The client:
Services:
- Service List
- Brand Identity & Message
- Strategic Planning
- Media Planning
- B2B Channel Development
- Creative Advertising
- Website Design
The story:
Bradley is literally surrounded by hungry competitors. There are the metro-NYC airports that lure away state residents in Fairfield County. There are Logan Airport in Boston and TF Green Airport in Providence. But with a growing list of daily nonstop flights and international service, the airport is positioned to compete as a fast, friendly, easygoing alternative. All BDL needed to take off was the right marketing mix.
The solutions:
Strategic media planning and buying. An integrated, online/offline media plan made the most of BDL’s budget and enabled the airport to fight for market share on multiple fronts.
Television and radio advertising. Fast, fun 30-second spots highlight the airport’s easygoing, consumer-friendly nature.
Billboards. Key messages regarding daily destinations – critical for catalyzing consumer and business travel.
Print advertising. Targeted print ads in consumer and B2B media remind people of the airport’s identity as a consumer-friendly experience.
Digital advertising. Geo-targeted display ads reach into key travel markets at peak travel times to advise air passengers of BDL as an option.
Key results:
Ranked in the
top 50 airports
and holding
Media topspin
Careful media planning resulted in a 20% value-add to the airport’s paid media presence.
