Pegipegi reappoints Happy Marketer for data-driven marketing

Indonesian online travel agency Pegipegi has reappointed Dentsu Aegis Network’s Happy Marketer, a Merkle Company to drive data-driven marketing for the third consecutive year. Happy Marketer will be tasked to track Pegipegi’s marketing initiatives performance across paid, owned and earned channels and help the travel agency transform, optimise and scale its marketing. The agency will be responsible for driving data-driven marketing for Pegipegi.

Gharda Derrian, revenue manager at Pegipegi said Happy Marketer has helped the company in enabling customer journey insight for revenue maximisation for the past two years, and is thrilled to continue the partnership with the agency. “We are striving to provide a seamless customer experience and that means we need to have a strong data points in order to serve relevant marketing campaigns," he added. 

Meanwhile, Sanchit Mendiratta, chief growth officer at Happy Marketer said the agency will continue to work with Pegipegi to facilitate and fine-tune its omni-channel measurement and behaviour tracking across website and mobile apps. "Together with the Pegipegi digital team, we will enable the marketing data platform to support smarter integrated campaigns that create a seamless and personalised eCommerce experience,” he added. 

Pegipegi was founded in 2012, and looks to offer convenience in booking and paying for hotels and flights for Indonesians. Among the list of partners it works with include Bank Mandiri, Indosat Ooredoo, Lazada, Blibli.com, Tripadvisor and more. 

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Last year, the travel agency collaborated with competitor Traveloka and Soekarno-Hatta International Airport in a co-branding effort that flopped after copping flak from netizens. The co-branded street signages, which were placed along the roads leading to the airport, read "Terminal 1 PegiPegi" and "Terminal 2 Traveloka". The move led netizens to voice out concerns on Twitter, questioning if the move will misled people to think whether tickets bought at the respective platforms should be collected at the stated terminals. Others asked whether there has been a change of hands in terminal or airline operations. The signages were taken down by airport operator Angkasa Pura II, who then said the use of phrases was temporarily ceased to avoid "misunderstandings or misperceptions" from passengers and airport customers. 

This came months after Pegipegi was rumoured to have been acquired by Traveloka, according to multiple media reports including Reuters. 

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