GSP and Delta identified an opportunity to introduce new daily nonstops to NYC/LGA. To ensure the seats were filled on each new flight, GSP needed to increase local awareness of these new flights and decrease leakage to nearby airports such as CLT and ATL. As proven successful in the past, GSP also offered up to a week of free parking in the daily lot for customers who bought a ticket on one of the new flights during the campaign period. Infinity utilized a variety of media, making continual optimizations in order to increase awareness and drive more ticket sales to the airport.
Infinity’s plan of execution consisted of targeting business and leisure travelers with hyper-targeted digital tactics and complementing traditional tactics to move consumers closer to the point of purchase. The media mix included paid search, paid social, print, digital display & pre-roll, digital video (OTT), broadcast TV, an influencer campaign on social, Out of Home (OOH), Pandora, and Site Direct. Infinity created four videos to run on paid social, pre-roll, broadcast TV, and OTT. A landing page was also created to capture clickthrough traffic and to educate consumers provide links to book flights and sign up for free parking.