Tiket.com is always looking for new ways to increase the efficiency of its online sales and advertising campaigns in a competitive market. To increase conversions from an always-on campaign, Tiket.com optimizes its ads for two different purposes, namely to invite internet users to visit the website and checkout.

For ads that aim to increase the number of clicks, Facebook targets people who are more likely to take the click action. As for ads that aim to increase payouts, Facebook targets the people who are most likely to make an actual sale. In order to achieve these two goals, Tiket.com uses carousel ads that display flight promotions with a beautiful visual concept of each travel destination.

The advertising concept is accompanied by a call to action to make bookings as soon as possible. Tiket.com targets these two campaigns to the main audience segments. that is, people aged 23 - 45 years with a strong interest in travel, vacations and hotels. Furthermore, this online travel company implemented Facebook Pixel on its website to accurately track conversions.

The corona pandemic that has hit Indonesia has affected many sectors of the economy, including startups that provide travel and event services. Tiket.com is holding a campaign entitled "Healthy Sharing". Through this program, users can exchange a certain number of TIX points on the platform. TIX Points are loyalty points that users get when ordering flight tickets or hotels on the platform. As a result, the company will use it to purchase personal protective equipment (PPE) for medical personnel throughout Indonesia.

Since last February, the startup has also provided Health Packs containing masks and hand sanitizers to the public at Lebak Bulus MRT Station, Senayan MRT Station, and Airport Transfer Terminal 3 of Soekarno Hatta Airport. In addition, Tiket.com is working with Citilink to distribute hand sanitizers, masks and herbal drinks to passengers.

International flight ticket sales have decreased since the corona virus broke out in China. Meanwhile, domestic sales were still normal until mid-March. The sales trend of the online travel agent (OTA) sector is indeed in the low season phase due to the beginning of the year. It's just that, Yosi noted that ticket sales have plummeted since there was a positive case of the corona virus in the country.

Tiket.com has adopted THREE (3) pillars of relationship marketing to survive the Covid-19 pandemic. Describe the three pillars based on the information given in the above case.