Reaching Travellers at the Moment of Intent
Nomad eSIM partnered with Skyscanner to connect with travellers when trip planning is in full swing, departure is approaching, and the need for connectivity becomes most relevant. The objective was simple: be present when purchase intent is highest and position Nomad eSIM as the preferred eSIM solution before travellers leave home.
Targeting high-intent travellers
To maximise campaign relevance, Nomad eSIM focused on travellers in the final stages of trip planning, targeting users with international departures within the next 14 days. This allowed the brand to reach audiences actively preparing for their trips and considering the essentials they would need abroad, including mobile connectivity.
From performance to full-funnel strategy
Building on the initial high-intent approach, Nomad eSIM gradually expanded its Skyscanner activity to engage travellers at earlier stages of their journey with a full-funnel approach. This created a more comprehensive presence across the travel planning cycle, from building initial awareness to reinforcing consideration as departure approached. This always-on presence helped create familiarity and trust, making Nomad eSIM the natural choice when travellers were ready to buy.
A mix of advertising formats supported this strategy. Brand Carousel and Brand Banner served as core traffic drivers, consistently generating strong engagement, while Homepage Hero and IAB display formats extended campaign visibility, scale and reach.
Scaling global growth through targeted reach
Campaigns prioritised international routes, using Skyscanner’s route-based targeting alongside localised messaging to ensure relevance. As performance strengthened, Nomad eSIM expanded its activity beyond the initial markets, scaling expansion into >15 markets globally across Europe, the Americas and APAC. This growth was driven by Skyscanner’s global reach and the ability to consistently connect with travellers actively planning trips, a moment that’s hard to capture anywhere else.
Turning Engagement into Action
Beyond advertising placements, a dedicated content partnership helped educate travellers on eSIM technology and the benefits of staying connected abroad. By combining practical travel information with Nomad eSIM's key value propositions, integrated calls to action and exclusive promotional offers, the campaign provided additional opportunities for travellers to explore Nomad eSIM's connectivity solutions and move from consideration towards purchase.
The results
By combining precise audience targeting, full-funnel activation, and contextual travel relevance, Nomad achieved engagement rates 2.9x higher than the market benchmark, demonstrating the effectiveness of reaching travellers when connectivity needs are most immediate.
View all articles“Travel comparison sites are a key part of our full-funnel marketing strategy, helping us engage travellers at critical moments throughout their journey. Skyscanner is particularly valuable because it reaches highly engaged travellers who are actively planning and booking international trips. For a product like eSIM, timing matters. By connecting with travellers as they prepare for departure, we can introduce connectivity solutions when they are most relevant and top of mind. This creates an additional touchpoint before travel, expands our reach beyond owned channels, and allows us to meet travellers with the right message at the right moment.”
— Louis Sim, Global Head of Consumer Marketing, Nomad eSIM