Greenville-Spartanburg International Airport
AAF, Marcom, SIA
Greenville-Spartanburg International Airport (GSP) identified an opportunity to introduce three new daily nonstop flights to NYC/LaGuardia (LGA), but needed Infinity’s help with digital marketing and other tactics to ensure maximum capacity on each new flight, increase local awareness, and decrease leakage to nearby airports such as Charlotte, NC (CLT) and Atlanta, GA (ATL). GSP also offered up to one week of free parking in the daily lot for customers who bought a ticket for one of the new flights during the campaign period.
Our original plan of execution was to target business travelers with a 12-week media flight, including hyper-targeted digital marketing tactics and complementing traditional tactics to move consumers closer to the point of purchase. The media mix included paid search, paid social, digital display and pre-roll, digital video (OTT), broadcast TV, an influencer campaign on social, OOH, Pandora, and Site Direct.
All the digital marketing tactics drove traffic to an exclusive landing page that educated consumers and offered links to book flights and sign up for free parking. We concepted and executed a total of four videos to run on paid social, pre-roll, broadcast TV, and OTT. Our team also created HTML5 banners for digital display, digital OOH boards, prints ads, Pandora ads, and digital signage inside of GSP’s airport.
As Infinity’s analytics team monitored the campaign, we found that the majority of results were coming from the leisure traveler, not the business traveler. We modified our strategy mid-campaign to optimize the creative and digital flighting to maximize the budget. We launched “New York at Night” creative on paid social that ran Thursday–Sunday late night. This resulted in 2,295 conversions (21% of total conversions) to Delta during August and September. We also updated the video creative and the cost-per-click dropped by over 80% to $1.04. The video was viewed over 57,500 times, with a completion rate of 17% — more than three times the industry average.
The GSP campaign went on to win a collection of awards from MarCom, Service Industry Advertising, and AAF.