Bristol Airport have ambitious passenger targets, by 2020 they want to be serving 10 million passengers per annum (mppa). In order to achieve the projected mppa figures for 2020 they are required to maintain growth for the next 4 years.
However, as competition increases from other airports in the region such as Cardiff and Exeter - all of which experienced growth from 2014-15 - and the threat of devolving APD (Air Passenger Journey) to the Welsh National Assembly looming this might be an increasingly difficult task.
Bristol Airport needs to become more appealing to those slightly further afield from Bristol City and South Wales – simply, to meet their growth target, Bristol Airport need to attract more passengers from the outer locations of their primary catchment area and increase market share in these areas.
e3 delivered an integrated brand campaign specifically for the residents of the South West, with an emphasis on Plymouth and Exeter, to promote the benefits of travelling from Bristol Airport above other airports in the region.
The key message for the campaign focused on Bristol Airport being the ‘South West’s favorite airport’ drawing from the regional loyalty and allegiance with their audience, alongside the fact that Bristol Airport serves a significantly higher number of destinations than the competing regional airports.
Tailoring to the location of the out of home media and radio plan, e3 were able to produce creative that contained ‘real people’s’ holiday snaps giving authenticity to the images and allowing the audience to imagine it was them there on the holiday. Referring to real places within the content that was local to the out of home locations the feeling of a genuine holiday snap from your neighbor was achieved.
The campaign was rolled out across a mix of media channels including:
The campaign ran from the 9th – 30th May and the total spend was £44k.
Overall, the campaign was viewed or heard (impressions) 6m times with outdoor providing the largest reach, closely followed by radio and was received in an extremely positive light by both the audience and Bristol Airport.
In the period the campaign ran the number of visitors to the website from Plymouth and Exeter increased by 6.48% and the number of new visits increased by 3.64% compared to the previous three-week period 4th April – 25th April. An extra 2.6% of users visited the ‘where-can-i-fly’ campaign section.
Following the success this campaign is to be rolled out to South Wales in October.
“The campaign has delivered a strong new creative concept which can now be rolled out across the rest of the catchment. The strapline of the “South West’s favourite airport” gives us a clear competitive position over other airports and can relate to both passenger numbers as well as the customer experience. “
Isabelle Whitman, Head of Marketing, Bristol Airport