Brief

BAA owned Southampton Airport commissioned Purple to develop an integrated regional awareness campaign, to increase consideration of Southampton as a departure airport for domestic and business travellers based along the M3 corridor.

Solution

Purple used data driven analysis to understand the audiences and distil insights into their travel behaviours. Using this research, the campaign creative proposition of “it’s my airport” was developed and executed across a range of media including outdoor, radio, and a mix of online and social media, including Facebook.

Result

The campaign delivered 6.5 million page impressions and a Google Adwords average position of 1.5. Click through rates exceeded objectives by 91 per cent – with a 300% increase in daily traffic when the outdoor and radio advertising opened. Post campaign research showed a 360% increase in awareness of Southampton Airport amongst the target audience and the campaign was nominated as a Finalist at the 2011 Database Marketing Awards for “Excellence in Multichannel Marketing – B2C”.