our audience and helped us tell our story in a way that felt engaging and authentic to us. Working together felt seamless and genuinely collaborative and the results truly spoke for themselves.”
Ben Daumas
Global Brand Manager
Amadeus
“What we appreciated most when working with The Think Tank was the clarity they brought to the entire process. They dug deep into our brand, our audience and the category entry points that really matter, and then turned that into creative choices that were grounded, purposeful and strategically sharp. The result was a campaign that didn’t just look good, it genuinely connected – and their structured approach made every decision feel informed and confident.”
Paul Burke
Head of Global Brand
Amadeus
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