Winter campaign
Birmingham Airport
A destination-focused campaign during the key winter period, encouraging bookings for specific routes.
Objectives
The primary objective was to increase awareness of winter destinations, with a secondary objective of driving traffic to Birmingham Airport’s destination landing pages, leading users to book.
Using emotional intelligence
The campaign needed to support our marketing programme activity. Airline data revealed routes that required the most support – and search volume data (within a 20-mile radius of the Airport) showed a peak in January of searches for flights.
Our understanding of human behaviour told us that we should engage our audience at the consideration stage, bolstering awareness and increasing searches for flights from Birmingham Airport.
Solution
A 4-week campaign across:
Google Demand Gen: Targeting users in market for flights to each destination and lookalikes of these users.
Meta: Conversion-focused campaigns targeting lookalikes of those that had already taken action on the destination pages.
TikTok: In-feed native style ads, using lookalike audiences based on their route intentions to drive engagement with our destinations.
Results
Over 5m impressions, 3,121 ‘book now’ clicks, and a click-through rate of 33% on TikTok.
