Elevating Awareness of a Southern California Airport by Leveraging Search and Social

 

Case Study

How Clever and Creative Ad Campaigns Helped Increase Site Traffic and Redirected Users from Competitor Airports

 

An international airport in Southern California was looking to increase awareness by promoting the airport’s convenience, amenities, and benefits to travelers locally and nationally.

The Problem

 

The team sought to increase awareness among Southern California travelers by highlighting the airport as the “go-to” SoCal airport. This was done by deploying clever, tongue-in-cheek ads that highlighted the airport’s convenience, amenities, and benefits compared to competitors in the region. These ads were then deployed across search and social to reach the target audience.

The Strategy

 
 

The Results

 

The first month of the airports search and social campaigns were a huge success and surpassed industry benchmarks.

  • Campaigns significantly outperformed industry benchmarks, with high performing CTRs and low CPC and CPM across all campaigns.

  • Search and social campaigns drove a 10% increase in new users to the site.

  • 25K more individuals in month one considered flying to and from the airport than the month prior which was measured using a Facebook Brand Awareness campaigns to test users' brand retention.

  • Accumulated 274,038 likes, comments, clicks, and shares across social in 30 days.

  • Nearly 25% of all users who were exposed to a search campaign interacted with an ad.

  • Successfully rerouted over 5% of search volume from users searching for competitor airports.

  • Out of the 53,000 users searching for southern California airport and travel information, search campaigns captured approx. 1% of all search volume.