{"id":18016,"date":"2026-07-31T15:48:50","date_gmt":"2026-07-31T13:48:50","guid":{"rendered":"https:\/\/incubeta.com\/?post_type=case-studies&#038;p=18016"},"modified":"2026-07-31T15:50:28","modified_gmt":"2026-07-31T13:50:28","slug":"tap-air-portugal-scales-black-friday-global-campaigns-with-genai","status":"publish","type":"case-studies","link":"https:\/\/incubeta.com\/pt-pt\/our-work\/tap-air-portugal-scales-black-friday-global-campaigns-with-genai\/","title":{"rendered":"TAP Air Portugal Scales Black Friday Global Campaigns With GenAI"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"18016\" class=\"elementor elementor-18016\" data-elementor-post-type=\"case-studies\">\n\t\t\t\t<div class=\"elementor-element elementor-element-c574d01 e-flex e-con-boxed e-con e-parent\" data-id=\"c574d01\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-35131a6 elementor-widget elementor-widget-text-editor\" data-id=\"35131a6\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"color: inherit; font-family: inherit; font-size: 2rem;\">The Challenge<\/span><\/p><p><span style=\"font-weight: 400;\"><a href=\"https:\/\/www.flytap.com\/\" target=\"_blank\" rel=\"noopener\"><strong>TAP Air Portugal<\/strong><\/a> faced critical creative scalability bottlenecks when adapting video concepts for 10 international markets and multiple languages, including several flight routes and different variants during Black Friday. The manual production process was too slow to handle real-time pricing volatility, limiting their ability to react quickly to market changes.<\/span><\/p><p>\u00a0<\/p><p><span style=\"color: inherit; font-family: inherit; font-size: 2rem;\">The Approach<\/span><\/p><p><span style=\"font-weight: 400;\">Incubeta designed a modular framework by building a Generative AI Creative at Scale solution with &#8220;Master Templates&#8221; that allowed dynamic placeholders for prices, destination clips, and localized copy.<\/span><\/p><p><span style=\"font-weight: 400;\">The solution centered on Creative Automation and Data-Driven Personalization. It integrated Gemini AI to generate automated multilingual voice-overs in 10 languages with their different accents.<\/span><\/p><p><span style=\"font-weight: 400;\">By connecting a centralized Google Sheet pricing feed to an automated rendering engine, the result was the production of 162 unique video variants in three aspect ratios (16:9, 1:1, 9:16) for YouTube, PMax, and Demand Gen via Google Ads and DV360.\u00a0<\/span><\/p><p><em><strong>\u201cA structured, flexible approach to ensure consistency across markets in a complex campaign &#8211; while enabling efficient local adaptation, agile testing, and fast responses to changing market and business needs.\u201d &#8211; <\/strong><\/em><i><span style=\"font-weight: 400;\">Justyna Valente, Head of Marketing &amp; Branding at TAP Air Portugal.<\/span><\/i><\/p><p>\u00a0<\/p><p><span style=\"color: inherit; font-family: inherit; font-size: 2rem;\">The Outcome<\/span><\/p><p><span style=\"font-weight: 400;\">TAP Air Portugal saw the following:\u00a0<\/span><\/p><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Shifting to GenAI video delivered a +79% increase in total revenue and a +55% increase in purchases.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Reduced production &#8220;Time to Market&#8221; for pricing updates by nearly 100%, enabling live ads within hours.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Delivered 162 localized videos in 100% of required aspect ratios (16:9, 1:1, 9:16),<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Covered 10 languages in multiple accents with AI-generated voice-overs.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Creation of an extra multi-city video variant for US routes.<\/span><\/li><\/ul><p>\u00a0<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>TAP Air Portugal sought to eliminate critical creative bottlenecks and keep up with real-time price changes when scaling Black Friday video campaigns across 10 international markets and languages.<\/p>\n","protected":false},"featured_media":18018,"template":"","meta":[],"approach":[24,21],"solution":[310],"industry":[184],"market":[23],"class_list":["post-18016","case-studies","type-case-studies","status-publish","has-post-thumbnail","hentry","approach-adaptive-automation","approach-generative-growth","solution-outcreate","industry-travel-tourism","market-global"],"_links":{"self":[{"href":"https:\/\/incubeta.com\/pt-pt\/wp-json\/wp\/v2\/case-studies\/18016","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/incubeta.com\/pt-pt\/wp-json\/wp\/v2\/case-studies"}],"about":[{"href":"https:\/\/incubeta.com\/pt-pt\/wp-json\/wp\/v2\/types\/case-studies"}],"version-history":[{"count":10,"href":"https:\/\/incubeta.com\/pt-pt\/wp-json\/wp\/v2\/case-studies\/18016\/revisions"}],"predecessor-version":[{"id":18028,"href":"https:\/\/incubeta.com\/pt-pt\/wp-json\/wp\/v2\/case-studies\/18016\/revisions\/18028"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/incubeta.com\/pt-pt\/wp-json\/wp\/v2\/media\/18018"}],"wp:attachment":[{"href":"https:\/\/incubeta.com\/pt-pt\/wp-json\/wp\/v2\/media?parent=18016"}],"wp:term":[{"taxonomy":"approach","embeddable":true,"href":"https:\/\/incubeta.com\/pt-pt\/wp-json\/wp\/v2\/approach?post=18016"},{"taxonomy":"solution","embeddable":true,"href":"https:\/\/incubeta.com\/pt-pt\/wp-json\/wp\/v2\/solution?post=18016"},{"taxonomy":"industry","embeddable":true,"href":"https:\/\/incubeta.com\/pt-pt\/wp-json\/wp\/v2\/industry?post=18016"},{"taxonomy":"market","embeddable":true,"href":"https:\/\/incubeta.com\/pt-pt\/wp-json\/wp\/v2\/market?post=18016"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}